BMW Group China &
BMW Brilliance


Employer Branding Strategy & Creative Platform

As there is a massive talent shortage within the Chinese market, one of the key success factors for companies in China is to recruit and keep talent. To tackle exactly those two challenges, Greenkern created an Employer Branding Strategy. After the clustering of current vacancies and the analysis of specific deficits & hiring goals of each entity, proper channels for each target group were defined so to allow for tailored communication.

To fully leverage the tailored communication in a resonating manner, an Employer Value Proposition was created and then followed by the development of customised visuals, bilingual headlines, and campaign slogans.

Ultimately, the campaign was successfully introduced to employees and the public through key visuals reflecting the core message of BBAs employer branding efforts: “Pursue Your Passion. Drive Your Career.”