Hamburg Wasser
How Hamburg Wasser created a unified employer brand and a talent strategy that connects generations and repositions a category once seen as unattractive.
How can you make a public utility company – traditionally seen as an unexciting employer – attractive to new talent, while also uniting internal identities under a shared employer brand? Hamburg Wasser needed to strengthen its employer image externally and its employer quality internally, in order to counter rising competition for young talent and a significant wave of upcoming retirements.
We developed a comprehensive employer branding strategy, starting with external analysis and in-depth employee workshops. Together, we formulated a clear EVP and identified five key applicant personas.
Based on these, we created a persona-driven messaging and touchpoint matrix aligned with the applicant journey – a framework designed to inform and sharpen all future campaign activities. The result: more focused, relevant communication at every stage of the recruitment funnel.
The outcome was a distinct and actionable employer brand model: an EVP, core employer values and clear proof points.
The EVP – “Shaping the future together – for Hamburg and its most valuable resource” – formed the foundation for a messaging strategy that feels both personal and purpose-driven. The result was a campaign that moved beyond standard testimonials and activated target groups in a more relevant and distinctive way.
+41%
Increase in employer brand awareness
-27%
Drop in cost per application
+22%
rise in internal brand identification
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We founded LAGOM Network this year to do things differently.Not more noise. Not more fluff. But delivering the right dose of what our clients and employees need. Not more, not less.
Tim & Emanuel
Co-Founder LAGOM Network
