CEZ (Evryo): From #CEZmotive - Employer branding campaign
Preview/description: Rogalski Damaschin signs CEZ Group's first employer branding campaign in Romania, now Evryo Group
Categories: Energy
Expertise:Rebranding, Communication strategy, Video creation & development, Internal communication, Digital marketing
Background of the employer branding campaign
CEZ Group, now Evryo Group, is one of the leaders in the country's energy production, distribution and supply market, with a team of nearly 2000 employees.
Team leaders, engineers and specialists from various departments, whether in offices or in Customer Relations Centers, CEZ people bring and generate energy. The field in which he works is vast and brings together professionals rarely seen in the spotlight, but without whom most everyday activities would not be possible.
For an energy brand, the differentiator does not only come from technology or infrastructure, but also from the energy of the people who support it day by day. Hence the need for an employer branding campaign that invites future colleagues to take a look at life in the company.
The mission was to attract the attention of professionals who know the sector, but especially people who feel the “energy” the same as those who work with it every day.
The campaign aimed to show future employees who CEZ really is, give them real reasons to join the company and discover if they share the same principles and goals.
The idea: creative concept
In Romanian, the expression “for N reasons” means “from an infinite number of reasons”. We wanted to show potential employees the reasons why they would like to be part of the CEZ team.
The concept “For CEZ reasons, energy comes from people”put the CEZ people in the spotlight and their motivations to be part of the group — motivations reflected in the executions of the TV, outdoor and online campaign, but also in the detailed “Alphabet of motives from A to CEZ” on the campaign website, www.Delaalacez.ro.
Implementation: integrated communication campaign
In a diversity of creative executions, the campaign offers an inside look at life in the company, the traits of its people, common values and the ability to always be one step ahead in the face of daily challenges. The campaign tells the story of the brand through the perspective of real employees, providing credibility and inspiration to potential future team members.
- Employer branding strategyDefinition and definition of the Employer Value Proposition
- Concept and productionof the employer branding campaign: 3 TV executions, OOH campaign, campaign presentation page, digital campaign, management of KOL (Key Opinion Leaders)
The TV campaign tells the real stories of the people in the CEZ and Distribuție Oltenia teams, from three different fields of activity: wind energy production, energy distribution and specialists who change the future through innovative strategies and ideas. In the three stories, CEZ employees are united not only by the power of nature, but also by the strength of the united team and its performance.
One of the campaign spots, filmed in the CEZ Wind Park at Fântanele-Cogealac, features as protagonists the very people who obtained the first innovation patent of the CEZ Group in Romania, for a solution that allows maximum wind capture.
