Brabender Technologie (as of 10/22 Kubota Brabender Technologie GmbH), headquartered in Duisburg, is—65 years after its founding—one of the world’s leading manufacturers of gravimetric dosing units with digital weighing technology, as well as discharge devices for bulk solids and liquids across all industrial sectors. With branches on every continent and many locations worldwide, the company ensures sales, consulting, service, and spare-parts procurement for its highly precise dosing units and systems for customers around the globe.

Until now, the topic of careers received little attention on the Brabender Technologie corporate website. Current job postings were not prominently placed. Other information relevant to prospective applicants was scattered across the website. Not ideal conditions for staying ahead in the competition for top talent. Due to the skills shortage, qualified job seekers in industries such as the technical sector have long been able to choose their employer.

In addition, anyone looking for a new job is, of course, online today. On job and recruiting portals and via search engines, job seekers compare the available opportunities. Anyone browsing platforms such as Stepstone for suitable positions sees many interesting companies with similar job ads. The risk of losing suitable applicants directly to competitors is comparatively high.

This has led to a paradigm shift: accordingly, it is not only employees applying for a job, but companies applying—at least to the same extent—for good employees. However, for consulting, sales, and service of its complex dosing technology, Brabender Technologie depends on qualified employees. In consultation meetings, the client recognized the need for action.

Together with the Marketing and HR departments, we developed a tailored strategy to position Brabender Technologie as an attractive employer. The goal: to present the brand in a way that makes it more appealing to current employees and potential applicants than the competition. Which communication channels and measures fit the defined target group? What strengths and weaknesses does Brabender Technologie have as an employer? And what benefits can applicants expect?

The design was optimally aligned with job searching to ensure maximum user satisfaction. Key to this: presenting the company authentically with its own “Ruhrpott” DNA, making its identity unmistakably clear.

On a dedicated careers page, all key information in the application process is brought together. This central place forms the heart of the employer branding strategy and creates the necessary emotional connection to Brabender Technologie.

We integrated the following content into the careers page:

• The company and the Duisburg location
• Values and corporate culture
• Employee benefits (benefits)
• Employee statements, as well as
• Current news (press releases)

In the future, the careers page will be continuously expanded with additional content, such as employee stories. With this in mind, we chose the highly flexible ProcessWire content management system. It can optimally support the modular structure of the one-pager.

For the design, we combined existing elements of the corporate design with high usability optimized for job searching. We enhance the user experience with a friendly, approachable visual language that puts people at the center. The photos were taken in an employee shoot conducted specifically for the careers page. This turns employees into brand ambassadors for their company. A positive side effect: the careers page strengthens the workforce’s identification with Brabender Technologie.

The integrated applicant tracking software from Softgarden also enables fast processes from application through to hiring. Job postings can be created with just a few clicks, optimized for mobile, and published on job portals. New jobs then appear in sync on the company’s careers page and are optimized for search engines.