Employer branding is what makes you interesting and distinctive to both potential and current employees. With the right employer branding, you can secure and maintain a preferred position in the minds of your staff and prospective talent. Furthermore, when your employer branding is well-developed, it becomes much easier to attract the right people directly.

We have recently been working with healthcare organization Careyn on the rebranding of their recruitment department. During our branding sessions, we asked ourselves: Why would younger generations, with all the challenges they face today, care about an aging society that needs to be looked after? Our research during the branding process revealed that the target audience particularly values meaningful work, flexibility, contributing to something greater than themselves, connection, and opportunities for development.

Caring for others as a profession is not easy. Careyn knows it can be difficult at times, but also that it is a deeply rewarding experience. They understand that care is much more than just providing a service. Caregivers are the common thread that connects everything together. They are the ones who make the mission possible by looking after those who need it most. That is why we chose to incorporate a "common thread" as a supporting element in the graphic identity. This thread not only reinforces the brand message of interconnectedness and support but also adds a sense of movement to Careyn's identity. We integrated this into the logo and a set of illustrations that can be used on their website, in print materials, and beyond.