Danilith shows grinta in employer branding
The construction sector has been facing a structural labour shortage for years. That is why Danilith wanted to focus more strongly on employer branding: to attract new talent while boosting the pride and engagement of its own employees. The campaign D’M&S developed fitted perfectly with the grinta mentality of the family business.
A campaign with a dual goal
The employer branding campaign we developed for Danilith has several goals. On the one hand, it aims to connect employees more closely with the company, let them act as proud ambassadors and thus make the organisation’s core values visible – also to potential new colleagues.
On the other hand, it has to convince exactly those candidates to choose Danilith.
The idea: the mentality of a flandrien
The question, of course, was: how do you stand out as an employer in a sector where many companies put out similar vacancies and messages? We found the answer close to home. Danilith is based in the Flemish Ardennes, the region of legendary cycling races and iconic flandriens.
The flandrien is a symbol of perseverance, craftsmanship and a no-nonsense mentality. Qualities that also define the people at Danilith. That gave rise to the idea of presenting them as the ‘flandriens of construction’. Important: the concept does give a nod to cycling, but above all it is an ode to the hard-working character of the flandrien.
Employees as the face of the story
To reinforce that idea, we chose an equally powerful visual style. During a photo shoot in the D’M&S studio in Bruges, we portrayed the Danilith employees as real people of flesh and blood, blue-collar and white-collar workers together. Their proud stance and gaze give the concept an authentic feel.
Grinta. They are the proud flandriens of construction, you can see that straight away. We then built the images into a series of assets Danilith can use in its recruitment communication. We already wrote the campaign story and created a separate logo and visual identity, ready for use in various applications such as social content and other HR communication materials.
Video brings … to life
In addition, D’M&S also wrote the script and produced a campaign video that brings the story of the flandriens of construction to life.
The video is already on the vacancies page of the Danilith website and can also strengthen Danilith’s employer image through other channels. To be continued.
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