Employer branding campaign

„Ist doch KA.“ – The city of Karlsruhe takes a stand.

How do you get people to identify with a city – not just as citizens, but as potential colle­agues? That was the question at the outset. Because the city of Karlsruhe wanted more. More visibility. And more personality.

The challenge was not only to attract new talent, but also to create a new image with a new employer branding campaign. One that breaks with outdated bureau­cratic proce­dures. One that shows that the city is not just being adminis­tered – it is being actively shaped.

Karlsruhe is modern, diverse, and livable. But hardly anyone knew that when it came to jobs in the public sector. That was exactly what needed to change. From the ground up. With a campaign that activated internally and convinced externally.

An idea – at the heart of the city

“Ist doch KA.” – a simple play on words that hits the mark. Between “Ist doch klar.” (It’s obvious) and “Karlsruhe” lies a commu­ni­cative bridge that carries every­thing. Emotional. Flexible. Approachable. The modular headline mechanism allows for individual lines – depending on the target group, job world, or benefit. From trainees to execu­tives. From image to recruiting.

At the heart of the campaign? Not models. But the people who keep the city of Karlsruhe running every day. Who take respon­si­bility in daycare centers. Who ensure safety in the public order office. Who modernize processes in the adminis­tration. Filming and photo­graphy took place where they make a diffe­rence: in the heart of Karlsruhe. On the streets, in the stadium, at the castle. Over 16 different locations visually convey the diversity of the city – and how work and life come together here. 

They look directly into the camera, supported by bold, monochrome color fields that stand by them like a statement. Each color refers to a theme or department. They emphasize the diversity of the city—and at the same time create a structure within the campaign. A visual principle that provides orien­tation and works across all channels. 

Commu­ni­cation that builds bridges

The campaign unfolds throughout the entire candidate journey—from the first encounter on social media to the conver­sation at the job fair. It meets people where they are and shows them who they could be: part of something bigger. Part of this city. Whether on posters, on the career website, in trams, or at internal events, “Ist doch KA.” creates recognition and closeness.