Employer branding as a strategy for improving employer and candidate attractiveness

Project Overview

Establishing Backbase’s employer brand, complementary to the newly redesigned corporate brand, we have managed to bring the core brand into a more playful way into the Life at Backbase brand. The mission of this employee brand is to increase Backbase’s retention rate and recruitment success. As the main initiatives, we have have created a new social media handle for our community, a fresh and new recruitment website, employee swag and a redefined internal communication strategy. 


Employees’ happiness overall scores went up, while the swag was proudly worn in more than 7 of our world locations. The newly redesigned website, with a smooth and simple flow for candidate application, has increased traffic more than 60% in 6 months.








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