Karrierestories
For Strabag's strategic mission "Work on Progress", we developed the Karrierestories – one of the largest employer branding formats in the DACH region. Over 150 episodes since 2023. We meet employees across the most diverse roles and discuss their challenges and visions. The format has grown organically, expanded by two additional production lines in the same framework: compact social media hooks and recruiting films with four protagonists each rather than one. Together a strategic instrument actively supporting Strabag's people-and-culture goals.
Strabag is one of Europe's largest construction groups, with thousands of employees in vastly different roles. The challenge: how do you create employer branding that stays fresh over time and honestly reflects the enormous diversity of a corporation? Not a one-off campaign but a format that grows, keeps evolving – and still reliably hits the goals of a strategic EB programme.
We developed script templates for our directors that serve as interview guides. From the employees' own answers, coherent storylines emerge. Each episode has its own character, but the format stays recognisable. Alongside the main film, we deliver social media cut-downs in vertical format, trailers in 16:9, 4:5 and 9:16, and localised German and English versions. Operationally, we built up six teams that can shoot in parallel. In Germany, we work with regional production partners selected by location – saving travel costs and giving the client maximum flexibility in scheduling and locations. Around the main format, two further production lines have grown inside the same framework over the years: compact social media hooks for fast reach growth, and recruiting films with four protagonists and their own concept. Together this forms a multi-year employer branding system – not a series but a platform.
Over 150 produced episodes since 2023. Three formats interlocking inside one production logic. The series has become a fixed part of Strabag's communication and has evolved from pure employer branding into a strategic communication instrument. A partnership that has grown over the years and one we value deeply on both sides – with a measurable contribution to the people-and-culture goals of an international corporation.
