This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful. When you explore any website, it has the capability to enhance your browsing experience by storing and retrieving information through cookies. These cookies primarily aim to tailor the site to your preferences, ensuring it functions exactly as you anticipate. While this information typically doesn't directly reveal your identity, it empowers you to enjoy a more personalized web journey. At our site, we prioritize your privacy rights, granting you the freedom to control which types of cookies you allow. Simply click on the various category headings to discover more and adjust our default settings accordingly. Nevertheless, please note that disabling certain cookies might affect your overall experience on the site and the range of services we can provide to you. Read our Privacy policy.
2023 / Employer branding
Croatia Control
Employer branding strategy for sky-high quality of hires
- Services:
- Employer Branding
- Branding
- Design
- Job Ads
- Creative Strategy
- Copywriting
Challenge
Croatia Control is a Croatian state company whose main job is to guide airplanes through all flight phases, focusing on air traffic safety, regularity, and efficiency. As you can imagine, the highest level of air control safety is a demanding job that requires a lot out of the people executing it, but provides much in return.
Our task here was to find out Croatia Control’s strengths they should communicate to wider audiences, and weaknesses on which they should work on to become an even better employer.
FIRST-HAND EXPERIENCE
To kick-off our employer branding discovery phase we had to conduct several employee focus groups in the most fascinating work space we have ever been in. Focus groups are great means to gather as much information as possible in a timespan that does not take too much from people’s working hours. Focus groups were held inside the premises of Croatia Control where we could get the first hand experience of their work surroundings, a bit of their culture, and a gasp of their everyday work.
SKY PILLARS
As Croatia Control employees work every day to protect the soaring skies, Croatia Control is working even harder to provide great things in return for their hard work. Through our process, we have defined 3 main pillars that are the key for the safe sky above us.
Creative Story
While creating the whole creative concept we wanted to focus on two main points – the entire story of Croatia Control revolving around the sky above us and Croatia Control being a place to be if you are willing to protect the sky, citizens, passengers, and flight crew. With the further development of the creative concept, the concept itself merged with the slogan into one employer branding claim – Your Place in the Sun (in Croatian, the phrase is “Your Place Under the Sky” — fitting, is it not?).
Voice mapping
ART DIRECTION
The art direction of the Croatia Control employer brand is designed to aim for the target group to recognize and notice it, and to further differentiate Croatia Control as an employer from other companies on the market. The idea of the art concept was to firmly connect it with the main slogan – Your Place in the Sun. As the main element, we use a blue gradient background, which is a symbol of the sky. The accompanying visuals are soothing. The entire art direction is clean and calm, just as the controllers must be calm and focused to perform their work well.
FLY HIGH
To safely launch a successful employer branding strategy you need to communicate it internally as step 0, and then spread the message around the globe! We came up and designed both internal and external materials needed for great employer brand communication.