Volkswagen Group Poland

Employer Branding campaign "VGP by definition"

Concept and key visual development, as well as further implementation of the “VGP by definition” campaign. A campaign that aims to change the perception of the brand - often mistakenly associated with the VGP factory in Poznań. We decided to redefine VGP: show company values and offered job opportunities.


Volkswagen Group Poland


2019 - 2020

Scope of work

Research, strategic workshops, naming, campaign promoting the employer's image, comprehensive EB service, social media, event marketing.


Project Manager:

Iza Cienkus

Art Director:

Kacper Krysiak


Natalia Majchrzak


Kuba Szopka


Research, workshops, strategy

Before we started to create and implement a creative concept, we had conducted research and strategic workshops atVolkswagen Group Polska. Thanks to it we got to know the new customer thoroughly and showed the direction of the activities we would like to perform.


Internal and external communication

The campaign included the production of external (outdoor and digital) and internal (training catalogs, gadgets, posters) material. One of the campaign elements was also the Women's Day event(VGP Women’s Day) at Poznań University of Economics.


Social Media

As part of digital activities, we created aFacebook profile in order to promote the employer's brand on Facebook. We decided to go for six thematic series and attractive content for candidates. Thanks to this approach, just a few months after the start of the campaign, the profile was in the Top 20 at Sotrender ranking in the HR/Recruitment category, and in March2020 it reached 8000 followers.


Center of the campaign

The online and outdoor campaign had one goal: direct all the interest to the dedicated landing page that explained the teaser materials and presented the world of VGP brands and values.



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