The EVP evolved into a campaign that showcases employees as the key ingredient in the recipe for success, designed to expand with every new vacancy without needing a new concept.
Guma manufactures in Bilten in the canton of Glarus, outside of major urban centers. They recruit for a wide range of departments, from production and plant operation to product development. As a manufacturer of semi-finished goods for industry and catering, Guma is barely known to end consumers, which makes recruitment difficult, as people don't look for jobs at companies they don't know. The company lacked a defined employer value proposition and a distinct visual language to show who stands behind their products.
The EVP was developed together with Guma in employer branding workshops. The result was a phrase that fits this client like no other: employees are the heart of the company or, in the language of a food manufacturer, the most important ingredient in the recipe for success. Emarket translated this idea literally into the creative concept. The campaign focuses on individual employees, featuring their first name, age, and role, with each subject carrying the headline "a pinch of" followed by the person's first name. Above this is the campaign statement: "Many of our recipes are secret, but not the one for our success."
Photos were taken in work clothes using tools from everyday work life, supplemented by mood shots from the facility and production. Based on the visualization concept, all employer brand touchpoints were designed consistently, and the subjects were adapted to the formats of the respective channels: outdoor advertising, newspaper ads, LinkedIn ads, and Instagram Stories, each with a link to guma.ch/jobs. The social media campaign carried the message beyond the region.
Guma now has an employer brand with its own visual language that is consistent across all touchpoints. The campaign mechanics are more than just a design; they are infinitely scalable. Every new person, every new role, and every open position fits into the same campaign without needing a new concept. Instead of a campaign with an end date, Guma has gained a modular system for recruitment where employees are not just extras, but the argument itself.
