Implementation of the Employer Branding strategy for CD Projekt Red

#KeyVisual #EmployerBrandingStrategy #CareerPage #Research

_About customer

Founded in 2002, CD PROJEKT RED is a renowned studio that creates and publishes video games for personal computers and next-generation consoles. The studio has earned global recognition for The Witcher series and Cyberpunk 2077. The company employs over 1,000 professionals worldwide, with its main studios located in Warsaw, Krakow, and Wroclaw, Poland, and in North America. The studio is known for its high-quality games and commitment to a culture that supports diversity and mature storytelling in video games.

Customer:

CD Projekt Red

Date of completion:

July 2021 – February 2022

Scope of work:

Strategy, brand experience workshops, research, internal materials, job postings, Key Visual, career website

_Challenges

Assessing and improving employer branding in the dynamic and competitive video game industry.
Developing a communication strategy that will be tailored to the needs of internal and external employees.
Increasing the level of employee engagement and loyalty.

Reduction of turnover and recruitment process times.
Standing out from competitive gaming companies, attracting and retaining talented candidates.

_Set goals

Consistent communication of values

Consistent and clear communication about CD PROJEKT RED's value as an employer, including by creating an attractive careers website based on the company's authentic image and its human side.

Building an EVP strategy

Building a strategic EVP (Employee Value Proposition) that will respond to the needs of the labor market and current employees.

Improving the quality of recruitment

Improving the quality of recruitment by matching candidates to the company culture.

Increasing employee engagement

Increasing the engagement and loyalty of current employees and reducing turnover.

Improving communication

Improving the internal and external communication process.

_Effects of cooperation

- Defining key employer attributes and EVP pillars that distinguish CD PROJEKT RED from the competition.
- Developing a career page that aligns with the prepared Key Visual, serving as the candidate’s primary point of contact with the employer. Based on authenticity, highlighting the company’s core business and development opportunities, is the best result of our collaboration.
- Improving the recruitment process, which allowed for a better match of candidates to the company culture thanks to the precise definition of target groups and the development of candidate personas.
- Improve employee engagement and satisfaction through strategically tailored internal communications.
- Creating creative materials that support communication with candidates and strengthen the employer’s image in the market.