Implementation of the Employer Branding Strategy for CD Projekt Red

#KeyVisual #EmployerBrandingStrategy #CareerPage #Research

About the customer

CD PROJEKT RED, founded in 2002, is a renowned studio that develops and publishes video games for PCs and next-generation consoles. The studio has gained global recognition for The Witcher series and Cyberpunk 2077.

The company employs over 1,000 professionals from around the world, with its main studios located in Poland—in Warsaw, Kraków, and Wrocław—and in North America. The studio is known for its high-quality games and its commitment to a culture that supports diversity and mature storytelling in video games.

Customer:

CD Projekt Red

Completion date:

July 2021 – February 2022

Scope of work:

Strategy, brand experience workshops, research, internal materials, job postings, key visuals, career page

Challenges

Assessing and Improving Employer Branding in the Dynamic and Competitive Video Game Industry.

Reducing employee turnover and shortening the duration of recruitment processes.

Developing a communication strategy tailored to the needs of both internal and external employees.

Standing out from competitors in the gaming industry, and attracting and retaining talented candidates.

Increasing employee engagement and loyalty.

Goals Set

Consistent communication of values

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

Development of an EVP strategy

Developing a strategic Employee Value Proposition (EVP) that addresses 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 internal and external communication processes.

Results of the collaboration

- - - Defining the key employer attributes and the pillars of the EVP that set CD PROJEKT RED apart from the competition.
    - The creation of a career page that aligns with the Key Visual and serves as the primary point of contact between candidates and the employer. Grounded in authenticity and highlighting the company’s core business areas and opportunities for growth, it represents the best outcome of our collaboration.
    - Improvements to the recruitment process, which enabled a better match between candidates and the company culture by clearly defining target groups and developing candidate profiles.
    - Improving employee engagement and satisfaction through strategically tailored internal communication.
    - Creating creative materials that facilitate communication with candidates and strengthen the employer’s brand in the market.