We Play Better
because employees’ authentic stories are the best way to promote the brand.
EVP Strategy | Creation and Communication
Tune in to our frequency, scroll through this case study, and see how PLAY’s values came to life through the faces and voices of our employees.
Find out what really makes an impact in employer branding.
Customer:
PLAY
Completion Date:
2024-2025
Scope of Work:
EVP Strategy, Creative, Communication, Social Media
It started like any good conversation – with a need
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However, it wasn’t about a new minutes package or faster internet, but about something that builds a genuine connection between people: authentic values, consistent communication, and employees who feel they are part of the brand.
PLAY knew it wanted to speak to its team the same way it speaks to its customers—clearly, simply, and in a language that resonates. The goal was to create an EVP that not only looks good in key visuals but, above all, works—in the office, in the store, in everyday conversations, and in recruitment processes. The idea was for the values to stop being just an HR project and become a living expression of the organizational culture.
Challenges that had to be synchronized
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The EVP that had to get a signal
The new values couldn’t just be limited to the presentation. The idea was for the EVP message to be visible everywhere—from the key visuals to the careers page to everyday conversations within teams.
Real Faces Instead of Stock Photos
Instead of yet more slogans, PLAY needed real heroes – employees who became the faces of the campaign and lent authenticity to the EVP. They are the ones who appear on the careers page and in employee engagement materials, lending credibility to the messaging.
Communication That Has Power - More Than Just Being There
Social media and EB channels had to sound like the way people actually talk at PLAY – without contrived marketing, but with energy and language that builds connections. As a result, the EVP has become a message that people want to hear.
Our recipe… for communication that reaches a wide audience
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Fierce competition for talent
The EVP at PLAY wasn’t just a PDF document. We relied on workshops and focus groups with employees to gain real insights. As a result, the strategy moved beyond the slides and found its way to where it’s needed most—in day-to-day work, on the careers page, and in recruitment processes.
Social media that sound authentic
We analyzed the target audiences and their expectations regarding the employer brand. Based on this, we developed messaging that speaks in a human voice—consistent with the EVP but free of corporate pomposity. The result? Greater engagement and a community that recognizes PLAY as a place where it’s truly worth working.
Employees Who Became Heroes
Instead of stock photos—the faces of PLAY. We organized a professional photo shoot and recorded testimonials from employees who became the stars of the key visuals, the careers page, and all of EB’s communications. It’s thanks to them that the EVP has a real face and inspires trust.
Key Visual and Materials That Convey Values
Based on the new EVP and the insights we gathered, we created consistent key visuals and a suite of employer branding materials—from the careers page, through key visuals, to social media content. This is a consistent communication strategy that shows that at PLAY, the EVP isn’t just theory—it’s a living experience for employees.
Thank you for your trust and feedback
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