NIVEA / Beiersdorf
Employer Branding and Diversity Communication Strategy: Beiersdorf, the global company behind NIVEA, developed an employer branding initiative designed to strengthen its reputation as an inclusive employer and attract diverse young talent. The challenge was to translate the brand's value of care into a tangible corporate communication and PR strategy capable of connecting with new generations.
The Project
What we did and how
We designed an integrated communications strategy combining PR, digital communication, internal communication, and influencer marketing, amplifying the initiative and positioning Beiersdorf as a company committed to diversity and opportunity inside employer practice, not only inside marketing language.
Corporate Communication and PR Strategy
We promoted an internship program with diversity goals, reserving 50% of positions for Black candidates, and built a PR and media storytelling program focused on inclusion, opportunity, and corporate values. The messaging was held consistent across press relations, social media, and internal communication, so the same story landed inside and outside the company.
Content and Brand Engagement Strategy
We positioned LinkedIn as the primary platform for the employer branding narrative, partnered with creators aligned with the target audience, and showed up in universities and events to connect with Gen Z talent directly, so the campaign reached the audience where decisions about employer reputation actually get formed.
Highlights
- Integrated PR, digital, internal, and influencer communications strategy
- Internship program reserving 50% of positions for Black candidates
- LinkedIn positioned as the primary employer-branding platform
- Direct presence in universities and Gen Z events
- Consistent messaging across press, social, and internal channels
Results:
- 196 media placements
- $1.96 million in earned media value
