“IT’S ALL OR NOTHING” – thjnk AND THE STATE OF BADEN-WÜRTTEMBERG LAUNCH AN EMPLOYER CAMPAIGN.
- May 21
- 2 min read
From grassroots sport to wine apples: the campaign highlights the breadth of the state’s remit – and why it often involves far more than just administration.
Whether it’s bypass roads, water supply or the preservation of regional orchard meadows: many of the tasks carried out by the State of Baden-Württemberg happen behind the scenes – yet their impact is immediately felt in everyday life. This is precisely the focus of the new employer campaign “It’s all about this.”, which launches across the state on 12 May.
The campaign was developed in collaboration with thjnk for the state of Baden-Württemberg’s new employer brand. It focuses on professions that rarely attract public attention but perform vital tasks for society and infrastructure – from IT specialists and finance experts to nursing staff.
The visuals combine different areas of the state’s work in short phrases such as “Import, export and mass participation sport” or “Runways, bypasses and career paths”. This creates a picture of just how varied the work for the state can be – and how closely many of these tasks are linked to people’s everyday lives. Ulrike Hess, Head of Human Resources at the State Ministry Baden-Württemberg: “As an employer, the state administration offers job security and flexibility in everyday life. At the same time, it opens up a wide range of opportunities for applicants to develop their careers and explore new paths. Through this campaign, we aim to raise awareness of the work carried out by the State of Baden-Württemberg, attract dedicated colleagues, and express our appreciation for the daily work of staff within the state administration.” Hendrik Heine, Chief Client Officer, thjnk: “As an employer, the state administration offers job security and flexibility in everyday life. At the same time, it opens up a wide range of opportunities for applicants to develop their careers and explore new paths. Through this campaign, we aim to raise awareness of the work carried out by the State of Baden-Württemberg, attract dedicated colleagues, and express our appreciation for the daily work of staff within the state administration.” The campaign will be rolled out via large-scale out-of-home displays across Baden-Württemberg, as well as through digital formats and target-group-specific adverts on LinkedIn.
The new careers portal, karriere.landbw.de, is also launching alongside the campaign. The state has consolidated all its job vacancies there – ranging from roles in ministries and state-owned enterprises to apprenticeships and administrative positions.
The employer brand, with the slogan “Working for the State”, was developed by Strichpunkt and ties in visually with Baden-Württemberg’s state design.