Light your spark

SD Worx is an all-around HR partner for SMEs, large organisations and job seekers, active in Europe. The dynamic organisation has the burning ambition to be the leading European provider of integrated, end-to-end HR solutions for all organisations and workers.

To achieve its goal, SD Worx has to dispose of the right kind of talent in-house. Therefore, they asked us to develop a strong employer branding campaign aligned with their corporate brand and existing Employer Value Proposition (EVP). Our assignment was to come up with an umbrella concept which triggers the brand from the inside out, spreading
positive energy amongst colleagues and future SD Worx employees.

‘We spark success’. That’s the core of SD Worx’s EVP. Whether it’s within the organisations of its clients or within the SD Worx family. We took the idea of the spark and turned it into one key message: ‘As a motivating employer, SD Worx creates an environment where people continuously spark each other to grow: individually, as a team, and for clients and their
employees.’

We decided to make the spark tangible and use it as a strong and recognisable visual element of an international campaign, where we clearly defined the spark: it’s an intrinsic motivation, something that drives you, in your life or your work. In the campaign, we show different people fostering their spark. They become better and happier and spread the spark to their colleagues and customers. With the clear call to action ‘Light your spark. Join us’, SD Worx invites applicants to become the best version of themselves.

Since the campaign extends beyond Belgium, we developed a multi-channel toolbox for local marketing teams, including design guidelines, instructions for producing local testimonial videos, and a practical messaging matrix. “It was crucial that the local SD Worx offices were fully aligned with the campaign’s story. We carefully assembled the briefing kit to involve and activate the foreign teams as much as possible,” our creative director Kris Lenaers highlights.

The campaign was launched as a pilot project in Spain and Poland and has been rolled out further across Europe. It runs via posters and social media campaign videos in both long and short formats and is complemented by a digital advertising campaign featuring inspiring testimonials and targeted job ads.

Engaging SD Worx employees was another key focus of the campaign. That’s why we developed, scripted and directed the “Spark Talk”, an internal radio broadcast filled with feelgood interviews, tips and stories, encouraging people to find and light their spark.