With 4,800 students and 40 practice-oriented degree programmes, the Dresden University of Applied Sciences (HTWD) is one of Germany's top universities. With the developed employer branding, Kollaborat supports the HTWD in increasing its success on the labour market and expanding its position as an attractive employer.
Professors wanted! The employer brand of the Dresden University of Applied Sciences
Maintain eye contact
The visual world developed shows a holistic and authentic perspective on a professor's career. To this end, HTWD professors provided personal insights into both their professional and private lives, becoming brand ambassadors for the prof@HTWD employer brand. The unaffected proximity to real people from the professional field creates trust among future applicants. The deliberate differentiation from fake and short-lived stock material gives our employer branding humanity and depth.
Ideas become a strong presence
In line with an existing content concept, we gave the brand shape, colour and language. The result was prof@HTWD's visual identity, which fits perfectly into the university's corporate design. A simple style guide clarifies the use of graphic elements, typography and imagery.
Let texts speak
We support the prof@HTWD team with headlines and text modules for the efficient communication of their content and values, and our editing of the career pages on the HTWD homepage optimised the availability of information for potential applicants. With templates for a variety of digital and analogue formats, we help our partners at the university to design their communication media efficiently and practically.
Design processes
The prof@HTWD employer brand aims to have an impact beyond a successful application. To this end, Kollaborat has developed guidelines for organising the onboarding process for professors, using targeted measures and clear communication strategies to create a positive experience and strengthen the bond between employees and the university.
Project facts
Period: May 2023-October 2024
Customer: Dresden University of Applied Sciences
Task: Employer branding, brand training, service design
Participants: Sebastian Magnus, Hendrik Möller
Photography: Martin Klindtworth, Leipzig
