Employer branding: Paul & Co for a strong employer performance

Corporate culture, career opportunities and leadership – these are the three most influential factors for strong employer branding. Large corporations are not necessarily at the top of the wish list of applicants, the hidden champions make the running. And these are often the innovative family businesses. Like the hard paper tube and edge protector manufacturer Paul & Co, a Kunert Group company: as a global player with 17 locations in Asia and Europe, the innovation leader in hard paper tubes employs around 2,000 people.

Relatively unknown is its attractiveness as an employer, especially on the training market. The exciting apprenticeships in the paper processing industry and the excellent development opportunities are little known or even unknown to prospective apprentices.


“We are committed to tomorrow.”

At Paul & Co, they don’t think in terms of quarterly figures, but in terms of generations. The self-commitment “to tomorrow” includes acting towards people and the environment in accordance with the principle of sustainability, as well as constant innovative strength and a quality standard of excellence. Paul & Co’s employer branding is therefore concise and authentic: “We are committed to tomorrow. For future and current apprentices, this means: here, we encourage and challenge. They are listened to and guided and accompanied on their way through their training. And at the end of the training? New doors are always opened for new opportunities.


Success stories that show the way

For Paul & Co and its German core plants, we initiated an analytical-strategic employer branding process, the results of which can be seen in the new career portal, the heart of the campaign. The corporate culture with its manifested value system finds its space there, as does the corporate self-image. As ambassadors, the employees lend their face to the employer brand. The individual success stories give potential applicants insights and the youngsters in the company perspectives on attractive development prospects. “Three technical apprenticeships, three excellent degrees, three career leaps – all in one and the same company. A successful Bayern triple,” one of the ambassadors and enthusiastic football fan tells us, who today lives his profession as an innovation driver in the R&D department.

On the way to your tomorrow

Three flyers were created for apprentice marketing, which are distributed at career information fairs and online. The company provides training in industrial-technical and commercial professions and offers itself as a practical partner for dual studies. The apprentices, trainees and professionals were happy to pose for our photo shoot.

The company’s application to the pupils starts with “Your navigation system is set for the future – on the way to your tomorrow”. They learn how the company “ticks”, which training concept is practised and which apprenticeships are offered. The use of pseudo-youth language is deliberately avoided.

The apprenticeship campaign is flanked by advertisements placed on apprenticeship portals and magazines as well as in regional newspapers. Social media marketing and the implementation of many other ideas are being planned.

With the apprentice navigator through the apprenticeship programme

For all those who have found their place with the casing specialists, the trend-setting and accompanying “Azubi-Navi”, individualised for all German plants, has been created. The 100-page navigation system, which has been integrated into the intranet structure, contains all relevant information for a good start and for reference. Individual training plans are also provided for each apprentice. Guided and accompanied. Promoted and challenged.


At Paul & Co, what is promised is lived. We were allowed to provide creative and conceptual support in giving the employer brand its unmistakable profile. Thank you for your trust.