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Deutsche Telekom

Turning Deutsche Telekom into an employer of choice


  • Technology & telecommunication


  • Employer branding
  • UI/UX design
  • Brand communications (internal and external)

Deutsche Telekom is a global benchmark brand, and the company is breaking new ground with innovative products and new ways of working. To build the digital world, Deutsche Telekom needs the best and the brightest across all functions – from IT experts to customer-facing employees.

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The situation

Our aim was to position Deutsche Telekom as an attractive employer in all businesses in all countries, make recruits aware of all the innovative work topics and provide guidance to the organisation demonstrating the future of work. The strategic imperative was clear: develop a relevant, differentiated and credible Employer Value Proposition (EVP) – to attract and retain the best employees and to secure the success of the company in the future.

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What we did

In “A Journey of Sharing” – together with internal stakeholders across Europe – we developed, tested and implemented the new employer branding of Deutsche Telekom.

The scope of our work included:

  • In-depth analysis of the current situation, vision and market environment
  • User input from an internal online community, the research of 2.500 European graduates and 70+ international stakeholder interviews
  • Collaborative opportunity identification in international workshops
  • Strategy development and testing
  • EVP toolbox setup (look and feel, guidelines, assets and templates)
  • Implementation and roll-out guidance
  • Continuous engagement of internal stakeholders across Europe – because “Life is for sharing”
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Our solution

A strong new global EVP describes what employees can expect from working at Deutsche Telekom – framing all messages to internal and external target groups, structuring and organising HR offerings and setting the stage for a positive employee experience. An ambitious, simple and different message is brought to life with a stand-out design – to attract the go-getters, the unconventional thinkers, the game-changers. The very people who will shape the success of the company in the future.

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Need more details?

Contact MetaDesign Berlin +49 30 59 00 54 0