BASF was faced with the task of positioning itself as an attractive and innovative employer while at the same time significantly strengthening its own brand presence.
The main challenge was to highlight the company’s innovative strength and create a unique brand experience.
In particular, young talents from generations Y and Z were to be addressed, who increasingly expect modern and digital experiences that go beyond conventional approaches.
The aim was to develop new digital formats to present BASF as a tangible and experiential employer brand while communicating the corporate culture and values in an authentic and convincing way.
Innovative solutions for a modern employer image
Working closely with ZREALITY, BASF developed a series of innovative virtual worlds that revolutionized employer brand communication.
A central component of this project was VR-based training programs that enabled employees to conduct training efficiently and from any location.
This digital solution not only helped to optimize internal processes, but also supported BASF’s positioning as a modern and future-oriented employer.
In addition, virtual hubs for team building were developed that enabled globally distributed employees to work together in an interactive and digital environment.
These platforms created space for networking and fostered a sense of community within the company.
At the same time, they underlined BASF’s innovative image and showed how the company uses pioneering technologies to promote modern ways of working.
Highlight of the collaboration: BASF VOYAGERS
A particular highlight of this digital transformation was the development of the interactive game “BASF VOYAGERS”, which was presented at GAMESCOM.
Visitors to the trade fair had the opportunity to immerse themselves in the world of BASF in a playful way and experience the company’s values and benefits.
This experience not only created intense brand loyalty, but also presented BASF as a pioneer in the use of modern technologies and gamification.
Successful implementation and measurable success
By using Metaverse technologies and gamification, BASF was able to successfully modernize its employer brand and position itself as an attractive employer for the young, digital-savvy target group.
The innovative solutions strengthened the emotional connection to the brand and made it possible to convey the corporate culture in an authentic way.
At the same time, external perception as a future-oriented employer was significantly increased.
This innovative approach has not only improved internal efficiency, but has also made a significant contribution to BASF’s digital transformation.
Through the targeted use of modern technologies, the company has managed to strengthen its brand presence and at the same time set the course for a successful future as a digital pioneer.
Conclusion
With the new digital formats, BASF has shown how modern technologies can strengthen the employer brand and improve interaction with the target group.
The digital transformation and the use of gamification elements have not only positioned the company as an attractive employer, but also underlined its innovative strength.
This lays the foundation for sustainable further development of the brand and its perception in the competition for the best talent.