Carl has crafted a compelling and emotional employer branding strategy to stand out in the competitive craftsman recruitment market. Through extensive analysis involving workshops and surveys with employees from various departments, they developed a clear position that uses the symbol of an electric circuit to represent daily teamwork. The company seeks loyal team players to fill the missing links in their team. Their visual language draws inspiration from evocative sports moments, like the stadium entrance and locker room talks, emphasizing unity and camaraderie. The campaign's slogan, "Close the circle! Welcome to Team Carl," reinforces this message. Initial efforts included creating job advertisements for both print and online platforms to convey their unique team-centric culture.