dormakaba local faces

dormakaba is a global leader in access solutions. In 2024, the company established an international Business Services center in Sofia, bringing its strong corporate reputation and ambition to expand operations. As a highly B2B-focused brand, dormakaba still needed to strengthen recognition among local talent. With the launch there was a need to bring relevance and context and to show the organization offers unique opportunities in Sofia – far beyond being “just another corporate center”. Our task was to translate the global brand into a local context, bringing the international platform “A place where you matter” into an authentic employer brand. Instead of pushing generic “We are hiring” messages, we approached recruitment as a B2C marketing challenge, building a B2E communication in three pillars: The Vision: First, we set the stage at the leadership level. Management communicated the strategic importance of the Sofia hub and the logical next step: local expansion. The Faces: We realized the story had to be local. “A place where you matter” had to mean OUR people. This led to big employee activation: a photoshoot where teams nominated colleagues. For two days, the office became a studio, mixing teams and management in a celebration of real culture. The Funnel: We launched a marketing-led recruitment campaign and deployed the authentic “Faces” assets across Meta, Google and LinkedIn, creating a full digital funnel where awareness helped to drive high-quality applications.