ORANGEReady for the Future

Although Orange has long been at the top of Slovakia’s corporate rankings, increasing competitive activity and the rising war for talent made it essential to redefine its positioning. The brand needed a unified narrative and a strong communication framework that would re-establish its status as a top employer, particularly for people driven by innovation and eager to shape the future of technology.

Analytical Phase

The cornerstone of the project was an extensive analytical phase to capture a complete picture of how the brand is perceived both internally and externally.

We began with a series of workshops involving key stakeholders and a broad cross-section of employees. These gave us valuable insights into the internal culture and helped us identify specific dynamics within the company. However, our focus wasn’t just on mapping the current state, it was about defining the desired future state that Orange aspired to reach.

Based on in-depth interviews and a company-wide internal survey, we conducted a comprehensive gap analysis. This revealed both the areas where Orange excels and those needing improvement. We then compared these internal findings with market data from external quantitative research, benchmarked against key labor market competitors. The insights clearly highlighted the need to position Orange as a company for driven, bold individuals – people ready to embrace change, push technology forward, and build a future where digital tools serve everyone.

Strategy and EVP

Using data and insights, we defined a compelling Employer Value Proposition (EVP) aligned with Orange’s ambitions and brand values. The EVP reflects a culture rooted in courage, responsibility, and simplicity: principles that empower employees to directly impact Slovakia’s digital future.

It also emphasizes Orange’s commitment to its people, customers, and society creating a workplace where growth and personal development are truly supported. The EVP is targeted at proactive, results-oriented team players who are ready to take on new challenges.

The proposition is unified under the strong and inspiring tagline:
“Ready for the Future.”

Implementation and Integrated Campaign

Once the EVP was in place, we delivered a detailed implementation roadmap, featuring dozens of specific activities and initiatives designed to improve the company culture and align internal and external perceptions with the desired employer brand.

We also proposed and executed a fully integrated campaign built around authenticity featuring real Orange employees as the faces of the communication. Their portrayal, while modern and stylized, was designed to reinforce the key message: readiness for the future as a defining trait expected from every Orange team member.

These employees starred in a branded online video and appeared in static visuals used across both internal and external channels. The campaign was supported by a series of clear, motivating claims focused on personal development, innovation, career growth, and teamwork. The result: a consistent, impactful message about the kind of people Orange wants to attract as it navigates a rapidly changing tech landscape – people who can help it remain a dominant market leader, now and in the future.