Think beyond. Act together.
The claim combines two mindsets: entrepreneurial thinking beyond one's own desk and collaborative action within a team. Unlike a purely recruiting-driven campaign, this campaign is initially aimed at the existing workforce. After all, those who embody the employer brand themselves also project it credibly to the outside world.
Real voices.
At the heart of the campaign is the testimonial concept „The Compelling Story.“ Instead of staged stock photos, it features real colleagues from the Amsterdam office. The concept assigns one of ten facets to each individual, such as international connections, personal growth, entrepreneurial spirit, or excellence in casework. Employees like Anna van Bracht, Alexis Gavriilidis, Ralph Potgieter, and Nelleke Mensink share their facet in their own words. Thus, a law firm's catalog of values becomes a collection of authentic voices, and the employer brand turns into a reflection of the actual culture.
To ensure the campaign resonates in day-to-day work, brot & salz rolled it out across multiple channels simultaneously. Roll-up banners bring the testimonials right into the office hallways, while digital signage screens display the same messages on monitors throughout the office. In addition, email banners in internal correspondence serve as reminders of the campaign, and a short outro animation rounds out the video content with the campaign’s signature style. This ensures that employees encounter the campaign not just once, but repeatedly throughout their day—at the reception desk, on their screens, and in their inboxes.
Culture to experience:
The Summer Event
Employer branding shouldn’t stop at images and messages. That’s why brot & salz brought the 2025 campaign to life with a summer event in Amsterdam. Following a kick-off and an opening speech by Kim Tan, as well as a guest presentation, the event featured games, a walking dinner, and live music. The evening concluded with an awards ceremony and an afterparty at Oliver’s Amsterdam. The venue was divided into several zones—from the bar and reception area to a lounge, an „Appreciation Tree,“ and the BBQ area. In this way, the event brought to life exactly what „Think beyond. Act together.“ promises: working together.
The result is an employer branding campaign that initially strengthens Baker McKenzie internally: with real faces instead of stock photos, multiple touchpoints in everyday work life, and a joint event that brings the claim „Think beyond. Act together.“ to life. Employer branding here means: showing your own culture to your own people first.