What makes a meaningful employer? All compa-nies ask themselves this question as it has a major effect on employees’ sense of belong-ing, their pride in the workplace, their achievements and how they shape the business going forward, day by day. For Irina Appelhoff, Head of Recruiting & Employer Branding, the core of how far people identify with the company lies in the development opportunities offered by DMK as well as in the employees themselves. “We have always placed great value on our culture at DMK, because only when our employees give their best with passion and team spirit can we create the best prod-ucts,” she says. “Colleagues who do their best for DMK every day and put their hearts and minds into their work help make this promise a reality.”

That means participation and a sense of belonging are not just empty words at DMK. To show this, the company set up a compre-hensive survey, the DMK Strengths Com-pass. It asked targeted questions to find out what motivates colleagues and what they expect from DMK as an employer, seeking to better understand how DMK differs from other companies. The results show how em-ployees work and cooperate with passion every day at DMK. “That is a big difference to our competitors,” she says.“The promise to our current and future employees: ‘Good team. Doing good. Pas-sionate about DMK.’ reflects our values exactly and emphasises our commitment to our employees and customers.” DMK set up a photo shoot with employees from several departments to show examples of good cooperation and the visibly positive mood. The images clearly illustrate who makes all the difference at DMK: “A true team working with passion to give customers the best possible service and quality.”What has long been DMK’s daily practice is now reflected in the company’s new employer brand. DMK wants to find commit-ted employees for team DMK through the new branding that explicitly reflects this powerful sense of belonging. “We believe that through our campaign, we will have a positive influence on our company.”