Creative Tactics In Employer Branding: Case Study Of The “Career Without Frames” Campaign

Abstract

This paper explores the use of creative tactics in employer branding, focusing on the #KarijeraBezOkvira campaign conducted by Вега ИТ. The campaign represents a “reverse job ad” approach that uses humor, sarcasm, and authenticity to both attract and filter candidates. Through content analysis, digital metrics, and internal company data, the paper demonstrates how creative communication can enhance brand visibility and the quality of applications while maintaining authenticity. The findings suggest that humor and transparency are powerful tools for building trust and distinctiveness in employer branding.