The challenge
In 2023, Danone IT&Data set out to build a 200+ strong team of specialists for Europe from the ground up. The goal meant reaching people with a particular mindset – ready for a technological revolution and for designing processes from scratch.
The challenge for the Uszka w Barszczu agency was to present Danone – perceived as a traditional FMCG brand – as an innovative technology hub. The communication needed a format that would unify scattered touchpoints across the entire candidate journey and instantly capture developers' attention.
What we did
We translated business goals into the language of sound. Together with the agency, we rolled out a concept that carried a recurring musical theme (leitmotif) and the campaign's audio logo through every stage of recruitment: from brand spots, through videos with the CTO, to onboarding materials. The identity was built on three elements:
Original composition
Instead of stock sounds, we created a track that blends a digital character with cinematic tension, setting a mood of adventure and mystery.
Sound design
We designed dedicated sound effects that mesh seamlessly with the music and lift the whole experience to another level.
Brand voice
We chose a single, distinctive female voice. It became the candidate's sonic guide, ensuring emotional consistency across all materials.
We also proposed a community-building activity: employees were invited to co-create a playlist of tracks that help them focus while coding. The response was huge, and the popular playlist became part of building the team's new community.
Video
The results
Music and sound became a strategic tool that made a real contribution to the campaign's goals:
The campaign also built awareness of Danone as a modern tech-sector employer.
Why it works
Emotions before facts
In employer branding, candidates follow their emotions and choose an organization's culture before they analyze the facts. "Sound carries emotion, image carries information" – the sonic layer makes the difference.
Mood and project scale
A custom sonic identity builds a distinctive mood and underscores the scale of a project.
Repetition builds trust
Repeating a single theme across the entire HR journey significantly increases brand trust and keeps the audience's attention from fragmenting.