Exceptional people, extraordinary solutions

Never stop developing
The battle for IT talent is fiercer than ever. Demand is soaring, but the supply of qualified candidates can’t keep up—making recruitment in the industry increasingly cutthroat. In the race to fill roles, it’s easy to cast the net too wide. But that approach comes at a cost. High turnover doesn’t just strain budgets. It chips away at culture and can end up costing far more than money.
Systematic has taken a different path. With their latest employer branding campaign, built on the brand DNA "Never stop developing," they’ve succeeded in reducing turnover, strengthening culture, and improving recruitment outcomes—by attracting exactly the kind of people who thrive in their environment.
Rather than bending to industry trends, Systematic has invested heavily in the culture it believes in: team-driven, office-based, and rooted in authentic relationships.
The employer branding campaign was built to reflect this bold position, using real employees to tell real stories.
The results speak for themselves: top-tier placements in employer rankings voted by thousands of Danish IT professionals, a 17% eNPS increase, and a turnover rate well below industry norms.

Systematic is driven by two things: Making a difference. And doing it together. Their vision—to create a better world through exceptional software—is supported by a company culture that puts teamwork front and centre.
The core objective of this campaign was to attract stronger matches and retain top talent—people who would not just fit in but thrive within Systematic’s unique culture.
Systematic only just started working on their employer brand in 2022 with the development of the brand DNA “Never stop developing.” In 2024, the goal was to actively communicate this promise to the right candidates—those who are passionate, team-oriented, and eager to grow professionally and personally.
Unlike competitors, they don’t offer primarily remote roles and do not outsource any tasks. Instead, they create a workplace where people want to be: inclusive, relaxed, and alive with passion.

The aim of the campaign was to make that vision tangible and desirable. To spark interest among candidates who share this belief—and to deter those who wouldn’t thrive in Systematic’s collaborative, in-person setup.
A second objective was to create internal pride and connection. By placing real employees at the heart of the campaign, Systematic aimed to strengthen cultural engagement across offices and increase engagement among current staff.

Primary target audience: IT professionals in Aarhus, Copenhagen, and Bucharest who value passion, teamwork, and personal authenticity and want to make a difference where it matters most.
Working closely with Systematic’s Talent Acquisition team, the digital media audience was precisely defined to secure high-quality impressions.
Rather than reflecting the general population of IT professionals, the campaign content was tailored to resonate specifically with the type of people Systematic wanted to attract—those who did not only fit the role, but the culture they have invested heavily in building.
Secondary target audience: All Systematic employees
Internally, the insight was that employees take great pride in Systematic’s culture but sometimes lacked visibility into—and ownership of—how it is communicated externally. By involving them as contributors (through Tech Bytes, thought leader posts, and video participation), the campaign built bridges between internal identity and external positioning.

The campaign was launched on April 10, 2024, and continues to run as an extension of Systematic’s existing always-on effort.
The campaign is structured as a funnel, with tailored content for each stage—except the consideration stage, which was intentionally omitted to create a faster, more seamless path from initial awareness to conversion.
Awareness: Employee portrait videos
The awareness track features a new video concept called “Exceptional people, extraordinary solutions” (explained below) shared via social and paid channels.
Retargeting: Thought leader ads
The retargeting track features thought leader ads—content developed by Systematic’s own experts on topics they’re genuinely passionate about. These are published at a rate of about two per month to maintain a steady presence.
Decision: Targeted job ads
The final stage of the funnel features targeted job ads—shown only to individuals who’ve met specific engagement criteria. This ensures that vacancies are presented to candidates who have already shown a genuine interest in Systematic’s culture.

The goal was to attract and retain the right talent by creating authentic content that reflected the culture through real employees.
The employer brand was developed as a visual and tonal extension of the corporate brand, using a differentiated but clearly connected color palette. The line “Never stop developing” encapsulates the company’s promise to both existing and potential colleagues.
Every activation in the campaign reflected one or more EVP pillars:
• Unique developer experience
• Continuous personal and professional growth
• Exceptional people, extraordinary solutions
• Room to be you

Key creative concepts:
• Exceptional people, extraordinary solutions: A series of employee portraits focusing entirely on who colleagues are outside the office, highlighting their passions—from an internationally recognized filmmaker to a reigning world champion in bench press.
The videos are a reflection of Systematic’s belief that individual growth fuels professional excellence and help position Systematic as a workplace where people are valued as individuals, not just employees.
The videos were produced across multiple locations—Denmark, Romania, New Zealand, and Australia—to ensure representation.

• Thought leader ads: Posts by employees that reflect Systematic’s values—written in the employees’ own words and shared from their own channels. The content can vary from personal reflections and behind-the-scenes glimpses to technical deep-dives.

• Tech Bytes: The Tech Bytes series are short articles written by employees on technologies and processes they work with. While relevant to the company’s domain, the focus isn’t on promoting Systematic’s products, but on sharing insight and expertise.

Altogether, these creative concepts let Systematic’s employees—and their passions—do the talking, driving internal engagement while positioning the company as an authentic, expert-driven workplace that stands apart from the competition.

The campaign delivered measurable results across all core objectives: attracting stronger talent, reducing turnover, and reinforcing Systematic’s culture.

External results:
• Ranked #8 most attractive place to work of 60 in IT Profilanalysen 2024 (up from #21 in 2023)
• Ranked #8 in Universum’s Employer Attractiveness Ranking 2024 (up from #17 in 2023)
• 217 new FTE hires during the campaign period—73 more than in the same period the previous year
• 39% of respondents in IT Profilanalysen 2024 said they would be interested in a relevant job with Systematic, up from 32% in 2023 and above the industry average of 36%

Internal results:
• eNPS rose from 38.3 to 45.0 – a 17% increase, placing Systematic in the “great” category
• Survey participation grew by 21% from the previous year, signaling stronger internal engagement
• When asked what characteristics best describe Systematic as a workplace, “Friendly culture” was rated highest at 4.5/5
• Turnover rate dropped to just 7.4%, well below tech industry norms of 15–20% suggesting strong employee retention and high seniority in a very competitive field
• Additional improvements in:
o Employee satisfaction
o Pride in the workplace
o Likelihood to recommend Systematic as an employer

Together, these results validate the campaign’s core strategy: When employer branding is rooted in authentic culture, it doesn’t just attract more talent. It attracts the right talent, builds internal pride, and creates lasting impact.