Strategy Positioning Identity Film Comms platform Employee engagement Internal Comms Sub-brand Thought leadership Font design

Supporting the ambition to make steel carbon neutral

Steel production generates 7% of CO2 emissions globally. As one of the world’s leading steel companies, ArcelorMittal is investing billions to decarbonise steelmaking. To achieve this ambition and help the world get to net zero, they need to attract new talent. No easy task in a sector facing stiff competition from others recruiting from the same pool.

We work with ArcelorMittal across every aspect of their brand, raising the company’s profile, demonstrating relevance, and increasing the appeal to potential candidates.

We articulated ArcelorMittal’s purpose, summarised in ‘smarter steels for people and planet’. We wanted to convey how significant the decarbonisation challenge is. Because attracting committed people whose values align with theirs is essential.

A beautiful brand expression brought the purpose to life. Flexible and practical, it’s designed to appeal to key audiences across all points of contact.

We improved the talent attraction experience, making it meaningful and engaging for graduates and students, as well as experienced professionals. We adopted an ‘outside in’ perspective, redesigning everything. From job platforms, careers webpages and social media, to careers fairs and LinkedIn, our aim was to ensure a coherent, consistent experience.

ArcelorMittal wanted to make sure everyone understood the smarter steel challenge, and was able to tell a consistent story. We created a web-based brand platform to educate, engage and empower everyone to use the brand effectively.


The purpose has really landed with our people and everyone is engaged and aligned with the decarbonisation challenge.

Mandy Schwallach, Global Talent Attraction and Acquisition

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