Ursus Breweries launches a new campaign to promote its employer brand: “Brewing Beer, Writing Stories”

Miruna Macsim 23/08/2023 | 12:34

This year, Ursus Breweries has refined its strategic employer positioning, focusing on its core values: its people and the opportunities they have to elevate their careers to the next level.



Ursus Breweries, Romania’s largest beer producer, is embarking on a new campaign to promote its employer brand. The campaign, defined after multiple internal studies, aims to better capture the elements that bring together its over 1,600 employees. The concept of the new communication platform, “Brewing Beer, Writing Stories,” highlights three key pillars that define the company’s organizational culture: friendship, passion, and growth.

“Passion is the ingredient that adds flavor to each brand of beer in our portfolio, and our success comes from colleagues who have the curiosity to explore new ideas and the desire to continuously develop. We have a long history and are proud to brew the beer loved by millions of Romanians and to write our story together with over 1,600 colleagues. Our brand’s strategic positioning captures the essence of Ursus Breweries: a diverse team of dedicated colleagues who put passion into what they do and leave their mark on the company’s history and evolution every day, alongside people with whom they resonate and form close friendships,” said Roberto Follacchio, Vice President of Human Resources at Ursus Breweries.

Company Ambassadors: The Employees

The concept of the new communication platform, “Brewing Beer, Writing Stories,” expresses the company’s commitment to continue developing a work environment where every employee feels comfortable, valued, and eager to grow and contribute to the brands in Ursus Breweries’ portfolio. The message is reinforced by a team of brand ambassadors consisting of employees from all departments, who have become the face of the communication campaign and wanted to share details about their experience at Ursus Breweries and tell the story of their career evolution within the company.

Ursus Breweries: A Top Employer Focused on Creating Meaningful Connections

The company has received the Top Employer certificate from the Top Employers Institute in the Netherlands for the past three years. This certification was obtained after a rigorous audit that evaluated aspects such as the quality of the work environment, the ability to attract talent, development opportunities, well-being and recognition programs, diversity, and inclusion.

In recent years, the organization has undertaken numerous initiatives to create a better and more inclusive working experience. These include joining the principles of the Diversity Charter in Romania, which represents a public commitment to creating a diverse and inclusive work environment, as well as an organizational culture based on equity. Additionally, Ursus Breweries has signed the LEAD Network commitment to support gender equality, launching several actions in this area in 2023.

Employee-Centric Organizational Culture

The new strategic employer brand positioning better captures the key elements of the organizational culture. At Ursus Breweries, colleagues develop in a collaborative and friendly environment where people are encouraged to recognize their peers’ merits, and continuous feedback contributes to both individual and business growth. Ursus Breweries encourages celebrating achievements through recognition programs that reward individual performance, teamwork, efforts, and even tenure in the company.

Furthermore, Ursus Breweries employees have the opportunity to participate in well-defined well-being programs that cover three areas: physical health, emotional well-being, and interpersonal relationships. These include regular workshops and sessions with experts in fields such as nutrition, psychology, mindfulness, and overall health. Additionally, employees have access to private medical subscriptions, special assistance programs that provide financial, psychological, or legal counseling to them or their families, and extra days off for volunteering. Moreover, Ursus Breweries employees can engage in various volunteer actions organized by the company, which involve activities like environmental cleanup, creating mountain trails, working with disadvantaged groups, and much more.

For more details about development opportunities at Ursus Breweries and current career opportunities, visit: https://ursus-breweries.ro/cariere-home/.

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