Employers face challenges such as online reputation, work preferences, turnover, and competition for skilled labor. With the goal of counteracting this situation and bringing about a positive sustainable change, INNOIT was commissioned to design and implement a comprehensive and targeted employer branding campaign. ROMA's multi-channel online campaign reveals an authentic work culture for its workes (German: Mitarbeiter) where the focus is on "with" (=Mit) rather than "work" (=Arbeit). It demonstrates a paradigm shift: The employment relationship is not a one-way street - success only comes WITH the right people, WITH attractive career opportunities, and genuine co-creation (=Mitgestaltung).