For a company, “branding” is an essential element to engrave the value of the business in people’s minds. Let us introduce the branding story of SK hi-tech battery materials Poland, which has devoted its heart and soul to promote the name of SK IE Technology in the global market.

About SK hi-tech battery materials Poland: It is SK IE Technology’s first European subsidiary, located in southern Poland. SK IE Technology is a material business subsidiary of SK Innovation and it has been leading the wet LiBS⁽¹⁾ market for electric vehicle batteries worldwide.

(1) LiBS (Lithium-ion Battery Separator, lithium-ion battery separator): A core material for batteries placed between the positive and negative electrodes of the battery in a thin film shape to prevent abnormal operation such as explosion and ignition, also a core high value-added products that affect battery performance and stability.

01 | Hi, Poland! Coś nowego czeka na Ciebie! (Hi, Poland. Here’s something new for you!)

SK hi-tech battery materials Poland gave careful consideration to the branding concept to introduce SK IE Technology and its business to the locals in the most friendly way.

The key concept that was created after a long contemplation is ‘Hi, Poland!’

This concept is intended to break down the barriers and get closer to Polish locals who are still unfamiliar with SK Innovation, Korea’s leading energy and chemical company, and SK IE Technology, a leading global wet LiBS vendor. It also aims to attract those who are interested in eco-friendly New Technology, and everyone who loves new challenges.

In addition, the company made a slogan in the Polish language, “Hi, Poland. Coś nowego czeka na Ciebie! (Hi, Poland! Here is something new for you!), expressing the will to grow together with the local community of SK IE Technology and its new technology as the first firm to produce LiBS and CCS⁽²⁾ in Poland.

(2) CCS (Ceramic Coated Separator): A high value-added product reinforcing SK IE Technology’s mixed inorganic layer on one or both sides of a current lithium-ion separator, significantly increasing heat resistance and penetrating performance directly related to battery stability.

02| A step closer to Polish consumers through branding via both online and offline channels

For effective branding, SK hi-tech battery materials Poland has actively utilized online and offline channels. In particular, the company makes efforts to introduce its brand through creating and spreading promotional content tailored by generation in the recruiting process of local personnel.

 ▲ Poster of SK hi-tech battery materials Poland

The company designed posters and brochures based on the core concept and the slogan, and posted them on social media channels such as Facebook (link), LinkedIn (link), and YouTube (link). The video content that focused on local recruitment included company introduction and interview by the SK hi-tech battety materials Poland employees, including the HR managers.

 ▲ (Top) Official Facebook and LinkedIn page of SK hi-tech battery materials Poland/ ▲ (Bottom) SK hi-tech battery materials Poland members prepare for the local recruiting content

The company has also consulted with local government offices such as the KSSE(Katowice Special Economic Zone), Dąbrowa Górnicza City Hall, and the Ministry of Labor and posted promotional content on their websites and bulletin boards. Furthermore, the contents were also published through the local media, attracting more attention from the locals.

 ▲ SK hi-tech battery materials Poland members visiting Dąbrowa Górnicza City Hall (left) and the Ministry of Labor

SK hi-tech battery materials Poland has also actively utilized online recruitment platforms in Poland. The company posted job opening notices on the recruitment centers page of local universities to secure young and competent talents. The notices are also on the recruiting websites that has the most frequent visits of job seekers in Poland. As a result of such active branding activities, the average competition rate reached 30:1 and it even reached the rate of 31:1 in the case of Blue Collar jobs.

 ▲ SK hi-tech battery materials Poland’s Job opening (left) and Recruitment poster (right) posted on a local online recruitment site

Furthermore, SK hi-tech battery materials Poland plans to use the newly created branding content in outdoor advertising such as buses and bus-stops, including radio, newspapers, and job fairs at universities and government offices as well.

Let us get more details from Choi Yoo-jin, an employee of the Materials Management Support team of SK IE Technology, who was in charge of SK hi-tech battery materials Poland’s branding project.

☞ Polish version