Schwarz IT, part of the IT and digital division Schwarz Digits, has developed its own AI-generated corporate voice for the current employer branding campaign, which will be used for marketing purposes in the future. The basis for creating the “Voice of Black IT” were recorded recordings by employees.
(Image: Schwarz-IT)
In addition to the “Voice of Schwarz IT” with more than 25 different videos, the broad employer branding campaign aims to give potential applicants an insight into the daily work of Schwarz IT employees in order to demonstrate the variety of possible fields of work, but also the to present a lived work-life balance.
All employees from all areas and teams were able to have their say. On specially set up voice recording days, the voices were recorded, analyzed and processed using speech synthesis software and artificial intelligence. Not only acoustic parameters such as pitch or tempo were taken into account, but also emotional nuances and speech rhythms. During the entire development process, particular attention was paid to reflecting the gender balance in the company. The result: an approachable voice that authentically represents the company.
“With the ‘Voice of Black IT’ we show that modern technology and human emotionality are not mutually exclusive. One of the biggest challenges was maintaining the balance between uniformity and individuality. We are very happy with the result. It is an authentic voice with a high recognition value that we are constantly developing,” explains Christian Müller, Co-CEO Schwarz Digits. In addition to the employer branding campaign, the company voice should become an integral part of communication.
The employer branding campaign and the “Voice of Black IT” were created in collaboration with the Hamburg agency Scholz & Friends. Sertan Oyman, Creative Director emphasizes: “The voice is completely independent of external factors, can be translated into different languages with different emotions and no one has to sit in the recording studio for hours or negotiate new buyouts. We see this as sustainable.”
