Central Recruiting Platform for the Free State of Bavaria
Employer Branding & TYPO3 for the Free State of Bavaria
From patchwork to system: Schaller Digital developed a central careers platform together with a new employer brand for the Free State of Bavaria.
Bavaria is one of Germany's largest employers. For years, however, recruiting across 13 ministries and more than 1,000 public authorities was fragmented. Each authority recruited on its own, and a shared brand presence was missing. Schaller Digital brought this diversity together: from brand strategy through high-performance TYPO3 development to a large-scale omnichannel campaign, a central careers platform emerged under the umbrella of the "Sei daBay" brand.
Project data & key figures at a glance
Project data
- Client: Free State of Bavaria – Bavarian State Ministry of Finance and Regional Identity
- Role: Strategic lead agency with overall responsibility
- Timeframe: 1 year from concept to go-live, with ongoing development
- Services: EVP strategy, TYPO3 platform, omnichannel campaign, governance
Results
- One brand: 13 ministries and the State Chancellery united under "Sei daBay2
- One system: 1 central platform replaces more than 1,000 decentralised recruiting paths
- Campaign reach: 15.8 million impressions
- Go-live: delivered on schedule and on budget in 2024
- Traffic 2025: more than 241,000 visits and almost 580,000 page views
The starting point: great diversity, little visibility
Bavaria's public sector offers careers in dozens of disciplines, from IT and medicine to forestry. In public perception, however, an outdated image prevailed: slow-moving, bureaucratic, hard to navigate.
The fragmentation made the problem worse. More than 1,000 organisational units recruited independently. 13 ministries communicated with their own approaches, while the target groups ranged from school students to specialised IT professionals. Without a shared umbrella, attractive job profiles remained hidden on decentralised subpages.
What was needed was an architecture that allows central control without removing the autonomy of the individual ministries.
The strategy: central control, decentralised flexibility
Instead of isolated measures, we ran an in-depth strategic consulting process, and developed a modular system for the entire state administration.
- "Sei daBay": The employer brand provides the shared framework for all ministries. It sets clear visual and editorial guardrails without suppressing regional characteristics.
- Binding governance: Clear approval processes and role assignments ensure that 13 ministries work together efficiently, without slowing down coordination.
- TYPO3 as the technical foundation: The central platform at seidabay.de brings together all vacancies, introduces career profiles and guides different target groups straight to the entry points that suit them.
- The multiplyer: A consistent campaign look from posters to targeted formats on social media leads interested candidates directly to the platform.
The range of services in detail
Schaller Digital took on overall responsibility, from the first stakeholder workshops to ongoing server operations.
Development of the "Sei daBay" employer brand and its employer value proposition (EVP). Building the governance structure for 13 ministries and the State Chancellery, including facilitation of every coordination meeting.
Information architecture for diverse audiences, from school leavers to skilled professionals. Editorial planning, campaign concept, responsive web design, and the creation of visual guardrails and messaging hierarchies.
Development of the careers platform built on TYPO3. Integration of external systems such as Interamt, the Authega authentication service and applicant tracking software. Implementation of a roles-and-permissions model, accessibility in line with WCAG 2.1 AA, GDPR compliance, and hosting in Docker environments with regular penetration testing.
Web analytics with Matomo, continuous performance monitoring, search optimisation, training for decentralised editorial teams, and ongoing support through regular standing meetings.
Technology stack
The result: measurable success for the employer brand
The solution takes pressure off the administration and creates clear guidance for applicants.
With 15.8 million campaign impressions, the "Sei daBay" employer brand achieved high levels of attention. In 2025, seidabay.de recorded more than 241,000 visits and almost 580,000 page views.
At the same time, the website's clean data architecture prepares all content structures optimally for state-of-the-art search systems and future AI models. The Bavaria now has a robust recruiting system built to last.
Optimise your platform architecture now
Complex organisations need digital systems that work in a decentralised way and can be controlled centrally. We analyse your starting point and develop the right solution.
