Job Korea (operating corporation Worksphere, CEO Hyun-Jun Yoon), an AI/data-based HR tech platform, announced on the 10th that it has launched a CI (Corporate Identity) rebranding campaign along with a change in its company name.
This campaign is a project commemorating the 30th anniversary of Job Korea and the launch of its new mission, 'Worxphere', and captures the brand's journey of representing the time of working people, regardless of whether they are full-time or part-time, in a single video.
The campaign video examines the changing work culture in Korea, from a hiring environment centered on paper resumes and newspaper advertisements to innovations in online and mobile recruitment, shifting perceptions of non-regular workers, and the so-called "era of job change." Personifying JobKorea and Albamon, the video metaphorically depicts a new era by depicting a job change to Worksphere. The title, "Confirmation Request for JobKorea Albamon Job Change," reflects the everyday experiences of office workers.
This campaign goes beyond simply introducing the brand's history. It illuminates the issues raised and the process of building social consensus from the perspective of working people in each era. Through this, it signifies the expansion of JobKorea's established brand assets into a new HR tech ecosystem called Worksphere.
In particular, by leveraging generative AI models throughout the entire campaign video production process, Worksphere embodies its future-oriented HR tech corporate identity and AX (AI Transformation) strategy. This approach goes beyond simply explaining the technology itself, and is characterized by its approach of expressing the brand philosophy and message through technology.
Through this rebranding, the company plans to expand the trust and emotion built from past user experiences into AI technology, and prepare for the next 30 years while maintaining the brand's core value of "creating a better future through better experiences."
This campaign embodies Worksphere's direction of redesigning the overall work experience from a focus on 'jobs', and symbolically demonstrates that each platform, including Job Korea, Albamon, Job Planet, and Nine Hire, is connected under a single technology and philosophy.
To celebrate the rebranding, a customer engagement event will be held alongside the campaign launch. Starting later this month, the event will be held sequentially across major services, including Job Korea and Albamon, for approximately one month, allowing users to experience the new mission and brand message.
Kim Yeo-reum, head of the Beyond Branding Team at Job Korea, said, “This campaign is a project that goes beyond a change of mission and declares our identity and future vision as an AI native HR tech group,” adding, “It contains the meaning of becoming a brand that presents the future of work with the most advanced technology.”
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