Employer branding campaign attracting tech talent

A new and important industry is taking shape.

Light the Way introduces the photonic chip industry as a place to work.

PhotonDelta, the organisation accelerating the Dutch photonic chip ecosystem, wanted to position the industry as an attractive destination for talent. Not by promoting individual companies or vacancies, but by presenting one shared story.

The ambition: create awareness first. Give the industry a recognisable face and help future talent understand why this sector matters, what it enables, and where they could fit in.

Light the Way introduces the photonic chip industry as a place to work. Rather than explaining how photonic technology works, the experience focuses on what it makes possible.

Light became the central visual element. Symbolising possibility, opportunity and the role talent can play within the industry.

Light the Way was developed as a recruitment experience and rolled out across digital channels to build awareness and recognition. Assets were distributed through social media, paid advertising and online content, introducing the industry to a broad and relevant audience.

Created to make a new industry visible and meaningful to future talent.

The experience guided interested users towards PhotonJobs, the central career platform for photonics. Connecting exposure with a clear next step for exploration aligned awareness and recruitment within one coherent structure.

Light the Way established a clear entry point into the photonic chip industry. The experience helped make the societal relevance of photonic technology tangible and approachable for future talent.

By presenting the industry as something still in development, the experience invited people to see themselves as part of its future. It created a shared foundation for long-term talent growth across the sector.