Generation Y is less interested in fame and honour than in personal wellbeing and asking themselves: “Who am I surrounded by, who am I working with?” Empathy and trust are key when it comes to choosing an employer. The recently launched recruitment campaign with numerous video portraits and interviews answers these questions for the long-term. Martin et Karczinski has a lot to offer, writes W&V author Leif Pellikan. The branding agency as long been an organisation that adapts to future applicants’ requirement. Rigid team structures have already been broken down and new working models are being developed, such as the ›Home Office‹.