PwC Germany:
‍VR Recruiting Experience

2023

Turning employer values into an immersive, spatial dialogue.
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A VR experience used in PwC’s #ImmersiveLab to demonstrate how immersive recruiting can make employer values tangible.

Role

Creative Director VR / UX & Design Lead, Product Owner

client

PwC Germany

service

Product Development

PLATFORM

Meta Quest Pro

Timeline

6 Weeks

PwC Germany Product Case Study

Context

PwC sought to rethink how employer branding is communicated. Instead of listing benefits or repeating generic value propositions, the goal was to let talent experience what working at PwC feels like.

The company planned to use the experience first and foremost as a showcase inside the PwC ImmersiveLab — a space where future-facing technologies are demonstrated to clients. The VR experience needed to convincingly illustrate why immersive tools can elevate talent acquisition.

The solution had to be highly accessible, clearly structured, and compelling across strategic stakeholders, from HR leaders to technology decision-makers.

Primary use: PwC ImmersiveLab demo
Secondary use: HR events & trade fairs
Focus: making employer values feel real, not just stated

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I led concept development, user experience, narrative design, and prototyping.

My focus was on transforming abstract employer values into clear, spatial interactions, setting up a production process that enabled a high-quality rollout within five weeks, and shaping a demo asset that PwC could confidently use with clients.

Opportunity

PwC needed a modular, narrative VR format that could be rolled out within five to six weeks — fast enough to match internal innovation timelines and polished enough to represent the brand’s technology leadership.

The opportunity was to create a compact, guided experience that:

makes employer values tangible rather than declarative
requires no onboarding or technical familiarity
works as a strategic demo asset for selling VR recruiting to clients
can later extend to HR use cases like trade fairs or onboarding

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In short: a format that authentically communicates PwC’s culture through spatial storytelling.

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PwC Germany VR Recruiting was first used at the GamesCom 2023.LinkedIn

Approach

I designed a narrative structure composed of four micro-scenes, each translating a core employer value — such as flexibility, health, social security, or team culture — into an interactive spatial metaphor.

The design approach followed three principles:

Content over interface
Natural hand gestures replace classic UI elements. The interaction disappears behind the message.

Scene-based storytelling
Each scene focuses on one clear theme, reducing cognitive load and improving memorability.

Zero-friction entry
No menus, no controllers, no motion sickness — enabling instant engagement in a demo environment.

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This clarity made the experience effective for both strategic presentations and fast-paced live demonstrations in the ImmersiveLab.

Experience Design

The VR experience is set on the rooftop of PwC’s Tower 185 in Frankfurt — a symbolic, elevated vantage point for exploring what working at PwC entails. The four scenes included different interactive assets:

The Workroom
A spatial take on hybrid work and autonomy. Smalll storys like a gesture-activated smartphone revealing work-from-home policies or a laptop informing about remote work supplies.

The Wellbeing Space
A scene centered on safety and support. Interactable sport equiment, scenery ambient and a folding umbrella visualizing employee familly and social protection.

The Ideas Room
A place for growth and development — explored through objects that represent routines, learning, and career discovery.
The Commons
A shared cultural space expressed through elements highlighting collaboration, belonging, and celebration as also corporate benefits.

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The full experience took around seven minutes with all interactions optimized for short, high-impact cycles, ideal for guided demos and executive sessions.

Process

The entire project – from ideation to rollout – was completed in five weeks.

To deliver at this pace, I established a process oriented toward transparency and iteration:

Single Miro board as the project’s source of truth; user flows, asset briefs, UI concepts, QA notes
Weekly rapid prototyping on Meta Quest to validate interactions and approval early
Scene-based Kanban for 3D assets, animation, audio, and testing
Close co-creation with PwC to refine value messages and metaphors

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Importantly, the primary delivery target was a polished, reliable #ImmersiveLab demo: a product PwC consultants could use to demonstrate the strategic value of immersive recruiting to clients.

Secondary use cases such as trade fairs and HR activations were enabled by design but did not drive the core process.

Tapping an edge instantly reveals its dimensions.

Outcome

The VR experience quickly became a strategic sales asset within the PwC ImmersiveLab, used to showcase how immersive tools can reshape employer branding and talent engagement.

Later, PwC adopted it for:

HR events and trade fairs — generating 20% more qualified leads with less staff explanation required
Client workshops — demonstrating immersive communication formats
Internal brand storytelling — reinforcing the shift toward experiential employer branding

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The project contributed to PwC’s broader narrative: employer branding should not be claimed, but felt.