JobKorea, an AI and data-based HR tech platform whose operating company is Worxphere, said on Monday it has launched a corporate identity rebranding campaign alongside a change of company name.

The company said the campaign is a symbolic project linking JobKorea’s 30th anniversary and the launch of the new name, Worxphere. It stressed that the video captures its journey representing the time of all people who work, regardless of whether they are full-time or non-regular workers.

It added that the campaign goes beyond a simple introduction of brand history. It said it focuses on bringing together, under the new name Worxphere, its history as a leading domestic recruitment platform, including the issues it raised on behalf of working people in each era and the expansion of social empathy.

The company said the campaign used generative AI models across the entire video production process.

Yeo-reum Kim (김여름), head of JobKorea’s Beyond Branding Team, said, "This campaign goes beyond changing the company name, and is a project declaring our identity as an AI-native HR tech group and our vision for the next 30 years." She said, "It reflects on the past but does not remain there, and delivers a message that we will become a brand that speaks about the 'future of work' with the most advanced technology."