Schaeffler. Drive your career
Gold
Excellence in Brand Strategy and Creation
Employer Branding Activities & Campaigns
Details
The Schaeffler Group was looking for employees for jobs relevant to the future and needed to change the image of the target group. This was achieved by a campaign with the employer promise "Drive your career" – implemented with a lot of social media and moving images. The result was 240% more traffic to the careers page and a conversion rate of 17% with 1,896 qualified applications. A GfK brand measurement shows an image improvement in the key values.
The Jury‘s Statement
The Schaeffler Group has been driving forward pioneering inventions and developments in the field of motion technology for 75 years. It is vital for the company to find the right people for the many demanding, technology and IT-related jobs. The recruiting campaign created for this purpose with the message "Drive your career" addresses the young target group in terms of content and visuals at eye level, without pandering. Likeable, dynamic and contemporary - in keeping with the lifestyle of young people. The prospect of making a career as part of the team and actively shaping the future of the brand credibly positioned Schaeffler as a modern and interesting employer. Leaving the traditional recruiting route was clever and the success of the refreshingly new and likeable campaign was more than deserved.
