Die neue Arbeitgebermarke der BVG

Description

With 14,700 employees in 240 departments, the BVG is Berlin’s 4th-largest employer. The problem is that he company is in need of new staff in all departments, but is mainly thought of as a transport company. In a comprehensive employer-branding process, BVG’s core values were embedded into the new employer brand – the basis for a large-scale, 360° recruiting offensive across all relevant touchpoints. The result for BVG is more applicants, more hires and, as an employer, more success than ever before.

Statement of the jury

The BVG is known for its funny, self-deprecating advertisements, which position it as a likeable public transport company. As an employer, on the other hand, it has to deal with a lack of skilled workers. This was successfully counteracted beyond all measure with an unparalleled recruitment drive where the core values of the BVG as an employer were translated into an emotional campaign in quite an original manner. The campaign was distributed over all relevant touchpoints and led to a wave of applications. Awesome feedback, through which the BVG was able to gain even more relevance and visibility among the target group as an employer, believably differentiate itself from the competition, and position itself as one of Berlin’s top employers.