25.04.2023
Three years of employer branding for St. Marien- und St. Annastift Hospital:
Reaching the young target group together.
St. Marien- und St. Annastift Hospital is a modern general hospital in Ludwigshafen am Rhein. And in keeping with the hospital's motto "For people - with people", the focus is always on the patients.
In order to convey this message to the outside world, we are supporting the hospital for the third year in an employer branding campaign - including social media and Google AdWords measures. This time, however, there was a special feature: the video platform TikTok.
Workshop with the trainees: What really appeals to the target group?
Why should the young target group decide to train at the nursing school of St. Marien- und St. Annastift Hospital? The finished clips will answer this question.
But first it was necessary to develop a joint concept. To do this, the wob team went to Ludwigshafen to the nursing school. In a joint workshop, they brainstormed and created the basic framework for the later clips. Also present: our contact person and the person responsible for personnel marketing, Christian Körner, the deputy head of the nursing school, Hans-Peter Graber, as well as two trainees learning there - after all, they not only belong to the desired target group, but are also very familiar with the contents of their training and also play the main roles in the finished clips.
From the insights gained in this way, we developed the finished storyboards together with the client. Special attention was paid to the modern equipment of the nursing school, the numerous further training opportunities after the training as well as the individual support of the trainees.
The current campaign status in figures:
The finished clips went online on TikTok in January 2023, and the figures achieved in the first five weeks are quite impressive:
- Over 4,000 views in total
- Around 1,803,000 impressions
- More than 11,000 clicks
The TikTok platform is very well suited for employer branding campaigns to achieve very favourable reach and engagement with a young target group.
Would you also like to find and retain the right employees and are planning an employer branding campaign? Then simply write us at info@wob.ag