FROM A NONAME TO A COVETED EMPLOYER BRAND
Do you know Kölleda? But you should. Not because aromatic peppermint is cultivated in the small Thuringian town, but because new automotive standards have been set here since 2003 – with the best engines in the world from MDC Power.
The figures for MDC Power, a Daimler AG company, are impressive: over 6 million engines manufactured and more than 1,400 employees. But despite its great success and its strength in growth and innovation, the automotive company had one problem: a low profile as an employer brand and a high demand for new and qualified employees.
Exactly this had to be solved with a cross-media employer branding campaign.
EMPLOYER BRANDING WITH UNDERSTANDING AND HEART.
The task was clear: New employees had to become aware of MDC Power as an employer brand. To achieve this, an employer branding campaign was needed that hit the nail on the head – or even directly into the heart.
Interviews, competition analyses and workshops made the core of MDC Power as an employer brand visible. The great strength: The company not only builds the best engines for the most coveted cars – MDC Power also sees itself as the engine for the future of the region. And the heart of MDC Power as an employer brand? It is the people who build the excellent engines here.
A HIGH HP CAMPAIGN ON THE NET AND ON THE STREET
In addition to the company's own website, the emotional cinema spot "Wir sind der Motor. Du bist das Herz." (We are the engine. You are the heart.) was spread via social media, while the message could be read on roll-ups, posters, the company brochure and the trade fair stand.
The campaign started exactly with the ceremonial inauguration of two production halls in Kölleda, with which MDC Power created 250 new jobs. Likes and shares also made the measures visible nationwide.
A COVETED EMPLOYER BRAND, ALIVE AND KICKING THROUGH CLEVER COMMUNITY MANAGEMENT.
With over 14,000 likes, shares and contribution clicks on Facebook, clever community management also contributed to the reach of the campaign – 5 months after the launch of the website, the success was reflected in figures:
- 63.000 page views
- 14.000 direct URL entries
- 4 minutes average length of stay
- 8.544 clicks on application form
But the greatest proof of success goes far beyond that: All vacancies for the new production lines have been successfully filled and a strong signal is still being sent out internally today: The core of MDC Power's corporate success is the workforce. One that continues to communicate the brand consistently and successfully internally even after the launch of the recruitment campaign.
The campaign was awarded the GWA Profi 2016 in gold. A reward for the courage of the customer and the creativity of the agency.