Initial Situation
Like many industrial companies, the organization faced the challenge of attracting qualified young talent for its production department. Traditional recruiting methods such as job postings and career fairs were increasingly losing their effectiveness with younger audiences. The company was looking for a communication approach that would feel authentic, relatable, and contemporary.
Approach
To address this challenge, the company decided to leverage corporate videos that offer realistic insights into everyday working life. The focus was not on glossy, high-end production, but on authentic portrayals of daily tasks, the working environment, and the people behind the machines.
- Authenticity over advertising: The videos feature real employees and genuine work processes.
- Targeting a younger audience: The format, tone, and style were specifically designed to resonate with young professionals and apprentices.
- Simple distribution: The videos were shared both on the company’s career website and across social media channels for maximum reach.
Results
The response to the videos was overwhelmingly positive:
- More applications: A noticeable increase in applications from young talents for apprenticeships and entry-level positions in production.
- Better candidate fit: Applicants had a realistic understanding of the work and therefore proved to be a better match for the company.
- Enhanced employer brand: The modern communication approach demonstrated that the company operates in tune with the times, embracing openness and transparency.
Conclusion
The use of authentic corporate videos has proven to be an effective strategy for attracting young talent to production roles. Beyond the immediate recruiting success, the videos made a lasting contribution to strengthening the employer brand, positioning the company as an attractive and forward-thinking employer in the region.