Employer Branding Campaign – Unternehmensgruppe Frauenrath
In order to find suitable trainees for the coming training year and at the same time to optimally position itself as a brand, the Frauenrath company relies on CICHON+TRAUTMANN.
Task:
Development of a recruiting campaign to attract trainees in the following professions:
Sewer Worker
- Pavers - Road Builder
The Frauenrath Unternehmensgruppe is broadly positioned On its website, the company writes: „Whether road construction or traffic routes, earthworks or sewer construction, whether project development, turnkey building construction or facility management, whether landscaping, recycling or demolition: around 420 highly qualified employees in Heinsberg in the Rhineland and Bretnig in Saxony vouch for 100% Frauenrath quality.“
Solution:
In order to reach and optimally address the target group, we must first understand what is important to the target group. So we take a closer look at young people - Genration Z.
For the most part, our target group still lives at home.
They love home and see their job prospects more locally than internationally. Friends and family are important to them. But the worry of having to leave to achieve something is big.
Time to dispel this worry: FINDE HEIMAT IM JOB!
Campaign Title - FINDE HEIMAT IM JOB
Some of the claims we created for the various companies. Each company has it‘s own color. Images are colorized in these colors.
To reach young people, you can‘t do without social media.
Nevertheless, the campaign is primarily print-based, as we also want to reach parents, who have a great influence on Generation Z.
People love merch – so we gave them merch.
We even adapted the campaign to two public buses in Heinsberg.
Thanks for watching.
