background
Wanna WOW with us?

Employer Branding 
Kärcher

Challenge  ACCEPTED

Aufgabe

Kärcher sucht weltweit nach neuen Talenten wie ITlerInnen, TechnikerInnen, IngenieurInnen, FinanzexpertInnen und Auszubildenden. Dabei ist die Konkurrenz enorm. Das Unternehmen tritt international gegen große Nummern an, in der Nachbarschaft des Weltmarktführers sitzen selbst einige Weltmarktführer und der eigene Eintrag im DUDEN scheint zu wenige potentielle Mitarbeitende in den Bann zu ziehen. Um Talente zu gewinnen und zu halten, will sich Kärcher deshalb etwas Neues einfallen lassen.

Idee

Mit der Botschaft “We are the Kärchers – Wanna WOW with us?” lassen wir diejenigen zu Wort kommen, die die Werte des Unternehmens tagtäglich prägen. Im Fokus stehen echte Mitarbeitende, ihre ganz eigene, einzigartige Art und ihre täglichen WOW-Momente im Arbeitsalltag. No Fluff. No Fake. 

Umsetzung

Gemeinsam mit Kärcher haben wir Recruiting zur Bühne umgebaut und Employer Branding gefühlsecht gemacht. Dazu wurden schon weit vor dem Launch der Employer Branding Kampagne die weltweit rund 16.000 Mitarbeitenden dazu aufgerufen, sich zu beteiligen. Über Monate hinweg wurden 2.700 Fragebögen ausgefüllt und mehr als 100 Videos eingereicht. Das Ergebnis: 1 Hauptfilm, 7 Einzelfilme, 7 Keyvisuals, zahlreiche Online-Assets und ein interner Hype für die Kampagne, die weltweit zu eigenem WOW-Content inspirierte.

WE ARE THE KÄRCHERS – WANNA WOW WITH US?

Filmreifes Recruiting. Für den Hauptfilm haben wir die Regeln des Kärcher Employer Brandings neu gestaltet, leere Worthülsen wie “Karriere” gestrichen und aus Recruiting ein Sprachrohr für ungefilterte Ideen gemacht. Was wir sehen, sind echte Charaktere. Was wir hören, sind einzigartige WOW-Momente. Von den Azubis bis zur Abteilungschefin. Und das weltweit, in über 80 Ländern. Das gilt auch für die insgesamt 7 Kurzfilme, in denen die ProtagonistInnen von ihren WOW-Momenten in ihrem Arbeitsalltag bei Kärcher erzählen.

Kein Stock, viel Bock. Die Mitarbeitenden geben nicht nur den Ton an, sondern auch ein gutes Bild ab. Dabei verzichten wir komplett auf Stock-Motive: Hier zeigen sich die 18 ProtagonistInnen wie Caroline, Patrick, Sabine und Gökay im authentischen Selfie-Modus. Das Besondere: Die Stills haben sie im Prinzip selbst geschossen. Den Drücker, den hatten sie in der Hand – ganz so wie im Alltag bei Kärcher.

Kampagnenmotive in Selfie Optik für das Kärcher Employer Branding Konzept Kampagnenmotive in Selfie Optik für das Kärcher Employer Branding Konzept Kampagnenmotive in Selfie Optik für das Kärcher Employer Branding Konzept Kampagnenmotive in Selfie Optik für das Kärcher Employer Branding Konzept Kampagnenmotive in Selfie Optik für das Kärcher Employer Branding Konzept Kampagnenmotive in Selfie Optik für das Kärcher Employer Branding Konzept

Visuelle Vielfalt. Neben dem Hauptfilm und den 7 Einzelfilmen wurden für die Kampagne insgesamt 7 Keyvisuals und unzählige individuelle Online-Assets für Social Media, Banner, Broschüren, Flyer und die Website erstellt. Diese bildeten die Basis für einen weltweiten Rollout in über 80 Ländern. Das Schönste daran: es funktioniert. Auf der ganzen Welt. 

Überblick Collage verschiedener Grafiken im Employer Branding Grafik Design
Print Kampagnenmotive als Plakat in der Stadt
Print Kampagnenmotive als Plakat in der Stadt
Carousel Ads mit Protagonisten, die von ihren Wow-Momenten berichten
Screens des Kärcher Karriere Social Media Kanals
Ansicht verschiedener digitaler Google Ads mit Kampagnenmotiven
Karriereseite auf unterschiedlichen Device Größen
Portrait von Simon Blaschke Director Corporate Culture Development

„Unsere Kampagne hat den richtigen Ton getroffen und Sprungbretter für unsere Landesgesellschaften gebaut. Dass sie so begeistert aufspringen und aktiv an der Weiterentwicklung unserer globalen Arbeitgebermarke mitwirken, macht mich sehr stolz.“

 

Simon Blaschke, Director Corporate Culture Development & Human Resources bei Kärcher

Consistency is key. Die Design-Guideline wurde speziell für den weltweiten Einsatz entwickelt und ist auf Deutsch und Englisch verfügbar. Damit schaffen wir einen einheitlichen visuellen Look – rund um den Globus. Im Mittelpunkt steht die K-Line: Sie symbolisiert den Way-of-WOW und zieht sich dynamisch durch die gesamte Kampagne. Als Fortführung der Logo-Linie passt sie sich homogen an das Layout an und sorgt für eine individuelle Note.

Bild aus dem Styleguide für die Employer Branding Kommunikation von Kärcher Bild aus dem Styleguide für die Employer Branding Kommunikation von Kärcher Bild aus dem Styleguide für die Employer Branding Kommunikation von Kärcher Bild aus dem Styleguide für die Employer Branding Kommunikation von Kärcher Bild aus dem Styleguide für die Employer Branding Kommunikation von Kärcher Bild aus dem Styleguide für die Employer Branding Kommunikation von Kärcher Bild aus dem Styleguide für die Employer Branding Kommunikation von Kärcher

RESULTS  RESULTS

Weltweit adaptiert.

Die Ergebnisse der Kampagne sprechen für sich: In allen 80 Ländern und 150 Gesellschaften wurden die Materialien mit den 18 ProtagonistInnen verwendet. Der WOW-Funke sprang erfolgreich über: Durch unzählige Templates und Leitfäden konnten die Ländergesellschaften ganz einfach auf die Kampagne aufspringen und eigenen WOW-Content entwickeln.

 

Die Erfolgszahlen.*

*Verglichen wurden die Zahlen sechs Monate vor und nach dem Launch der Kampagne.

Traffic-Boost auf der neuen Karriere-Seite

+171 %

Bewerbungseingänge

+24 %

Erreichte Profile auf Instagram

77.000

Erreichte Profile auf LinkedIn

46.000

Love Speech, Likes und Follows    

unzählige

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