Recruiting campaign for
Caritasverband e.V. Pforzheim
Caritas Pforzheim is not only a mainstay in the charitable sector, but also a large employer that offers a diverse range of apprenticeships.
The competition for school leavers and career changers is hardly greater anywhere than in the field of social services. In order to secure the supply of skilled workers, Caritas Pforzheim urgently needs to fill all available training positions with motivated and committed young people. In order to activate the applicant potential for the training year starting in 2023, it was necessary to develop a modern, appealing recruiting campaign with an affinity to the target group.
We developed the claim “Macht Sinn” (Makes sense), which perfectly describes a decisive factor in recruiting today. With highly emotional testimonial videos and a stomp video campaign on TikTok and Instagram tailored to the target group, we were able to generate over 1.4 million impressions in the geographically defined catchment area. Above all, we succeeded not only in raising awareness of Caritas as a training company, but also in generating more applications. At the same time, the intensity of cooperation with schools increased thanks to targeted mailings to teachers and schools.