TASK:

SIEMENS wants to address young applicants with a recruiting campaign for 2020. The main focus here is on what to look out for in the application process.

The content should reach users via various touchpoints and in the appropriate formats.

Already in the preliminary discussion with SIEMENS, several ideas emerged as to how the topic could be conveyed to the target group. Selina, who works in recruiting at SIEMENS, has also been part of the team.

CONCEPT:

In the end, the idea “Application tips with Selina” turned out to be the winner. After all, who could be a better testimonial than someone who deals with applicants on a daily basis and is also at the age of potential newcomers himself. So Selina knows both sides.

In a whole series of clips and mini-clips, she gives the application tips that the target group can really use. She also explains the application process and discusses the various aspects that a digital application entails.

She speaks directly into the camera, is on a first-name basis with the viewers, reveals “secrets” and is also supported by lovingly designed animations that have the simple, drawn look of stitch figures and scribbles (so-called doodles). Just as you know them from the notebooks in school days.

IMPLEMENTATION:

The film was shot in one day in the Greescreen studio. Afterwards, the background was converted to SIEMENS’ own turquoise and the animations were added.

Application tips with Selina were brought into a wide variety of formats for a wide variety of channels.

In the end, this pile of content emerged:
9 full-length clips for YouTube and LinkedIn (approx. 1 minute each) in classic landscape format.
These 9 clips have been brought into portrait format for Instagram.
9 teasers in portrait format, which were played out as advertisements.
1 main clip for YouTube that summarizes all 9 clips.
9 thumbnails for YouTube.
10 GIFS.
Each clip is linked to the others and contains CTAs that refer to additional content, to the SIEMENS website or to the SIEMENS training website.

SUCCESS:

Over 150,000 views on Instagram and YouTube and, above all, the positive comments from users speak for the success of this recruiting campaign.

LINKS:

Instagram: SIEMENS Training
YouTube Playlist: Application Tips with Selina