Recruitment Campaign on Social Media for Kloeckner Metals Germany
Tools used in this project:
Kloeckner Metals Germany was offering apprenticeships for young adults in their offices and warehouses. They came to us so we could create a full recruitment campaign on social media.
Exploration phase
I spend some time to find stock pictures of people with the same age as the public we were looking for. The idea of seeing yourself in your future job was the goal here, so I looked for pictures where happy/satisfied young workers where inserted in the work environment, without making it look like a boring job - mostly because I worked at Kloeckner and I knew how friendly environment they can create there. The benefits where also better than the usual apprenticeship you can find out there, so I tried to better highlight it.
It was important to keep the posts and stories consistent to Kloeckner Metals brand, so this version where very close to our visual identity.
For this campaign, I suggested to shake things a little bit - if we are trying to be eye catching and young, we could explore our color palette and break the standard visual Kloeckner usually has without hurting the brand.
Once I got green light, I moved on to create a second alternative. Kloeckner’s main colours are grey, red and white. Red is used exclusively for highlight, but never the predominant color. For the exploration phase only, I forced myself to break the rules and see where it would lead me to.
Fortunately, the experiment brought a different light to Kloeckner’s visual - it was not there yet, but it helped our team to check other alternatives and discuss to find the best graphic for this campaign.
The result
The experimentation worked out for the best. We had different text approaches so we could test which ad would perform the better, combining stories + post - adding a CTA from the social media platform itself to the career landing page from Kloeckner Metals Germany.
