What was the central idea of the campaign?

Honest employee portraits as films that introduce REDER employees in a likeable way and dispel widespread prejudices against the profession of truck driver.

What role did the landing page play?

It was the central destination of all channels: it brought the campaign content and all job listings of the REDER Group together in one place.

How was the advertising budget used efficiently?

Through pinpoint regional targeting – billboard locations were hand-picked in the places where the featured employees live.

Which channels did the campaign run on, and was its success measurable?

Via Facebook, YouTube, and Google as well as posters and regional media – precisely measurable in digital marketing and awarded the Caesar in Gold in 2020.

Client

REDER Transporte

Employer branding campaign

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Fighting the driver shortage with authenticity and credibility. “Drivers by passion” at REDER Transporte.

Toothpaste smiles and worn-out phrase-mongering are everywhere these days. With the new employer branding and recruiting campaign for REDER Transporte, we wanted to take a firm stand against this and therefore created a concept that is honest, real, and credible. That means no cast actors and no booked models: in this campaign, only the employees of REDER Transporte appear as brand ambassadors and together paint an authentic picture of the company's values.

Employer branding that positions REDER Transporte as an attractive employer in a fiercely competitive market.

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Photo shoot for the employer branding campaign for Reder Transporte

The road, freedom, and you – employee portraits with a difference

The central element of the campaign is a series of films that introduce the REDER employees in a likeable way and offer insights into their daily work as well as their personal passions. With unvarnished honesty, they tell their stories and convey the values that have been lived every day at the family-run business REDER Transporte for 117 years now.

Employee portrait videos with a difference for Reder Transporte

Clear messages against widespread prejudices and bad actors. Communicated broadly via billboards, social media, and regional media.

The campaign motifs, used in social media, regional newspapers, and billboard advertising, among other channels, pick up widespread prejudices against the profession of truck driver and refute them from the perspective of REDER Transporte's employees. We knew from the start of the work that these prejudices are unfortunately justified at many companies today, and chose the simple, honest, and fitting slogan “Fahrer bleibt Fahrer. Der Unterschied ist, für wen Du fährst.” to highlight what sets REDER Transporte apart from other companies.

Fahrer bleibt Fahrer - recruiting campaign for Reder Transporte

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The landing page as the central campaign destination

As the central destination of all campaign channels, we created a modern landing page that communicates the campaign content on the one hand and brings together all job listings of the Reder Group companies on the other. The job listings are automatically synced to the landing page from the companies' websites via an interface, and applicants can apply directly to the openings through a convenient application form.

Pinpoint regional targeting for maximum budget efficiency

Unlike common practice, for this campaign the locations for the outdoor advertising posters, for example, were all hand-picked in order to show the REDER employees in exactly those regions they call home. Likewise, already during activity planning, close attention was paid to the areas in which the individual social media activities would be promoted, in order to get the maximum out of the available budget for our client.

Successful online marketing with precisely measurable results across Facebook, YouTube, and Google

Especially in digital marketing, it quickly becomes clear how efficiently the budget was used and how good the idea behind the campaign is. We opted for activities on Facebook, a YouTube campaign, and remarketing campaigns on Facebook and with GoogleAds. Just one month after the campaign launch, significant reach was achieved — relative to the budget deployed and the comparatively narrow regional targeting — and the number of applications for the open positions was increased considerably.

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Facebook – employee portraits, job ads, and sweepstakes

The honest employee films also resonated strongly on social media. We combined these portraits with posts informing audiences about the company and the benefits for REDER employees, and ran various giveaways to generate reach. Among the prizes was even a truck driver's license – so that nothing stood in the way of the wish to become a “driver by passion.”

Social media campaign for Reder Transporte

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Caesar in Gold 2020

Our employer branding campaign for REDER Transporte KG was honored among the 424 entries with one of three golden “Caesars of the Jury.” These Caesars were awarded for the first time in 2020 and recognize cross-category, trendsetting aspects of entries.

How we worked

From the first briefing to the result — structured and transparent in clearly defined steps.

01 — Strategy & Positioning
Positioned REDER as an attractive employer, developed the campaign idea.

02 — Employee Films & Key Visuals
Produced honest employee portraits and designed key visuals to counter prejudices.

03 — Career Landing Page
Implemented a central landing page with campaign content and all job listings.

04 — Regional Targeting
Hand-picked regional placement of posters and media.

05 — Digital Campaign & Reporting
Ran Facebook, YouTube, and Google campaigns and measured them precisely.

More interesting
references

Plasser & Theurer

Talents United by Transgourmet

Profi Personal

EWS Consulting

Landstrom