The struggle for talented young applicants.
Challenge
The struggle to attract talented young applicants is becoming an ever greater challenge for companies. As a result, competition between employers looking to recruit young employees is fierce. ASFINAG therefore decided to take a strikingly different approach. Since, according to the company, it is becoming increasingly difficult to reach the young target group and inform them about ASFINAG's diverse fields of activity, they wanted to meet Gen Z in their world - the gaming world.
Employer branding in gamification style.
Solution
Instead of struggling through lengthy application processes and dry job descriptions, the aim is to explore the career opportunities at ASFINAG in a playful way and ideally find a job that you really identify with and where you can actually contribute your own skills. With the motto "Choose your Career" and the reference to the TikTok trend "Choose your Character", the campaign takes the first step towards the target group. In collaboration with Christo Penev, Daniel Poschinger and Mladen Penev, visual artists and production, 15 animated avatars were developed in a gaming style. Each character represents a different occupational group and thus a possible career path at ASFINAG for applicants.
"Since, according to the company, it is becoming increasingly difficult to reach the young target group and inform them about ASFINAG's diverse areas of activity, we wanted to meet Gen Z in their world - the gaming world."
Managing Partner
Wien Nord Serviceplan
Key Takeaways
#1
Employer branding doesn't have to be boring.
#2
To capture the attention of Gen Z, you need to go with their communication style.
#3
A trusting customer relationship is essential.
