In collaboration with Merkur Versicherung, we took the guiding idea of Arts & Crafts further and translated it into the digital ecosystem. Building upon the overarching campaign message "#befreidi", which translates to "free yourself", the aim was to show that there are no compromises at Merkur Versicherung when it comes to work and private life, self-determination, flexibility and self-development.
Ever since the cross-industry shortage of skilled workers and a changing understanding of values, especially within younger generations, we have known at the latest: Companies need to apply to talent with an attractive employer brand, not the other way around. So how do you establish an appealing employer brand in the midst of the "war for talent" in order to win over sales talent in the field?
With various ad formats based on both rational and emotional arguments for a job at Merkur Versicherung, the number of applications almost quadrupled in a one and two-year comparison. Together with click-strong Google Search Ads, a broad target group consisting of newcomers, career changers and returners as well as experienced professionals was addressed along the entire candidate journey. With a total of over 300 applications, Merkur can already look forward to many new sales talents in the field just a few weeks after the end of the campaign!