Social media recruiting: The fastest trainee application at REHAU
Introduction
In times of the "war for talent", generating a large number of high-quality applications is crucial for a company's competitiveness. In this case study, we show how, together with REHAU, we have managed to take trainee recruiting to the next level while generating awareness for the employer brand and applicants very cost-effectively with social media recruiting.
As a leading polymer specialist, REHAU is an independent, family-owned company that develops solutions for the construction, automotive and industrial sectors. For over 70 years, the company has been working to make plastic products even lighter, more comfortable, safer and more efficient, placing particular emphasis on innovation and sustainability. In 2020, over 20,000 employees at around 170 locations worldwide generated a turnover of 3.3 billion euros. Since the beginning of 2020, Social DNA has been supporting REHAU in the areas of social media strategy, content and community management and social media advertising.
Overview
Customer
REHAU
Industry
Industrial Goods
Zielgruppe
Services
Corporate Influencer
Organic Social
Highlights and lessons learned from the campaign
The recruiting campaign ran for a total of three weeks and significantly exceeded the forecast campaign targets. In particular, the link clicks on the landing page were twice as high as forecast. The costs per link click (CPC) were also up to 80 % lower than the industry benchmarks. Overall, the ad also performed above average in terms of engagement, as numerous parents, acquaintances and friends linked potential trainees to the post. In addition to the comments, the interactions in terms of post reactions (like, laugh, heart) were significantly higher than with other social media campaigns in this segment.
A particular highlight of the campaign was the retargeting video with the REHAU HR manager, which generated just over 1,000 link clicks with a small three-digit budget.
REHAU's social recruiting campaign has once again demonstrated the increased relevance of social media and the extent to which social media is not only suitable as an entertainment medium, but also as a promising medium for recruiting young talent and trainees.
If you would like to see REHAU's social media presence for yourself, you can find it at Facebook and Instagram will find what they are looking for.
"Social media advertising is becoming increasingly important for our marketing mix. The campaign with Social DNA led to a significant increase in applications. The team did a great job and we are now also filling many other positions via social. I look forward to further campaigns and joint development."
Daniel Lottes
Senior Consultant HR Marketing at REHAU
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