Bühler&Bühler looks for young stars for Manor
Learners are the future - also in retail. This is why Bühler&Bühler has developed an employer branding campaign for the Manor department store group, which is intended to appeal to 13- to 18-year-olds through the authenticity of real apprentices.
Manor wants to significantly increase the number of applications for apprenticeships in order to secure the next generation of employees. As a first step, Bühler&Bühler conducted interviews with the target group and gathered insights. At the age of 15, very few people know where they want to go on their career journey. Their interests fluctuate as frequently as their daily state of mind.
The campaign takes a positive approach to this rollercoaster of youthful emotions. The lively videos under the title "Special everyday - like you." how everyday working life at Manor meets the need for variety. Featuring real apprentices from different departments. The young people can be seen in the Manor working worlds, depicted somewhat exaggerated in their daily work.
"Special everyday - like you" has been running exclusively on social media for a few weeks - and according to the agency, it has been a great success: The view rate on YouTube is well above average at 43 percent. On TikTok, 40,000 people were reached - partly because the videos were not primarily perceived as advertising. In addition, the campaign already generated 2,200 clicks on the Careers Site. The campaign was aimed at awareness, not traffic. Facebook and Instagram topped TikTok's reach by quite a bit. Here, the campaign recorded almost 84,500 users.
Responsible at Manor: Sherin Keller (Head Employer Branding & Strategic Recruiting), Renate Wunderlin (Head Youngstar Development). Responsible at Bühler&Bühler: Stephanie Geiger (Creative Director), Ronda Miller (Junior Consultant), Jan Gross (Text & New Media Producer, Consultant), Mario Strbac (Digital Content Manager). Implementation films: Look film.