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Case study

KIRCHHOFF

Automotive AG

THE CLIENT

KIRCHHOFF case study

TIMELINE

2023 - to date

THEIR HISTORY

  • KIRCHHOFF Automotive, a German, family-owned company with over 200 years of history in automotive development and manufacturing, has been a prominent player in the industry.

    In 2004, the company extended its reach by establishing its first domestic factory in Esztergom. Initially focused on producing safety components like bracing elements for nearby Suzuki, it later expanded to cater to a growing number of car brands.

THE CHALLENGE

The automotive sector's dynamic nature often results in a sudden need for up to a dozen new employees. Some roles, such as forklift and machine operators, necessitate constant recruitment. However, with unemployment almost nonexistent in the county: KIRCHHOFF Hungária and the factories in the area have already absorbed the local workforce.Therefore KIRCHHOFF Hungária faced the challenge of making itself known in more distant areas. The aim was to position KIRCHHOFF Hungária as an appealing and distinctive choice for those seeking factory jobs.

The idea

Internal surveys revealed that rock concerts generated significant interest among employees. Combining this insight with KIRCHHOFF Hungária's metal pressing expertise, we conceived a concept portraying the company as a rock/metal band seeking new, enthusiastic members. The slogan encapsulated the essence:

"If you love metal and metal is your genre, then you belong among us!"

THE SOLUTION

To set our campaign apart, we added a twist. Traditional employer branding videos often featured authentic employee testimonials. We elevated this by integrating a metal guitarist playing alongside genuine thoughts from employees, creating a unique musical film.

This concept was reinforced through a targeted digital and offline presence, including social media, billboards, unique job ads, events, and a special 'metal' company magazine.

Results

  • Our recruitment ads were published 4 305 943 times
  • Over 1 700 000 people reached
  • 671 800 video views
  • Overall, the campaign resulted in an increase of almost 200% in the number of applicants compared to the previous month,
  • Predominantly male users in the 25-54 age group engaged with the ads (according to plan),
  • Conversions more than doubled from June to July,
  • The number of blue-collar applicants increased by 150% in 30 days,
  • The number of hired blue-collar employees increased by almost 100% as a result of the campaign,
  • The number of referrals increased thanks to the success of the films in the factory,
  • Key shortage occupations, like machine and forklift operator, saw vacancies filled.

Viola Kiss, HR Manager, KIRCHHOFF Hungária:

"Having seen the concepts, we quickly fell in love with the metal idea and gave Meraki all the support needed to create an outstanding recruitment campaign with us. In the light of the results and the professional feedback, it was worth taking a bolder approach and we are very proud of how the campaign performed."

The team

CONCLUSION

A successful campaign hinges on the agency immersing itself in the client, their data, and their business. This was evident in KIRCHHOFF Hungária's recruitment campaign, showcasing a textbook example of collaboration and trust. Both client and agency demonstrated courage, resulting in a uniquely toned and approached campaign—characteristically different.


The campaign, called Metalworks 2023, was awarded Bronze in the HRKomm Award professional competition.