Best practice in employer branding: the top 3 campaigns of 2024

Employer branding remains a decisive factor in recruiting. We present three of the most successful campaigns in 2024.

The economic mood in Germany has been pretty gloomy recently. But: the national job market remained an employee market in 2024. Despite job cuts (and discussions about job cuts) at leading companies such as Volkswagen and Bosch, an average of 46.1 million people were employed in Germany last year - more than at any time since the country’s reunification.

For you as an HR manager or entrepreneur, this means that the competition for the best talent continues - and employer branding remains a decisive factor in winning (potential) employees over. That's why we're sharing a little inspiration with you here. Here are three of the most successful employer branding campaigns of 2024 that demonstrate how to successfully attract employees and applicants.

Best Practice #1: Porsche Dream Job

The German car manufacturer's “Porsche Dream Job” campaign is all about finding self-actualization. With claims such as “Realize your dream. And those of millions of others.”, “Your dream. Your drive.” or “Every success story begins with a dream.” Porsche presents itself as an employer that empowers employees and promises career opportunities that cannot be found anywhere else. In keeping with this, the campaign focuses on individual employees: with visuals that position them as the center of their dreams and inspiring videos that tell real career success stories.

Best Practice #2: We are Lufthansa

Lufthansa is also showing its authenticity with its “We are Lufthansa” campaign. Its focus is on a sense of unity and an approachable, realistic view of the diverse career opportunities. Whether pilots, project managers or aviation mechanics: Each is given their own hashtag and celebrated in image films and on social media. In this way, Lufthansa presents itself as a strong community with a positive culture, where everyone matters and everyone counts. This helps when recruiting new talent - and strengthens the cohesion of the entire team.

Best Practice #3: ADAC - Working where it counts

With its “Working where it counts” campaign, ADAC picks up potential applicants where they are - in every respect. On the one hand, because the campaign combines digital and out-of-home elements. On the other, because of the down-to-earth messaging. With headlines such as “08/15. assembly line. Ego trips. Appreciation.”, which replace problematic work experiences with positive ones, the automobile club appeals to job seekers who seek a better, more positive work situation. In this way, it perfectly captures the current mood of the job market: the desire for fulfilling employment and the optimism to find it. For this, the campaign recently even won the German Brand Award.

Community and empowerment strengthen your employer brand

The best practices 2024 show: The war of talents rewards companies that focus on community, appreciation and the empowerment of their employees. Companies benefit when they address the conditions of the employee market and present themselves as providing opportunities and community where talented people can find exactly what they are looking for.

Looking for tips for your employer branding? Then find exciting articles about the most important trends on our blog. Or get in touch with us directly and find out how we can support you with your employer branding.