We
Care
Care recruiting for the City of Munich
The Challenge
The campaign set out to lastingly strengthen the image of the care profession – through real stories, authentic insights and a new appreciation for one of the most important jobs in our society. Munich becomes the stage: a livable place that shows caring here is not just a job but a calling – with responsibility, perspective and heart. The campaign is thus the starting point for the sustainable and strategic brand management of the employer branding process.
The Idea
The word ‘care’ is multi-layered: personal contacts, valuable relationships, and good company all require care. At the same time, they are what make a good life. Munich succeeds in reconciling good care as a profession with care for quality of life. Here, you don’t just care for your patients, but also for a good society = I care for a good society! To emphasize this, we use analogies that aptly and positively describe life and care in Munich.
Execution
The campaign was rolled out locally in Munich – with real care workers, real workplaces and authentic stories. Posters across the cityscape, social-media content and short portrait films made the profession visible where people live. Emotional, relatable and credible – a campaign that shows: care isn’t just a job, it’s part of Munich’s way of life.
Success
Over 7 million impressions. Around 70,000 clicks. Three channels – one strategy.
The cross-channel employer branding campaign made the nursing profession in Munich visible to a broad audience. Across social media, display advertising and search engine marketing, potential nursing professionals were reached along their candidate journey and made aware of the campaign content. With more than 7 million impressions and around 70,000 clicks, the campaign achieved high reach and strong engagement. While social media raised awareness of the nursing profession in Munich, search engine marketing in particular reached people with a concrete interest in working in care.
