that a German company is now using a multi-part reality format
as a new, innovative recruiting instrument. Its presentation and
content is oriented explicitly to young people between 14 and 20.
The series and a teaser have appeared on YouTube weekly since
calendar week 45 in 2017. The videos are accompanied by a social
media campaign on Instagram and Facebook. The Instagram campaign
focuses on high personalization of the young actors and
pushes the target group to identify with them. The Facebook page
offers more extensive information on the Gegenbauer company
and its training and employment opportunities.
The CrewCrew is a social recruiting campaign developed by the
Gegenbauer Group. Its purpose is primarily to convince teenagers
of the advantages of an apprenticeship with the company. In addition,
its intention is also to strengthen its employer branding and
heighten the brand’s overall attractiveness as an employer.
Claus Kohls, the Group’s HR Head, says: “Gegenbauer is becoming
increasingly cool. Anybody who joins the Gegenbauer staff will
experience an exceptional example of team spirit, togetherness
and tolerance. Just like the CrewCrew – this is what we want to
The mc-quadrat content and branding agency in Berlin developed
the idea for the campaign and its implementation. Together with a
social media influencer and content specialist from Thic, mc-quadrat
produced the series in Berlin.
The industry’s next generation
The situation on the vocational training market has become critical.
Building service providers are having increasing problems finding
the next generation of employees. Imagination is needed for a company
to present itself as an interesting and attractive employer. The
next pages show how three companies in the industry advertise for
They even imported and completely transformed a vintage car
from France for the production. Over four months of preparation
were involved in this production, which is still unprecedented in
Germany. A special challenge was finding the appropriate protagonists,
as Tom Kalányos, project manager and head of digital media
at Gegenbauer, says. “It was very important to us to focus on the
trainees as authentically as possible. We wanted real emotions,
real team spirit, and real friendship among all participants. This
is what makes the project so unique and special. The trainees play
themselves quasi – not a role. This is why the series is so attractive
to the target group, which is exactly what we hoped to achieve.”
The series and its young protagonists already have a number of
fans. Gegenbauer also wants to appear at trade fairs and other
locations and events that are relevant for the target group. The
CrewCrew vintage car is fully functional and brings the stars of
the Gegenbauer series together with potential new recruits.
The company’s goal is to bring its web
series into the real world –
with a real cast and opportunities to communicate about personal
rationell reinigen | markus.
Great atmosphere at the CrewCrew graduation party and with
HR director Claus Kohls.
The crew behind the CrewCrew: a large production team was responsible
for the success of the series.
GLOBAL CLEANING | ISSUE 2018 9