Top-tier – Also as an Employer!
At ALPLA, we are forging our own professional path! Having started with a campaign for apprentice recruitment, we have successfully continued our trajectory and are now entrusted with a whole range of "grown-up" topics. This includes, for example, supporting ALPLA's expansion process in the pharmaceutical packaging sector, but above all, the internal and external implementation of the new ALPLA claim we developed: "Family of Pioneers." The so-called "Employer Branding" campaign plays a key role here. Anyone who thinks this fancy modern term is nothing more than a boastful paraphrase for "job advertisements" is mistaken. Simply put, employer branding is image advertising for ALPLA as an employer, and the holistic concept we created for it includes a variety of different, mutually reinforcing offline and online measures.
Professionals in Front of the Camera
The focus is always – logically! – on the members of the "Family of Pioneers" themselves: employees from all countries and all areas of the company.
To test how people who are professional ALPLA-workers but amateur actors perform in front of the camera, a trial shoot/test filming was completed at the headquarters in Hard with two employees. The results were so convincing that they were immediately put into implementation – and the entire team was very optimistic for the upcoming main shoot at the ALPLA location in Hungary.
ALPLA Hungary was defined as the first region for the employer branding campaign. The employee testimonials for the campaign were cast internally in advance and – directed by our Creative Director – filmed and photographed over three days at the ALPLA plant near Budapest. What was impressive was not only how professionally the five men and three women acted in front of the camera, but above all, the enormous enthusiasm and helpfulness with which the shoot and filming were supported by the entire workforce. Even when communication was often only possible with hands and feet, everything was done on-site to make the project a success. Joint pizza lunches were organized, there were words of welcome to the production team, and even an official thank-you from the actors for being allowed to participate! Even if it is sometimes forgotten: creative directors, photographers, and filmmakers are not just professional service providers, but also people like you and me – and are extremely motivated by appreciation and praise.
Much News in the East
With the material recorded in Hungary, various assets were quickly implemented, including three film clips, eight ad templates, roll-ups for recruiting fairs, web banners, and even unusual advertising media such as truck wraps and construction fence banners. The response triggered by the campaign in Hungary exceeds the boldest expectations of the ALPLA Eastern Europe team: there was and is a true flood of applications that now need to be screened.
Due to the great success, the campaign will soon be adapted for ALPLA Czech Republic and Romania. Preparations for this are already underway.
