glow won the Berlin Police in a pitch against a long term agency partner in 2019. Back then our task was to make an image campaign. This image campaign went well and earned the Berlin Police the respect it was longing for (see case film: https://youtu.be/rAZZVJ1qGp0). It was a serious approach with tough looking Police women and men and tough gear and appearance.
In 2020, the Berlin Police came with the briefing for a recruiting video. We came up with a very straight idea. „This is an official recruiting film for the Berlin Police“ is how the film starts and from that on it’s the pure truth we are telling. With all sincerity possible we talk about purpose and values of the police work, like righteousness and strength but we also manage to show some of the superficial gear porn of the police equipment that many young people might find attractive as well. And we got Bruce Willis on board. Thanks to German dubbing frenzy, we could save a lot of money by just using his dubbing voice in German. For all Germans it sounds like Bruce himself is endorsing the job.
The effect was stunning: millions of views on YouTube, Instagram and TikTok, thousands of thankful and/or euphoric comments, mentions in newspapers, magazines, even peoples magazines and a newspaper in Austria. The film pushed traffic on the recruiting page of the Berlin Police by 600 % and drove applications by 60%. Side effect: The film also works on LinkedIn, where it inspires the ever growing crowd of recruiters from all kinds of companies. And that did wonders for us.
Because every company in Germany seems to have the same problem at the moment: finding good staff. This film proved our expertise in recruiting and HR just at the right time. Since then we got recruiting and HR accounts by Germanys biggest bank Sparkasse, IT-companies, the finance department of Berlin and the police in Thuringia. This case for the Berlin Police opens doors like a ram!
We also found out that recruiting is the new image advertising. Recruiting campaigns are an effective way for companies to enhance their image and reputation. By developing targeted and effective campaigns, companies can effectively communicate their brand and values, and attract the right candidates to apply for open positions. This can help to build trust and credibility with potential employees, customers, and other stakeholders, and can ultimately contribute to the overall success and growth of the company.
So if you have questions about how to attract young professionals and clients alike, please ask us. We make brands and recruiters glow in one go!