The company positions employees from different departments as the focus of its campaign, where they share personal information about the dreams that drive them. The content, which consists of collage-style images and videos, is designed to attract both ambitious young talent and skilled professionals alike.
The emergence of employees and their individual dreams
Η Porsche has been in the business of fulfilling dreams for 75 years. However, the phrase "Driven by dreams" is not limited to sports car enthusiasts worldwide; it also represents the company's employees, who are driven by their own dreams. Porsche's success is deeply rooted in its skilled and motivated team. Now, a campaign is being launched to put the spotlight on these employees and their unique dreams as Porsche continues to improve its image as an employer.
"Our employees shape Porsche's success with their individual dreams and opinions," says Andreas Haffner, member of the Executive Board of Porsche Human Resources and Social Affairs. "Especially for young talent, the opportunity to make a significant impact is a key factor in choosing an employer. Our campaign embodies exactly this positioning.
A campaign with a strong message
As Porsche undergoes its transformation, the company is focusing its recruitment on future technology: Porsche has about 1,000 open positions in its IT and technology departments. Moreover, the younger workforce's expectations of an employer have evolved: many of them value a meaningful job as much as their salary. In terms of pursuing a personally meaningful job, the campaign gives a clear message: Porsche is the ideal place for people who want to pursue their dreams. The company's unique corporate culture, which is characterized by innovation and team spirit, among other values, is the foundation of this proposition. Porsche hopes to reach all relevant target groups - from trainees and graduates to production specialists and professionals in software, IT or technology - through its campaign.
With captions like "Looking for dynamic dreamers" and "Your dreams start when you study. Then they get bigger," the campaign features individual employees and shows how they fulfill their dreams and the dreams of Porsche customers. The featured employees represent a diverse mix of departments, age groups, educational backgrounds and management ranks. The collage-style images effectively communicate this diversity. Each image is unique and invites introspection. The individual elements of each image offer a glimpse into the specific role, as well as the personal interests and dreams of the employees. In addition, elements from Porsche's history are interwoven with a look into the future.
The campaign starts in Germany in early July, with an international expansion planned for 2024. The sports car manufacturer will disseminate the content through various online and offline channels. An initial package for the campaign can be found at porsche.de/dreamjob, where more content and formats tailored to specific target groups will be added as the campaign evolves.
