Employer branding: project with Montanwerke Brixlegg

Sandra, Hannah, Elena, Tara and Emilia, five students in the Marketing & Communication Management degree program, developed a strategy in the winter semester of 2023/24 to position Montanwerke Brixlegg as an attractive employer. The aim was to attract young talent to the company.

EMPLOYER BRANDING FOR THE NEXT GENERATION

Competition for qualified specialists is fierce. Many young people choose employers that come across as modern and authentic. This is where the project came in: with a clear focus on the target group of 15- to 35-year-olds, the team developed a concept tailored to platforms such as Instagram, TikTok and LinkedIn.

The centerpiece of the project was a handbook that includes detailed strategies for social media communication. It contains ideas for day-in-a-life videos, creative post formats and tips for community management – all designed to take Montanwerke's digital presence to the next level.

THINK LIKE THE TARGET GROUP

At the beginning, the students took a close look at the lives of the target group, asking questions such as “What is the target group's daily routine?” and “What needs might be important to them?” These considerations formed the basis for the further steps in the concept.

To further refine the concept, the team also analyzed the social media strategies of competitors and used the results to develop tailored measures.

FROM LIKES TO APPRENTICES

With the knowledge gained, it was on to the creative implementation. This resulted in content that presents Montanwerke Brixlegg in a modern and authentic way. One highlight was ideas for reels and Instagram stories that offer potential apprentices and career starters a glimpse into the daily work routine – for example, through exciting videos from the professional life of a metal technician or information about training opportunities.

Happy Client, Happy Team

“In addition to the students' professional commitment and expertise, their team spirit was particularly admirable. We thank them for the smooth collaboration and look forward to incorporating the results of our cooperation with the Kufstein University of Applied Sciences into our social media presence,” said Christina Islitzer, head of the human resources department at Montanwerke Brixlegg.