At the Hannover Messe Preview Ziehl-Abegg demonstrates how a conventional mechanical engineering company can present itself as an attractive employer on the TikTok app.

March 16, 2022 – The demographics in Germany and other industrialised nations are growth’s Achilles' heel. It is therefore important for a company to position itself early on as an attractive employer. However, this is being made difficult by the changing approach to media consumption – the German industrial company Ziehl-Abegg demonstrates how a conventional mechanical engineering company can present itself as an attractive employer to an audience of millions on the TikTok app and how this lends proven support for recruiting.

“Do you happen to have any vacancies in finance/controlling?” or “Do you need IT developers?” These are the type of comments appearing on TikTok under videos from Ziehl-Abegg. 375 humorous films show scenes from everyday office life or pick up on current trends; you can even watch dance videos. These videos have been liked two million times and received more than 55 million hits. The company’s costs for advertising: zero euros.

“The future is digital,” says CEO Peter Fenkl. “That's why we also need to have a presence in this field in order for us to attract skilled workers.” In June 2020, he was happy to give a dedicated team of three the green light for TikTok: for a TikTok channel that was recorded, after work. What initially started purely as a leisure activity has now become an established feature of the company’s visible public image.

“We made a conscious decision not to use TikTok for product advertising,” explains Fenkl. Instead, the channel shows just how much fun Ziehl-Abegg’s employees have; that strengthens the employer brand. This is apparent in personal conversations, reflected in media reports and has proven to significantly increase the number of visits to the Ziehl-Abegg homepage: when a video makes explicit reference to a vacant position through the use of humour the number of hits on the career website doubles that very same evening.

The videos were initially targeted at young people. But the content of the Ziehl-Abegg videos is being increasingly viewed on the smartphones of older generations. This is also reflected in the responses in the form of comments: “Are you hiring electronics technicians for machinery and drive technology?” asks one user. Another commentator writes: “Do you still need industrial mechanics?”.

Rebecca Amlung is the linchpin of the three-person TikTok core team, with Sophie Grill and Rainer Grill being the other two. Her creative streak is shaping the channel. Five videos are now being created each week – the TikTok core team comprises personnel from product management, human resources and public relations. “The three of us simply enjoy designing and filming,” explains Amlung. The video targets actors in other areas of the company, depending upon the idea. In all, around 10 different faces appear in the videos. “The willingness to volunteer and the fun we have with the TikTok concept are our formula for success,” explains Amlung.

Management does not set any guidelines with regard to target figures or content. Since the CEO has delegated approval directly to the TikTok team, it is able to respond quickly to trends. The German mechanical engineering company’s channel on TikTok is also considered “Best Practice” at universities precisely because of this atypical organisational structure, can be found in newspaper and television reports and is receiving very high praise online from countless users. Up-to-date employer branding that really works. 

The Ziehl-Abegg channel on TikTok can be found here: https://www.tiktok.com/@ziehl_abegg