Godelmann Case Study: Recruiting Campaign, Social Media & Employer Branding by FRAEM
GODELMANN – the Stone Inventors – is one of the leading manufacturers of high-quality concrete pavers for demanding outdoor design as well as architectural design elements for interior and exterior use. To attract new apprentices and introduce young talents to the diverse career opportunities within the company, GODELMANN partnered with FRAEM to launch a recruiting campaign on Instagram and TikTok. The goal was to create authentic, social-media-native content that brings the people behind the brand to life, speaks directly to young audiences, and sparks interest in starting a career with the Stone Inventors at GODELMANN.
GODELMANN, the Stone Inventors, is one of the leading manufacturers of high-quality concrete pavers and architectural design elements. To attract new apprentices and showcase career opportunities, GODELMANN partnered with FRAEM to launch a recruiting campaign on Instagram and TikTok, creating authentic content that brings the people behind the brand to life and sparks interest in starting a career with GODELMANN.
GODELMANN – the Stone Inventors – is one of the leading manufacturers of high-quality concrete pavers for demanding outdoor design as well as architectural design elements for interior and exterior use. To attract new apprentices and introduce young talents to the diverse career opportunities within the company, GODELMANN partnered with FRAEM to launch a recruiting campaign on Instagram and TikTok. The goal was to create authentic, social-media-native content that brings the people behind the brand to life, speaks directly to young audiences, and sparks interest in starting a career with the Stone Inventors at GODELMANN.
Our Achievementsin a nutshell
Mit einer mutigen digitalen Strategie haben wir GODELMANN dabei unterstützt, gezielt junge Talente anzusprechen und die Arbeitgebermarke im Wettbewerbsumfeld der Garten- und Landschaftsbranche zu stärken und hervorzustechen.
Unsere zielgerichtete Rekrutierungskampagne zog qualifizierte Fachkräfte an, während optimiertes Content-Marketing kontinuierlich hochwertige Leads generiert.
With a bold digital strategy, we supported GODELMANN in reaching young talents and strengthening their employer brand within the competitive landscape of the garden and landscaping industry. Our targeted recruiting campaign attracted qualified professionals, while optimized content marketing continuously generated high-quality leads.
With a bold digital strategy, we supported GODELMANN in reaching young talents and strengthening their employer brand within the competitive landscape of the garden and landscaping industry. Our targeted recruiting campaign attracted qualified professionals, while optimized content marketing continuously generated high-quality leads.
By breaking industry norms and leveraging social media strategically, we positioned the company for sustainable growth and a stronger market presence.
By breaking industry norms and leveraging social media strategically, we positioned the company for sustainable growth and a stronger market presence.
Mit einer mutigen digitalen Strategie haben wir GODELMANN dabei unterstützt, gezielt junge Talente anzusprechen und die Arbeitgebermarke im Wettbewerbsumfeld der Garten- und Landschaftsbranche zu stärken und hervorzustechen.
Unsere zielgerichtete Rekrutierungskampagne zog qualifizierte Fachkräfte an, während optimiertes Content-Marketing kontinuierlich hochwertige Leads generiert.
Industry Challenges
Industry Challenges
Manufacturing companies often struggle to make apprenticeship positions visible and appealing to young people. Job descriptions alone are rarely enough to generate genuine interest. For GODELMANN, the challenge was to convey the professional depth and career potential of the roles while keeping the content accessible, authentic, and engaging across social media platforms. This required showcasing a variety of roles, departments, and locations within a tight production window and, most importantly, putting the people behind the brand front and center to offer real glimpses into everyday working life and create a sense of identification.
Manufacturing companies often struggle to make apprenticeship positions visible and appealing to young people. Job descriptions alone are rarely enough to generate genuine interest. For GODELMANN, the challenge was to convey the professional depth and career potential of the roles while keeping the content accessible, authentic, and engaging across social media platforms. This required showcasing a variety of roles, departments, and locations within a tight production window and, most importantly, putting the people behind the brand front and center to offer real glimpses into everyday working life and create a sense of identification.
Recruiting Campaign Strategy
Instagram & TikTok strategy
Content Production
Recruiting Campaign Strategy
Instagram & TikTok strategy
Content Production
Building
Futures
Building
Futures
Recruiting Campaign Strategy
Recruiting Campaign Strategy
To guide potential applicants from first awareness to real interest, FRAEM structured the campaign around a clear full-funnel social media approach. The content strategy was designed to gradually introduce the company, provide deeper insights into everyday work life, and encourage interested viewers to take the next step and apply.
To guide potential applicants from first awareness to real interest, FRAEM structured the campaign around a clear full-funnel social media approach. The content strategy was designed to gradually introduce the company, provide deeper insights into everyday work life, and encourage interested viewers to take the next step and apply.
1
Top of Funnel (ToFu)
Creating Awareness
Top-of-funnel content focused on capturing attention and introducing Godelmann to potential candidates who may not yet be familiar with the company.
1
Top of Funnel (ToFu)
Creating Awareness
We kick things off by aligning with your vision, goals, and audience. Through collaborative sessions with your team, we gather key insights to define challenges and identify opportunities before anything is designed or coded.
2
Middle of Funnel (MoFu)
Building Understanding
Middle-of-funnel content provided deeper insights into the work environment, daily tasks, and the people behind the different apprenticeship roles.
2
Middle of Funnel (MoFu)
Building Understanding
Middle-of-funnel content provided deeper insights into the work environment, daily tasks, and the people behind the different apprenticeship roles.
3
Bottom of Funnel (BoFu)
Encouraging Applications
Bottom-of-funnel content delivered more direct information about apprenticeship programs and encouraged viewers to take the next step and apply.
3
Bottom of Funnel (BoFu)
Encouraging Applications
Our UI/UX designers transform strategy into visuals that are not only stunning but functional. Every component is crafted to boost usability, engagement, and brand consistency.
Platform-Specific Content Strategy
TikTok: Authentic Behind-the-Scenes
TikTok: Authentic Behind-the-Scenes
Each platform fulfilled a distinct role within the campaign. Instagram was used for more structured and informative storytelling, helping potential applicants gain a clear understanding of the work environment and the different apprenticeship roles. TikTok, by contrast, focused on more informal, relatable, and behind the scenes content, which made the company feel more accessible and approachable to a younger audience.
Each platform fulfilled a distinct role within the campaign. Instagram was used for more structured and informative storytelling, helping potential applicants gain a clear understanding of the work environment and the different apprenticeship roles. TikTok, by contrast, focused on more informal, relatable, and behind the scenes content, which made the company feel more accessible and approachable to a younger audience.
Instagram: Structured Career Insights
Instagram: Structured Career Insights
To show the diversity of opportunities at Godelmann, the campaign featured several different apprenticeship paths. These included roles such as mechanic, laboratory technician, office management apprentice, and plant technician. Each role was presented through content formats that highlighted daily tasks, real work environments, and the people behind the profession.
To show the diversity of opportunities at Godelmann, the campaign featured several different apprenticeship paths. These included roles such as mechanic, laboratory technician, office management apprentice, and plant technician. Each role was presented through content formats that highlighted daily tasks, real work environments, and the people behind the profession.
Efficient Content Production
Efficient Content Production
By working with real employees and authentic work environments, we created social-first content that showcases apprenticeship roles in a natural and relatable way.
Two-Day Production Setup
Production Under Real Conditions
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Two-Day Production Setup
All campaign content was produced within a two-day shooting schedule. To make this possible, FRAEM organized production into two teams working in parallel: one focused on Instagram-specific assets, while the other concentrated on TikTok-first formats. This setup allowed for a broad variety of content while keeping storytelling and visual quality consistent across both channels.
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Two-Day Production Setup
All campaign content was produced within a two-day shooting schedule. To make this possible, FRAEM organized production into two teams working in parallel: one focused on Instagram-specific assets, while the other concentrated on TikTok-first formats. This setup allowed for a broad variety of content while keeping storytelling and visual quality consistent across both channels.
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User Research & UX Audits
All campaign content was produced within a two-day shooting schedule. To make this possible, FRAEM organized production into two teams working in parallel: one focused on Instagram-specific assets, while the other concentrated on TikTok-first formats. This setup allowed for a broad variety of content while keeping storytelling and visual quality consistent across both channels.
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Ready to elevate your brand?
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Ready to elevate your brand?
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Nikkan & Soli Managing Directors
Nikkan & Soli Managing Directors
Nikkan & Soli Managing Directors
