Godelmann Case Study: Recruiting Campaign, Social Media & Employer Branding by FRAEM
Godelmann is one of Germany’s leading manufacturers of high-quality concrete stones and architectural elements for outdoor spaces. To attract new apprentices and introduce young talent to the company’s diverse career paths, Godelmann partnered with FRAEM for a recruiting campaign on Instagram and TikTok. The goal was to create authentic, social-first content that connects with young audiences and sparks genuine interest in starting a career at Godelmann.
Godelmann is one of Germany’s leading manufacturers of high-quality concrete stones and architectural elements for outdoor spaces. To attract new apprentices and introduce young talent to the company’s diverse career paths, Godelmann partnered with FRAEM for a recruiting campaign on Instagram and TikTok. The goal was to create authentic, social-first content that connects with young audiences and sparks genuine interest in starting a career at Godelmann.
Godelmann is one of Germany’s leading manufacturers of high-quality concrete stones and architectural elements for outdoor spaces. To attract new apprentices and introduce young talent to the company’s diverse career paths, Godelmann partnered with FRAEM for a recruiting campaign on Instagram and TikTok. The goal was to create authentic, social-first content that connects with young audiences and sparks genuine interest in starting a career at Godelmann.
Our Achievementsin a nutshell
With a full-funnel social media strategy, we helped Godelmann translate apprenticeship recruiting into content that speaks the language of a younger audience.
With a full-funnel social media strategy, we helped Godelmann translate apprenticeship recruiting into content that speaks the language of a younger audience.
By combining informative Instagram formats with more relatable TikTok content, the campaign created a balanced recruiting approach that introduced the company, showcased real work environments, and made apprenticeship roles more tangible.
By combining informative Instagram formats with more relatable TikTok content, the campaign created a balanced recruiting approach that introduced the company, showcased real work environments, and made apprenticeship roles more tangible.
Mit einer mutigen digitalen Strategie haben wir Ab durch die Hecke geholfen, seine Marke zu modernisieren und in der deutschen Landschaftsindustrie hervorzustechen. Unsere zielgerichtete Rekrutierungskampagne zog qualifizierte Fachkräfte an, während optimiertes Content-Marketing kontinuierlich hochwertige Leads generiert.
Durch das Brechen von Branchennormen und den gezielten Einsatz sozialer Medien positionierten wir das Unternehmen für nachhaltiges Wachstum und eine stärkere Marktpräsenz.
Industry Challenges
Industry Challenges
Manufacturing companies often face the challenge of making apprenticeship opportunities visible and attractive to younger audiences. Job descriptions alone are rarely enough to create genuine interest. For Godelmann, the task was to communicate professional depth and career potential while keeping the content accessible, authentic, and engaging across social platforms. At the same time, multiple roles, departments, and locations had to be represented within a short production window.
Manufacturing companies often face the challenge of making apprenticeship opportunities visible and attractive to younger audiences. Job descriptions alone are rarely enough to create genuine interest. For Godelmann, the task was to communicate professional depth and career potential while keeping the content accessible, authentic, and engaging across social platforms. At the same time, multiple roles, departments, and locations had to be represented within a short production window.
Recruiting Campaign Strategy
Instagram & TikTok strategy
Content Production
Recruiting Campaign Strategy
Instagram & TikTok strategy
Content Production
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.
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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.
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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.
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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.
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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.
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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.
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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
Full-Funnel Recruiting Strategy
Full-Funnel Recruiting Strategy
For the campaign, FRAEM developed a clear full-funnel content strategy that guided potential applicants through different stages of awareness and consideration. Top-of-funnel content introduced Godelmann and captured attention, middle-of-funnel content provided deeper insight into daily work life, and bottom-of-funnel formats encouraged viewers to take the next step and apply.
For the campaign, FRAEM developed a clear full-funnel content strategy that guided potential applicants through different stages of awareness and consideration. Top-of-funnel content introduced Godelmann and captured attention, middle-of-funnel content provided deeper insight into daily work life, and bottom-of-funnel formats encouraged viewers to take the next step and apply.
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.
AL-KO’s social presence is built on a consistent stream of short-form content designed for Instagram and TikTok. From product showcases to relatable gardening moments, the content highlights real use cases and seasonal topics relevant to audiences across DACH. This approach helps keep the brand visible, relatable, and active in the daily social media feed.
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Nikkan & Soli Managing Directors
Nikkan & Soli Managing Directors
Nikkan & Soli Managing Directors
