At first glance, the campaign seems to present a contradiction: The district administration is in its second year of rigorous budget consolidation and is cutting jobs—yet at the same time, it is investing in recruitment marketing. For District Administrator Dietmar Allgaier, it is precisely this connection that is crucial: “We’re cutting costs where we need to—but not at the expense of our ability to fulfill our mandatory duties in the future. After all, budget consolidation also means taking a close look at where staff are needed and recruiting qualified employees for those roles.”
High Staffing Needs in the Social Services Department
Competition for employees is particularly fierce in the social services sector, for example. “We have an urgent need for skilled workers here,” the District Administrator continued. “That’s why this is also a key focus of the recruitment campaign. Because where we urgently need employees, we must also ensure that they want to come work for us.”
When staff are in short supply, simply posting a job opening is no longer enough
This is exactly where the new employer brand comes in. “Advertising a job opening is increasingly insufficient when there is a shortage of suitable candidates. The District Office must first be recognized as an employer at all and convey the career opportunities that a job in public administration offers,” explains Felix Schlepps of the Kavallerie agency, which developed the new employer brand with the participation of District Office employees. The new campaign is therefore designed to achieve three things in particular: greater visibility, new target groups, and an authentic image of the District Administration as an employer.
Intensive Preparatory Work Leads to the Employer Brand
The development of the employer brand was preceded by an in-depth examination of how the District Office is perceived. Among other things, the analysis looked at what potential applicants know about the District Office, what expectations they associate with working in public administration, and what actual strengths distinguish the District Office as an employer.
“Großes vor” – an employer brand that fits the District Office
“The brand didn’t emerge from an advertising concept,” explains Schlepps. Rather , “Großes vor” precisely illustrates what makes the Ludwigsburg District Office unique as an employer: Employees work on a wide variety of tasks that have a direct impact on the lives of people in the district—ranging from social issues to public safety and order to numerous other areas of public services. The campaign is deliberately aimed not only at people who are already seeking a position in public administration. It’s also designed to reach those who haven’t yet considered the District Office as a potential employer.
Employees show what working at the District Office really means
That’s why the employees themselves are a central part of the campaign. Instead of relying solely on traditional advertising messages, District Office employees are given a voice. They share stories from their daily work and offer insights into their tasks, how they work, and their personal motivation.
One of the faces of the campaign is Anja, who works at the Job Center: “I enjoy working at the District Office because my work makes a direct difference in people’s lives. At the Job Center, every day involves dealing with very different life situations—and it’s exactly this diversity that makes my work exciting. So there was no question in my mind about putting my face out there to promote the District Office: I want to show that behind the District Office are people who are making a difference.”
From the poster straight to your application
However, the campaign isn’t meant to stop at raising awareness and boosting the district administration’s image. It leads directly to specific entry-level opportunities at the district administration. The new career website, www.grossesvor.de, serves as the central hub for this. Nina Ehmann and Lucas Maier, as project managers at the District Office, were responsible for implementing the campaign. They presented the career website, which showcases the various career fields, provides information about the actual benefits offered by the District Office, and directs interested individuals directly to current job openings.
