Info
Working with DB
Tailored Solutions for DB: Seizing the Opportunity to Attract Gen Z Talent
Gen Z: The Driving Force of the Next Era
"Generation Z is simply too lazy." This was the sensational headline of a popular German tabloid recently. Stereotypes like this cause many employer brands to overlook a vast pool of talent. However, we believe Gen Z will shape the future of society for decades to come. And we’re confident that Deutsche Bahn (DB) shares this belief. With this shared vision, we set out to create a campaign that makes DB an attractive choice for students seeking internships or apprenticeships.
IT'S TIME TO CHANGE THE APPLICATION
Through our research, we discovered that the application process is the greatest challenge for Gen Z. But finding a solution wasn’t straightforward.
First and foremost, understanding the world they live in is crucial. We conducted a thorough analysis of market trends by looking at demographics, consumer behavior, and lifestyle perspectives.
Understanding both the brand and its audience is essential for success. Our team conducted an in-depth DB brand analysis using both qualitative and quantitative methods. We examined factors such as the number of jobs DB offers annually and the response rates. Additionally, insights from our focus groups, which included DB department leaders, junior employees, and train drivers, helped us better understand the perspective of those working within the company.
We believe that great ideas are rooted in logical thinking, and our focus was to identify Gen Z’s pain points. By following a structured approach of OBSERVATION and INSIGHT, we were able to clearly define the core issue. From this problem definition, we developed creative solutions and a comprehensive Go-To-Market (GTM) strategy tailored to DB’s needs.
Next Project
TALKLOOK
(2024)
Info
Working with DB
Tailored Solutions for DB: Seizing the Opportunity to Attract Gen Z Talent
Gen Z: The Driving Force of the Next Era
"Generation Z is simply too lazy." This was the sensational headline of a popular German tabloid recently. Stereotypes like this cause many employer brands to overlook a vast pool of talent. However, we believe Gen Z will shape the future of society for decades to come. And we’re confident that Deutsche Bahn (DB) shares this belief. With this shared vision, we set out to create a campaign that makes DB an attractive choice for students seeking internships or apprenticeships.
IT'S TIME TO CHANGE THE APPLICATION
Through our research, we discovered that the application process is the greatest challenge for Gen Z. But finding a solution wasn’t straightforward.
First and foremost, understanding the world they live in is crucial. We conducted a thorough analysis of market trends by looking at demographics, consumer behavior, and lifestyle perspectives.
Understanding both the brand and its audience is essential for success. Our team conducted an in-depth DB brand analysis using both qualitative and quantitative methods. We examined factors such as the number of jobs DB offers annually and the response rates. Additionally, insights from our focus groups, which included DB department leaders, junior employees, and train drivers, helped us better understand the perspective of those working within the company.
We believe that great ideas are rooted in logical thinking, and our focus was to identify Gen Z’s pain points. By following a structured approach of OBSERVATION and INSIGHT, we were able to clearly define the core issue. From this problem definition, we developed creative solutions and a comprehensive Go-To-Market (GTM) strategy tailored to DB’s needs.
Next Project
(2024)
Next Project
(2024)