Volkswagen Group France is looking for 1000 young and qualified talents (mechanics & technicians) to meet the increase in its after-sales activity. This is due to the successive crises affecting the automotive market, which are pushing people to keep their vehicles longer.

In a market with an extremely high turnover, the challenge was to encourage these young talents to choose the Volkswagen Group France after-sales network rather than another manufacturer's network or car centers (fast-fitters).

Whether you like Rap or not, it’s the #1 type of music in France, especially among young people from 18 to 30 years old. Even more among mechanics because this music speaks very (very) often about big cars and engines. So when Volkswagen Group France wanted to recruit its new talents, we wanted to target this community by hijacking the codes of what they are used to listening to around a simple idea: Because being a mechanic requires knowledge and skills that can't be improvised, we asked TikTok rappers to do freestyles without any sense to call out to the main interested parties present in their communities of followers and test them to recruit the best among them. An unprecedented campaign in an extremely conventional job market.

We desacralized recruitment topic which is always too painful and cold. We used a channel that young people use every day. We talk to them in a natural and rather cool way about a subject that is not cool. We cross-referenced the mechanics community with several rappers on TikTok and SnapChat and noticed that they were intimately connected. Then we relied on young French rappers to send a very precise message to a community that has a strong affinity with the subject.

4 rappers. 4 freestyles produced by them with a lot of self-mockery. Lyrics take over rap gimmicks but mean absolutely nothing. Posted on TikTok rappers' accounts and broadcasted on an ultra-captive target to surprise and encourage young people to apply for the Volkswagen group.

€11,127 invested on TikTok

3,5 million impressions

More than 600,000 views and thousands of comments

62,945 visitors on https://volkswagengroup.fr/carrieres

9,832 resumes received

(While we were only looking for 1000 people)