Recruitment campaign for the Berlin Jobcenters The quiet heroes, made visible: the Hidden Champions of the Berlin Jobcenters.
Facilities staff, IT technicians, administrative staff: the people who keep the Berlin Jobcenters running and rarely stand in the spotlight. The Hidden Champions campaign portrays one person from each of the twelve Berlin Jobcenters. Here: Paul, HR officer in customer response management.
Employer branding for the jobs nobody sees
The Berlin Jobcenters are looking for people for roles that rarely shine in a job ad: administration, technology, internal services. The Hidden Champions campaign turns that around. Twelve portraits, one from each Berlin Jobcenter, plus an overall film: the employees describe in their own words what their work is about and why they are indispensable.
The portrait on this page: Paul, HR officer in customer response management. In under a minute he explains what his area does, and why he ended up right here after his master’s degree: he wanted to help people. The campaign claim closes every film: The Berlin Jobcenters. Always human. Always there for you.
Short, real, scalable: the campaign principle
Recruitment campaigns often fail on the choice between reach and depth. The Hidden Champions resolve that with a series principle on two levels: the work itself runs as a calm, silent image track, and the people speak separately from it in a protected setting. That keeps every portrait short enough for social media and personal enough to land.
Every episode pays off twice for the Berlin Jobcenters: it speaks to applicants for specific areas and honors the people who are already there. Twelve locations, twelve faces, one claim.
“I wanted to help people with my degree. And I think I have found a good place here.”
Seen in the film
Paul introduces himself: HR officer at one of the Berlin Jobcenters, responsible for customer response management. He explains what sits behind that: taking in complaints, ideas, suggestions and praise, and making sure people are heard. And he says what drives him: going home knowing that a problem is solved. The claim closes the film: The Berlin Jobcenters. Always human. Always there for you.
01 · Morning at the Jobcenter
02 · Answering customer responses
03 · So that people are heard
What ROCC Film handled for the Berlin Jobcenters.
A series format that is quick to shoot and long to use.
