Henkel & PMI

RETHINKING EMPLOYEE RECRUITMENT THROUGH TIKTOK

HENKEL, AS A GLOBAL CORPORATION OPERATING ACROSS VARIOUS SECTORS — FROM CONSUMER GOODS AND BEAUTY CARE TO ADHESIVE TECHNOLOGIES — RELIES ON A STRONG WORKFORCE OF THOUSANDS WORLDWIDE. FOR HENKEL, IT IS ESSENTIAL NOT JUST TO ATTRACT APPLICANTS, BUT TO FIND AND ENGAGE THE RIGHT TALENT FOR THE COMPANY.

NEW APPROACHES TO TALENT ACQUISITION

TO REACH A BROADER AND MORE TARGETED AUDIENCE, HENKEL PARTNERED WITH PMI TO EXPLORE NEW DIGITAL CHANNELS — WITH A FOCUS ON TIKTOK. THE PLATFORM NOT ONLY ALLOWS FOR HUMOR AND ENTERTAINMENT BUT ALSO PROVIDES A UNIQUE OPPORTUNITY TO OFFER AUTHENTIC BEHIND-THE-SCENES INSIGHTS INTO A GLOBAL CORPORATION.

BUILDING A GLOBAL CORPORATE INFLUENCER TEAM

TOGETHER WITH HENKEL, WE ESTABLISHED A GLOBAL CORPORATE INFLUENCER TEAM ACTIVE IN LOCATIONS FROM SINGAPORE TO MEXICO TO JAPAN. THESE EMPLOYEES WERE SELECTED, TRAINED, AND CONTINUOUSLY BRIEFED BY PMI TO PRODUCE RELEVANT AND ENGAGING CONTENT. THE GOAL: TO AUTHENTICALLY CONNECT WITH POTENTIAL APPLICANTS AND STRENGTHEN HENKEL'S EMPLOYER BRAND.

STRONG RESULTS AND ONGOING DEVELOPMENT

IN JUST THE FIRST YEAR, THE CAMPAIGN ACHIEVED MILLIONS OF VIEWS. THROUGH STRATEGIC OPTIMIZATIONS — INCLUDING A STRONGER FOCUS ON BEHIND-THE-SCENES CONTENT — BOTH ENGAGEMENT AND APPLICATIONS INCREASED SIGNIFICANTLY. MANY USERS ASKED SPECIFIC QUESTIONS ABOUT THE APPLICATION PROCESS, AND HENKEL’S HR TEAM REPORTED CONSISTENTLY POSITIVE FEEDBACK.

EXPANSION OF THE PARTNERSHIP

THE SUCCESS OF THE CAMPAIGN LED TO NOT ONLY ITS EXTENSION BUT ALSO ITS EXPANSION: MOVING FORWARD, THERE WILL BE A DEDICATED SEGMENT FOCUSED ON APPRENTICESHIPS. THIS WILL ENABLE EVEN MORE TARGETED COMMUNICATION WITH YOUNG TALENT — ANOTHER STEP TOWARD ATTRACTING THE RIGHT EMPLOYEES FOR HENKEL.