Challenges

The automotive industry is progressively moving toward computerised products. Recruiting needs are also shifting from classical engineering profiles towards computer science and technical profiles. BMW has realised that amongst this graduate group, their otherwise really strong employer brand is not enough to be the employer of choice. Students may first think of Google, Microsoft or Amazon.

Similarly, the whole automotive industry is undergoing this shift and is fighting for attention to fill Automobile IT and Engineering roles. Due to the lack of applicants in Germany, the BMW Group has widened the criteria for their trainee programme and is welcoming students from well beyond Germany’s borders. This can be challenging in itself, and until recently would have required individual visits to universities across Europe.

Solutions

Before CareerFairy, BMW Group used to promote the trainee programme with a live stream hosted on Instagram Live. Since the target audience was there, it seemed like an easy choice but it turned out to be lacking in professionalism and of course, it was in no way tailor-made to specific recruiting needs. With CareerFairy however, this has more the character of an accessible online event and has talir-made features that allow to directly promote the stream online, on the career webpages or other channels. Using CareerFairy has led to greater reach for many more students and therefore applications. Another advantage is that integrating CareerFairy in the company’s recruiting workflow wasn’t putting strain on the ressources, but with similar efforts, the result is more professional, with better continuity and, in addition, the company can track the results.