login Engaging Gen Z for Apprenticeships

How do you inspire this target group to choose an apprenticeship in a world full of endless opportunities?

This is the challenge faced by login Berufsbildung AG, the training network for public transportation, partnering with organizations like SBB, BLS, and RhB. While many of their apprenticeships are highly sought after, finding the right talent—especially for skilled trade and technical roles—proves difficult amidst a shortage of qualified professionals, demanding work conditions, and a fiercely competitive job market.

• Capturing young talent for apprenticeships
• Connecting the right opportunities with the right talent

With an innovative campaign, the younger generation is to be addressed on equal footing—fresh and authentic. In addition to teens (primary target group), the campaign also targets key “influencers” such as parents, godparents, teachers, and career advisors as a secondary target group.

Using a full-funnel strategy, login engages the primary target group across different campaign phases (awareness, confidence, commitment). The focus shifts throughout: initially highlighting specific professions, then showcasing benefits like a free GA travel card. The campaign is delivered via Gen Z’s favorite platforms: TikTok, Snapchat, Instagram, and YouTube. A custom-designed Snapchat lens allows young people to playfully discover which career path suits them best. The complementary programmatic DOOH campaign uses dynamic movement data from Senozon AG to effectively reach the young audience in the physical world, precisely where they are on the move.

The secondary target group, consisting of caregivers and influencers, is primarily addressed through news sites and Meta channels.

• Over a period of approximately 3.5 months, the campaign generated 35 million impressions across 8 different channels.
• Compared to the previous year, the campaign achieved a 44% increase in submitted applications.
• At the same time, the cost per application was reduced by 32%.