Let's Pro

If you want to convince young talents, you have to know what makes them tick. We present SUMITOMO (SHI) Demag as an attractive employer on the screens of digital natives.

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Outdated online appearance, unstructured content, no digital application process – there's a need to catch up. The mission is to update the website, make it easier to apply for a job and fill the open positions with talented trainees. For more visibility, .diff speaks the language of the target group to reach more qualified applicants – strong employer brand, simplified application and coherent marketing material on top.

New generation, new expectations

98 % of Generation Z look for jobs on their smartphone. They were born into a digital world, are always on, up-to-date and on the go. They'll give you thumbs up for strong statements, concise news, funny pics and clean design. And their dream job? Cool projects, meaningful content and regular working hours for a good work-life balance. This unique group triggers a paradigm shift and demands recruiting 2.0.

Graphical representation and comparison of Millennials and Gen Z

Finding the right spot on the market

Let's see what others do and make it better. We do our research, analyse intensively and interpret what we found out using our years of experience. Based on those results we go for a trainee area with its own look and feel – communication at eye level with potential applicants and outstanding appearance of the company guaranteed.

Presentation of a benchmark analysis for SUMITOMO (SHI) Demag by diff

Creating an effective UX

By testing with several personas from the target group we identify pain points along different user journeys and define our to-do's: responsive design, structured navigation and attractive wording is how digital natives roll and apply.

Presentation of user journeys of various relevant SUMITOMO (SHI) Demag personas

Mixing it up

An effective Media-Mix generates consistent attraction to the recruiting campaign and leads the target group directly to the landing page. The digital channels act as multipliers: they increase visibility and reach as both the target group and their parents are best available online.

Various offline and online channels to fuel the trainee campaign by SUMITOMO (SHI) Demag

With the results of the extensive analysis, .diff develops a communication concept that totally meets the requirements of the target group: compelling, quickly consumable information, image-heavy communication, replacing the dusty look & feel with a fresh attitude.

#letspro together!

A hashtag says more than thousand words. #letspro says: There's a pro in everyone! The claim invites trainees and dual students to develop themselves from their own prototype into a professional - together with the visionary brand SUMITOMO (SHI) Demag.

Cover for animated video with details on the Let

Quick check

Trainee in focus, hobbies and profession combined: The visual picks up the values of the target group and connects it to the industry. Exciting projects? Check. Time for yourself? Check. The optimised responsive landing page tells the story of the campaign. Honest statements from real trainees provide authentic insights and form a trustworthy basis for interested applicants to make a decision. Dream job? Check!

Cover by scroll through the SUMITOMO (SHI) Demag landing page

Various sections of the SUMITOMO (SHI) Demag landing page

Measuring success permanently

While we are implementing the solutions step by step, more applicants are already applying for jobs. Tendency: increasing! The focus on digital channels will bring even more qualified applications.