ROLAND BERGER STRATEGY CONSULTANTS: EVERY STORY HAS A BEGINNING

Credits:

Type of Entry: Corporate or Brand Identity
Category: Self Promotion
Title: EVERY STORY HAS A BEGINNING
Advertiser/Client: ROLAND BERGER STRATEGY CONSULTANTS
Product/Service: RECRUITING OF STRATEGY CONSULTANTS
Entrant Company: GÜRTLERBACHMANN WERBUNG Hamburg, GERMANY
Design/Advertising Agency: GÜRTLERBACHMANN WERBUNG Hamburg, GERMANY
Creative Credits
Name Company Position
Uli Gürtler Gürtlerbachmann Werbung Creative Director
Merle Schröder Gürtlerbachmann Werbung Art Director
Anke Gröner Freelancer Copywriter
Dr. Björn Bloching Roland Berger Strategy Consultants Holding Head Of Marketing
Sharifa Hawari Gürtlerbachmann Werbung Account Manager
Christine Klein Gürtlerbachmann Werbung Pre-Press
Details
Brief Explanation:
Frequently highly skilled talents are target of many companies and can choose between various job offers. A convincing appearance as an employer brand was needed to recruit competent staff. Especially because Roland Berger competes with McKinsey & Company, Boston Consulting Group and Accenture. By sending a mailing to selected high-potential graduates we wanted to enhance the chances for qualified applications and guide them to Roland Berger in order to start a dialog with these highly skilled talents.
Describe the brief from the client:
Roland Berger Strategy Consultants is the biggest consultant in Europe. They are always looking for new talents who want to start a career at their company.
Description of how you arrived at the final design:
We developed a high-quality book and slipcase to assist the recruiting. Accompanied by a personalized correspondence and contact information of the relevant contact person the graduates were animated to get in touch with Roland Berger. This intelligent, high-end approach aims to stimulate interest in a career at Roland Berger. Designed like old books, with the motto “Every story has a beginning”, first sentences of famous works are cited. After many first sentences, which resemble beginnings of outstanding stories, the reader is invited to start his / her own story at Roland Berger.
Indication of how successful the outcome was in the market:
Out of 1.500 produced books 850 were sent to selected graduates in 2008. A response rate of 721 was better than expected and more than double of the desired 350 contacts. Altogether Roland Berger received 640 applications with a high potential of new graduates so that they could choose from the best consultant talents. With production costs of 12,- EUR per book and average costs of 14,15 EUR per contact this recruiting tactic beat all recruiting events they have ever done before in price and efficiency with the outcome of numerous skilled contenders.