Like many public-sector employers, the City of Düsseldorf faced the challenge of positioning itself as a modern, attractive employer. Working closely with the city’s marketing and human resources departments, the dmcgroup developed the EVP slogan “We for Düsseldorf—Closeness Meets Freedom” and the accompanying communication concept based on existing analyses and strategic foundations.
The goal was to rejuvenate the city’s image as an employer, infuse it with emotion, and authentically convey that city government employees are actively helping to shape the future of a vibrant metropolis.
This led to a cross-media recruiting campaign that appeals to a wide range of professional groups—from administration to engineering to social services—with the central message
“Not just any city. Not just any job.”
Communication across all channels and media
The campaign included out-of-home, social media, and employer branding campaigns, tram branding, trade show appearances, and digital content.
The result: a clear, credible employer brand that conveys approachability, openness, and a sense of responsibility—and establishes Düsseldorf as a modern, people-oriented, and forward-looking employer.
Post-COVID-19 Recruitment for the Restaurant and Hotel Industries – in Partnership with DEHOGA
Ever since the COVID-19 pandemic, at the very latest, it has been a real challenge for many businesses in the restaurant and hotel industries to fill open positions.
The dmcgroup supported the state capital of Düsseldorf with a targeted recruitment campaign for the industry—in cooperation with DEHOGA. We were also responsible for the entire campaign management process, from the creative concept and photo shoot to implementation. The campaign was rolled out both in out-of-home media and on social media.
Measurable Results
Campaign goal: Fill ~1,000 job openings; Partnership with Düsseldorf Tourism and DEHOGA NRW (plus the Chamber of Industry and Commerce in 2023)
500+ out-of-home (OOH) ad placements citywide
2.3 million social media impressions with a 1.9% CTR
>10,000 clicks on the Federal Employment Agency’s job hub; significant increase in listings (approx. +78%, from 90 to 160)
This is how the industry in Düsseldorf was visibly strengthened—with a clear message, precise targeting, and consistent execution across all channels
Our Team
Dirk Thieme
Cordelia Craigie
Daniel Stoffels
Susanne Gehring-Böse
More Case Studies
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Employer Branding for the City of Düsseldorf
KiKA – Corporate Design
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Maren Fick
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