Mercedes-Benz case study

I worked on this case study in the module "Product- and brand management" in my 4th semester. The question we had to answer was how can a german traditional company, like Mercedes-Benz, attract new employees and hold old to their current ones in the frame of their competitive industry. Throughout our work we focused on a concept for the younger generation since they have other expectiatons on their work environemnt which can be served by company's like Waymo or Tesla. Therefore, we created an external and an internal communication startegy. The external strategy consisted of using video content as well as being present social media platforms with different types of content. For the application process we wanted to use AI to check the cultural fit of the applicants. For the internal communication strategy we thought of implementing the trend "new work" in some departments with making some changes in the company's structure. Furthermore, a bonus system and an e-learning plattform will set up. Here you can see some extracts of our presentation and ideas.