Master plasterer Werner Will was facing a problem: the order book was bursting at the seams, but the size of the team was not growing with it. His old website was no help, as it was too generic to paint a clear picture of the master craftsman’s business.
Instead of burning money on ads that lead to an inappropriate site, we started with the foundation. We developed a complete rebranding that brought Werner’s personable nature into the digital world. To fulfill his goals (new employees), we developed a website where applicants can apply without resumes and detours.
A social media campaign on Facebook and Instagram followed to attract visitors to the site. The result: a modern brand presence and over 20 applications within three months.
Client
Industry
Service
Time Frame
Team
Tools
Collab
Applications (in 3 months)
for the application (No-CV-Flow)
People reached (Cologne/Pulheim region)
Werner Will urgently needed new specialists, but the market was empty. His starting position was extremely unfavorable: the existing website was more than outdated, both technically and visually.
Werner knew that he needed to become visible, but had little digital expertise. He came to us with the desire for new employees. But we knew that if you send young talent to an outdated site, you can pack your bags. The challenge was to use Werner’s budget efficiently and find a balance between the necessary professionalism for his clients and a casual, modern approach for young applicants.
The digital first impression: The modern UI design of the new homepage immediately invites users to linger.
Sits on every screen: Responsive web design for plasterer Will in desktop and mobile mockup.
Before the first euro was spent on advertising, we gave the brand a complete overhaul. We worked on a design that combines Werner’s cheerful Rhineland nature and professional craftsmanship. The centerpiece: an application page where applicants can apply within seconds.
Instead of requesting extensive application documents, we implemented a form that asks for qualifications with a click – mobile-optimized and completed in no time at all. Only then did we start the traffic engine.
With a budget of €1,700, we ran a meta-campaign (Instagram & Facebook) that scored with humor. We tested content formats against each other – from simple text posts to motion design reels from existing video material – and controlled them regionally.
Recruiting reel for plasterer Will: craftsmanship in the picture, job message in focus.
"Recruiting campaigns often fail due to their interchangeability. With Werner, we deliberately focused on rough edges and humor instead of smooth stock photos. This project shows wonderfully: real personality beats soft-spoken advertising campaigns."—Denise, Digital Marketing Manager, jut-so
Despite a modest marketing budget, the campaign reached around 45,000 people in three months and generated over 20 applications for Werner. The click-through rate (CTR) was an above-average 0.69% (normal: 0.35 – 0.4%). Engagement was also above average: users tagged friends, shared the posts and celebrated the casual approach. Overall, the modern site and the campaign were well received and new applications regularly fluttered into the inbox. For us, this meant: goal achieved.
