Winning new recruits?
Aber sicher!

The Bavarian Police is one of the largest training employers in Bavaria and has to hire in the four figures every year to live up to its responsibility to society.

Only a few decades ago, the police was a dream job for many young people. Today the Bavarian Police, too, competes for new recruits against every employer in the state: for talent in law enforcement as well as for IT specialists.

In this job market, visibility alone is not enough. What it takes is an employer brand that shows what young people are looking for in police work: purpose, relevance and a real contribution to society. The question is:

How does the Bavarian Police become an attractive employer for the young generation?

Together with our strategy partner BrandTrust, we sharpened the employer positioning: four attractiveness drivers, tailored to Gen Z (responsibility, purpose) and millennials (stability, security).

This became a campaign mechanic with a signature headline: “…, aber sicher!”, German for “…, absolutely!”, with “sicher” also meaning safe. Up front is what young people are looking for, such as perspective, excitement, teamwork or an IT career. “aber sicher!” is both a promise and the brand's pledge.

The imagery relies on authenticity instead of staging: real situations from police work that build trust. 100% real.

The campaign ran where the target group spends its time: on Instagram, LinkedIn and Google Ads, plus print, social media activities and public events. The careers website team.polizei.bayern.de tells real stories instead of bureaucratic phrases.

Ongoing monitoring makes the impact measurable: more than 36 million impressions, more than one million clicks and a click-through rate of 2.7 percent. The result: more visibility, noticeably more applications and proof that a brand can turn even an institution into a magnet.