Employer Branding on Wheels:
How Deutsche Bahn Uses Showtrucks to Bring Recruitment to Life
How can we get young people excited about technical careers? How can we effectively communicate complex job descriptions while also building a modern employer brand?
With TRADERUNNER, Deutsche Bahn demonstrates how career guidance can work today: not just providing information, but letting people experience it for themselves.
Als Fahrzeug- und Showtruck-Hersteller begleiten wir solche Projekte von der technischen Idee bis zur mobilen Erlebniswelt. Unsere Aufgabe ist es, aus einem Fahrzeug einen Ort zu schaffen, an dem Arbeitgebermarke, Berufsalltag, Technik und Recruiting zusammenkommen.
When a vehicle becomes a mobile world of experiences
A promotional truck can go exactly where the target audiences are: to schools, trade shows, festivals, job fairs, or corporate events.
This enables Deutsche Bahn to create mobile platforms that bring its various work environments directly to people.
Besonders eindrucksvoll wird das durch die Integration von Zugsimulatoren.
Visitors can drive an S-Bahn train themselves, experience the day-to-day operations, and get a sense of what it’s like to work in the driver’s cab.
This turns abstract career guidance into a concrete experience.
Und genau darin liegt aus unserer Sicht die besondere Stärke eines Showtrucks: Er macht eine Arbeitgebermarke physisch erlebbar.
Successfully used: from trade shows to festivals to schools
- At the i-Mobility event in Stuttgart, for example, the S-Bahn simulator was described as a special highlight. Many visitors took advantage of the opportunity to drive an S-Bahn themselves and thus get a realistic sense of what the job is like.
- The Stuttgart S-Bahn was also represented at the Kesselfestival with its information van:
“At this year’s Kesselfestival—the hands-on festival for the whole city—we were there again with our information van. In the simulator, visitors could drive an S-Bahn themselves and experience what everyday life is like in the driver’s cab.”
- At job fairs, the experience is then directly linked to the recruiting process. In addition to simulators, the program includes, for example, tours of signal boxes and workshops, as well as direct contact with recruiters.
- These mobile interactive experiences are also being used in schools. With MORITZ, the “InfraGO Mobile Roadshow Truck for Interaction and Future Orientation,” DB InfraGO brings technical topics and career guidance directly into schools.
- Here is another example of how train simulators are used in career guidance:
“One highlight of this collaboration is the train simulator used in schools. Here, young people can experience in a fun, interactive way how train operations work and what responsibilities train operators have. By simulating real-world operations, the program not only imparts technical knowledge but also fosters teamwork and problem-solving skills.”
Our Perspective as a Show Truck Manufacturer
For us at , a manufacturer of vehicles and show trucks , projects like these are particularly exciting because they bring together several disciplines.
Wir entwickeln Fahrzeuge, die technisch anspruchsvoll sind, gleichzeitig aber intuitiv funktionieren und vor allem eines leisten müssen: Menschen begeistern.
Dabei müssen Innenraum, Außenauftritt, Technik, Medientechnik, Interaktion und Markenkommunikation zu einem Gesamtkonzept werden und gleichzeitig das Gewicht von 3,5Tonnen eingehalten werden.
A simulator, for example, isn’t simply a device that’s placed inside a truck. It must be integrated into the space planning, taking its weight into account as well. After all, a simulator like that isn’t exactly light. The technology must be designed for mobile use, and at the same time, its appearance must reflect the customer’s brand.
This is how a vehicle becomes a mobile brand experience.
Brand staging of tomorrow!
info@traderunner.de
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