(In a sharp, observational tone, with a dash of cheekiness)
Ah, the thrill of a “young entrepreneur” getting a big gig with Porsche, only to be brought back down to earth by a marketing expert who’s not afraid to speak her mind. (pauses for comedic effect) Well, that’s what happens when you try to make a career out of “innovative” ideas that are actually just, well, a bit… basic.
So, Yaël Meier’s company, Zeam, lands a project with Porsche to promote young, female tech talent. And their groundbreaking strategy? Invite top students to Porsche for a “trial day”. Wow, what a bold move. I mean, who wouldn’t want to visit the Porsche factory and get a glimpse into the daily life of a tech company? It’s not like every other company in the world is doing the same thing. (sarcastic tone)
Of course, marketing expert Ronja Dornfeld is having none of it. She calls the strategy “banal” and points out that it’s a common practice in the recruiting world. Well, you can’t blame her for being unimpressed. I mean, if I’m going to get excited about a recruitment strategy, I’d at least want it to involve a decent buffet and a few freebies. (chuckles)
But the cherry on top of this sundae of mediocrity is when Meier claims that 65 percent of the participants were hired by Porsche. Oh, what a remarkable achievement! I’m shocked, SHOCKED, that a highly selective process involving the cream of the crop from top universities resulted in a high conversion rate. It’s not like Meier cherry-picked the best candidates and then claimed victory or anything… (winks)
Dornfeld raises some excellent points, though. Why only invite students from elite universities? Why not mix it up a bit and create a more diverse network? And what about the “social first” approach that Meier mentions? Were there any actual results to show for it? (pauses) Ah, but I suppose we’ll never know, since Meier’s not sharing any videos or insights into the project.
The clincher is that it’s unclear how much Porsche paid Zeam for this… underwhelming experience. Dornfeld estimates that it could be a six-figure sum. (gasps mockingly) Oh, what a bargain! For that price, I’d expect a campaign that’s at least mildly exciting, if not downright revolutionary.
Ronja Dornfeld’s TikTok video criticizing the project has racked up over 13,500 views, but Meier’s not commenting. Ah, the classic “we’re going to ignore the criticism and hope it goes away” strategy. Well, we all know how that usually works out, don’t we? (dramatic pause)
There you have it, folks. A recruitment campaign that’s more sizzle than steak, and an expert who’s not afraid to call it out. Or, as Dornfeld put it, “The Porsche project didn’t convince me.” (smirks) Well, I’m convinced – convinced that some marketing experts are more concerned with style over substance.
Published 26. November 2024, 4:46 p.m
Young entrepreneur: “Banal”? Yaël Meier’s Porsche campaign is causing discussions
Yaël Meier, the founder of Zeam, recently implemented a campaign for the renowned sports car brand, Porsche, which has sparked a heated debate among marketing experts.
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Yaël’s company, Zeam, was awarded the contract for an HR project by Porsche, focusing on promoting young, female tech talent.
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However, marketing expert Ronja Dornfeld has raised questions about the effectiveness of the strategy employed by Zeam.
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Dornfeld, a prominent figure in the German marketing scene, believes that the campaign’s approach is more conventional than innovative.
On LinkedIn, Yaël expressed her enthusiasm about the project, stating: “BIG NEWS: Porsche AG was honored for an HR project with us!” She elaborated on the strategy, explaining that instead of attending traditional career fairs, they opted to bring students to Porsche, allowing them to experience a day in the life of the company.
The project involved selecting 20 top female talents from MINT subjects and providing them with an exclusive insight into Porsche’s work environment. While Yaël’s post on LinkedIn highlighted the project’s success, with around 65% of participants being hired by Porsche, marketing expert Ronja Dornfeld remains unconvinced.
Banal or innovative?
Dornfeld pointed out that the concept of holding a “trial day” for female students is now a common practice in companies, rendering it less innovative. In an interview with 20 Minutes, she stated, “The strategy of hosting a ‘trial day’ at Porsche for female students is so established and widespread among companies that it hardly requires any special advice.”
Regarding the high conversion rate, Dornfeld attributes it to the selective process employed by Zeam, stating that inviting a small group of female students to Porsche and hand-picking 20 talents from a pool of applications would naturally lead to a higher conversion rate compared to a career fair.
How much does Zeam earn from the campaign?
Dornfeld suggests that Zeam could have achieved more by selecting graduates from a diverse range of universities, rather than focusing on elite institutions. This approach would have enabled the creation of a long-term network.
Yaël’s post mentions a “social first” approach, which Dornfeld acknowledges as a sensible strategy. However, the expert remains uncertain about the specifics of the campaign’s execution, questioning the production and dissemination of videos, organic performance, media budget, conversions, and number of applicants.
It remains unclear how much Porsche paid Zeam for the campaign’s implementation. According to Dornfeld, projects of this nature typically involve consulting services, strategy development, influencer marketing, social media management, and advertising expenses, which could easily amount to six-figure sums.
“The Porsche project didn’t convince me.”
Ronja Dornfeld
Dornfeld lacks sufficient insight into Zeam’s comprehensive work, stating that “The Porsche project didn’t convince me.” She attributes the project’s impact more to the prestige of the Porsche brand rather than the campaign’s content, adding that Porsche should have achieved better results with their investment.
Dornfeld expressed her criticism on TikTok, garnering over 13,500 views on her video. When asked for a comment by 20 Minutes, Yaël Meier declined to respond.
