Searching for applicants with Bodo the drill man: How RUKO reached new groups of applicants with its regional presence and clear profile
The shortage of skilled workers poses major challenges for a wide range of industries – including in the Böblingen and Tübingen region. RUKO GmbH Präzisionswerkzeuge from Holzgerlingen addressed this issue in spring 2025 with a regionally focused recruitment campaign. The aim was to raise the company's profile as an attractive employer while appealing to a variety of target groups: from trainees, interns, and dual students to skilled workers and administrative staff for areas such as manufacturing, warehousing, logistics, and sales.
A popular figure with a technical connection: Bodo, the drill man
The central motif of the campaign was “Bodo the drill man.” Designed specifically for this campaign, he is composed of products such as core drills, countersinks, and screw hole punches from the RUKO portfolio. In a charming way, Bodo embodies what RUKO stands for in the truest sense of the word: technical precision, identification with the company's product range, a connection to its own production and, of course, to the products themselves. At the same time, he lends the employer brand emotionality and independence – as a likeable key visual that accompanies all communication channels of the campaign.
Digital foundations first: career section modernized and application process optimized
In the run-up to the campaign, the career page on the RUKO website was fundamentally redesigned. The new site is now much more structured, appealing, and applicant-friendly, with clear information on entry-level opportunities, benefits, and corporate culture.
The application process itself is completely digital via an integrated recruiting tool that enables simple, user-friendly, and transparent application. Applicants enter their contact details on the interface and upload their application documents, such as their resume and references, to RUKO HR.
Presence in the everyday life of the target group: regional and approachable
In order to reach as many people in the region as possible in their everyday lives, RUKO relied on a well-thought-out combination of analog and digital measures. Various media were used between April and June 2025.
These included large-scale posters at suburban train stations and train stations in Böblingen and Tübingen, where RUKO was visible during rush hour – exactly where potential applicants regularly travel and, very importantly, also spend a longer time.
Bodo was also visible on the rear of regional buses in the Böblingen area. The rolling advertising space ensured additional mobility for the campaign message in urban and rural areas.
But the media strategy also thought outside the box.
On 48,000 bread bags printed for 16 different bakeries in the Böblingen area, Bodo encouraged potential applicants to bag themselves the top job. This was a highly relevant everyday measure that brought the company into direct contact with citizens of all ages. An original communication placement that is subtly perceived and finds its way into the kitchen or dining table at home.
In addition to physical visibility, four short, attention-grabbing reels were played on Instagram, specifically to reach young and digitally savvy target groups. The individual videos targeted students, young professionals, and experienced professionals and were played accordingly in the app, also in the region.
Strategic implementation with professional support
The campaign was designed and implemented in close cooperation with an agency specializing in recruitment advertising for medium-sized companies. Together with the RUKO team, a package of measures was developed that is targeted, cost-effective, and locally effective.
Measurable success: More applications with a better fit
The response to the campaign was consistently positive – both internally and externally. It was particularly pleasing to see a noticeable increase in the number of applications during the campaign period, including in the area of training and internship positions. At the same time, there was a significant improvement in the quality of applications – a sign that the message was not only visible but also credible.
The campaign shows that if you want to compete for skilled workers, you have to be more than just a good employer—you have to be perceived as one. With creativity, digital infrastructure, and a regional focus, RUKO has succeeded in shaping this perception.