Jaisli-Xamax AG woos apprentices via TikTok

In order to ensure a sufficient supply of young talent, companies today not only need a great deal of creativity, but must also make consistent use of new media. It is becoming increasingly difficult to fill apprenticeship positions, especially in skilled trades. That's why the electrical company Jaisli-Xamax relies on social media in its search for apprentices. The goal is to reach young people wherever they are in the media.

TikTok and Instagram

As early as 2020, Jaisli-Xamax AG chose the TikTok platform, supported by Instagram, as the main channel for apprenticeship applications. The campaign generated attention and media coverage. Since August 2021, the apprenticeship company has been training around 100 apprentices in the professions of electrician (EFZ), automatic fitter (EFZ), assembly electrician (EFF) and commercial apprentice (KV). The aim is to continue to inspire young people to take up technical apprenticeships.

Halloween hype used

Together with the agency Serviceplan Suisse, Jaisli-Xamax produced three new entertaining clips. Even more attention was paid to TikTok formats, which are particularly popular with the target group of 13- to 15-year-olds who are about to choose a career. For example, one of the popular transitions in the "Juggler" clip. Or the glitch challenge from the switchgear workshop and the hype around Halloween. Of course, always with a content-related or visual reference to the various apprenticeships.

A young footballer at Jaisli-Xamax AG

Also in this second round, all performers are apprentices and employees of Jaisli-Xamax. Among them is 15-year-old Yannis Ryter, who began his apprenticeship as an EFZ assembly electrician in August and at the same time plays for FC Basel's U17 youth team.

The videos are live on TikTok and Instagram each under @jaislixamax. An example can be found here: https://www.youtube.com/watch?v=-3ZPoW6RVWk&t=1s