Case Study: Deutsche Bahn achieves authentic apprentice recruitment and employer branding with Snapchat

Recruiting done right at Deutsche Bahn

Deutsche Bahn sought to attract future apprentices by showing a down-to-earth, authentic view of working life—moving beyond standard employer branding to give pupils an exclusive, “day-in-the-life” perspective. The challenge was to present the company as a real, relatable employer who values young people’s interests and strengths.

DB ran two Snapchat takeovers and 10-second Snap Ads starring apprentices Dana and Fatmir, using voiceover-driven, strength-focused storytelling and a swipe-up link to the DB careers page. The campaign performed efficiently, delivering €1.84 eCPM and €0.18 eCPSU while driving authentic engagement with the target audience.

Deutsche Bahn