1.8 m
target audience potential identified
3.9 m
impressions
13.6 k
clicks
Overview
In the global competition for tech talent, the brand faced the challenge of not being clearly perceived as an employer of choice. Instead of relying on traditional employer‑branding communication, it chose a different path: genuine dialogue and radical transparency – directly where tech communities actively exchange ideas and opinions: on Reddit.
By sharing open insights into company culture, values and everyday work, and through interactive AMA sessions with employees and leaders, the brand was able to build trust and position itself as an authentic and attractive employer for tech professionals.
Challenge
Talents in Global Competition
The global competition for tech talents is intensifying dramatically. The tech industry is expanding rapidly, the skills gap is growing continuously - and Siemens wasn't visible enough in the minds of tech professionals in key markets.
The challenge went beyond classic awareness deficits: potential tech talents simply had no clear idea of what distinguishes Siemens as an employer. What company culture is practised? What values are upheld? What development opportunities actually exist? In a market where candidates can choose from a multitude of attractive employers, classic employer branding communication was no longer sufficient. Tech professionals expect transparency, authenticity and genuine dialogue - not polished brochures.
The task was clear: Siemens needed to build trust and strengthen perception as an attractive employer.
The goal: to position Siemens among the top 10 most desirable companies for tech talents. How do you build genuine trust with tech communities in a highly competitive environment whilst measurably increasing awareness and consideration?
Solution
Transparency as Strategy
Our strategy focused on building trust through authentic, transparent communication. Instead of classic employer branding campaigns, we chose a radical approach: genuine conversations on equal terms with the tech community.
The choice of channel was decisive: Reddit. The platform thrives on its unique culture of authenticity and open discussion. Reddit users reward honesty and genuine dialogue - marketing language is ruthlessly exposed and punished. This directness made Reddit the perfect stage for our approach. We developed a communication strategy based on three pillars: authenticity, honesty and transparency. Siemens openly shared insights into company culture, lived values and also the challenges of everyday working life. This honest communication was the key to building genuine trust - a decisive factor in communities that value candour above all else.
The heart of the campaign was interactive Ask Me Anything (AMA) sessions. Siemens executives and employees faced questions from the Reddit community in real time. From career prospects to work-life balance to technical projects - all questions were answered, without PR filters, directly and humanly. The campaign was flanked by targeted paid activation on Reddit to reach relevant tech subreddits. In parallel, organic discussions provided sustainable visibility and reach within the community.
The result: the Siemens employer brand became more human and tangible - exactly where it counts: in direct dialogue with the tech community.
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"Trust cannot be bought - it must be earned. By positioning Siemens authentically on Reddit, we were able to make the brand visible where tech talents have genuine conversations. The key was not in perfectly staged messages but in transparent dialogue on equal terms. This campaign shows: employer branding works best when you stop selling and start listening."
Katrin Kalchschmid
Mediaplus
Key Takeaways
#1
Authenticity beats high gloss: tech talents seek genuine insights
#2
Reddit as an employer branding channel: courage to choose unconventionally pays off
#3
Transparent dialogue builds trust - the foundation for long-term talent acquisition
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About Serviceplan Group
Serviceplan Group SE & Co. KG is Europe’s largest owner-managed agency group (Source: W&V / GWA 2025). Founded in Munich in 1970, it now employs over 6,500 people at more than 40 locations in 24 countries. In the 2024/2025 fiscal year, the group generated fee revenue of €866 million, representing a 6% increase over the previous year and significantly exceeding the market average.
At the core of the business model is the internationally established House of Communication model, which fully integrates strategy, creation, media, data and technology under one roof and has been rolled out worldwide. 62% of clients receive integrated, cross-group support, enabling consistent execution across the entire marketing value chain.
The Serviceplan Group’s performance has been validated externally on numerous occasions: 19 Cannes Lions (2025) as well as awards for Independent Network of the Year and Independent Agency of the Year. Further recognition includes top placements at D&AD, ADC, Clio, Webby, and Eurobest, as well as leading positions in national and international agency and media rankings. Ad Age ranks the Serviceplan Group among the 15 largest agency groups worldwide. Furthermore, a client satisfaction rate of 87%, achieved for the third consecutive year in 2025 and based on the annual, independent survey of 2,761 clients, confirms the group’s high performance.
