unbeDINgt jetzt – a podcast as an “employer branding measure”

Many young Generation Y and Z talents do not know the DIN Group as an attractive employer - even though it is a successful, growing group of companies looking for well-trained graduates. DIN would like to become more visible, especially in Berlin, in order to attract university graduates and young professionals. The main goal: to increase awareness and show that DIN is much more than “DIN A4”.

To begin with, the student Design Thinking team conducted interviews with employees of the DIN Group as well as with job seekers from various disciplines such as political science, engineering and design. It quickly became clear that DIN is hardly on the radar of the younger generation as an employer.

Although most of them were familiar with the term “DIN” from everyday life, they had no idea what the company actually does. There was also a persistent cliché: norms and standards sound boring. But in reality, it is an exciting interplay between business, science and politics.

The DIN Group is actively shaping the topics of the future – from sustainability and resource efficiency to hydrogen, the circular economy and artificial intelligence. These topics are highly relevant for young talents. But how do you reach them?

The team developed the idea for the podcast “unbeDINgt jetzt”, which appeals to young people with exciting interviews with DIN experts. The podcast shows that standardization is not dry, but innovative, forward-looking and socially relevant. In addition, the DIN Young Professionals (DYP) network could be expanded and the social media presence strengthened to promote exchange with young talent.

The idea set the right impulse: Amelie Leipprand, responsible for the DIN Young Professionals network, developed the podcast “Menschen sind keine Ameisen” (“Human beings are not ants”) together with colleagues.  With 12 episodes in German and English, the podcast inspires “young and old” and forms the basis for future productions.

An exciting aspect for applicants: People with diverse backgrounds work at DIN – like Amelie, who is an actress and mechanical engineer. Academics from a wide variety of fields find their calling here.