Recruiting has become a communication challenge and the question isn’t where to find talent, but how?
At The Cookie Labs, we design recruiting experiences that combine storytelling, data precision, and platform agility to turn awareness into aspiration. Whether across 32 countries or one regional transport network, we build recruitment campaigns that attract the right people.
Here’s how that looked for ABB and ODEG.
ABB — Recruiting at the Edge of Innovation
When ABB joined the pioneering Solar Impulse 2 project, the world’s first solar-powered flight around the globe, we saw a once-in-a-generation story to inspire future innovators.
Together, we built a global social recruiting campaign spanning 32 countries and 5 continents, synchronized with Solar Impulse’s journey.
At each milestone, the campaign adapted its content, platforms and targeting:
-
Localized activation: From university dorms at MIT to regional engineering hubs.
-
Platform precision: Facebook, Instagram, Twitter, YouTube, and Google campaigns optimized per region.
-
Data-driven refinement: Continuous optimization that outperformed benchmarks across all channels.
The result was a campaign that operated above industry standards while connecting ABB’s brand to the spirit of exploration and transforming visibility into engineering ambition.
“We didn’t just recruit for ABB. We recruited for the future of clean innovation.”
ODEG — Recruiting That Moves People
Not all recruiting needs to circle the globe. Some campaigns just need to move the right people closer to home.
For ODEG, one of Germany’s leading regional railway operators, we created a hybrid recruitment campaign combining cinema advertising and social media activation.
The storytelling approach humanized ODEG’s brand, showing not just the trains, but the people behind them. The outcome:
-
A significant rise in qualified applications.
-
Candidates who progressed further in the hiring process — proving the campaign didn’t just increase volume, but improved match quality.
The insight: when storytelling meets targeting, recruiting becomes reputation-building.
From ABB’s global search for future engineers to ODEG’s regional call for talent, these projects shared one truth: Recruiting succeeds when it feels like an invitation, not an instruction.
By combining emotional storytelling, platform intelligence and agile optimization, we help organizations find people who fit their mission.
If your company’s next great hire isn’t looking for you yet, we’ll make sure they find you anyway. Let’s turn your brand story into a magnet for talent.
