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360 strategy · Open Com 24/25

Stellantis &you

Restoring the appeal of jobs nobody wants to take anymore.

Client
Stellantis &you
Context
Internal comms
Budget
€35,000
Duration
12 months

An employer branding and internal communication strategy designed by ummni. for Stellantis &you: €35,000 over 12 months to revive recruitment in automotive trades, created for the Open Com 24/25 competition.

The problem

Selling a sector that the group itself is weakening.

The Stellantis group is going through a difficult period: negative profitability (down to a -1.88% margin for DS in 2024), tensions with dealers, repeated product recalls. Stellantis &you had never built a real employer branding strategy - only one-off actions.

The result: growing disinterest among candidates for the entire automotive sector, at the very moment the group most needs to recruit and retain.

How do you optimise a recruitment strategy when your own group’s image works against you?

The idea

Big idea

Freedom
has a name.

Restoring the value of automotive trades by giving them a face.

“Memories are not built alone.”

-1.88% margin at DS in 2024

This figure makes the problem tangible: convincing talent to join a financially weakened group requires proving the human value behind the brand, before even talking about the job.

The approach

Giving every open position a name and a face.

  • €32k

    Filming & editing

    A mini-series

    • Portraits of mechanics, body repairers, salespeople
    • Life stories centred on the car
    • Published on LinkedIn & YouTube

  • 3 slides

    LinkedIn format

    Targeted portraits

    • One hard-to-fill job = one face
    • Portrait → driving-licence memory → call to apply
    • Carousel on the jobs to fill

  • 4 levers

    Media strategy

    Reviews, behind the scenes, education

    • Customer reviews & employee testimonials
    • “A day with…” video concept
    • Partnerships with targeted schools

Lessons learned

An acknowledged weakness can become a starting point.

Rather than working around the group’s fragility, the strategy chooses to face it - and to respond with people, the only ground on which Stellantis &you could take back control immediately, without waiting for financial indicators to recover.