In September 2022, Volkswagen Group France faced a very concrete challenge: recruit 1,000 qualified mechanics to support its after-sales network. But the best technicians weren’t unemployed, they were already working at the competition. In fact, 80 % of hires in automotive after-sales happen by poaching talent from rival garages, fueling high turnover and skills shortages.
Instead of posting on job boards or hiring recruitment agencies, Volkswagen took a Trojan Horse approach. They sent Volkswagen vehicles into competitor garages across France, with job offers literally hidden inside the cars themselves. From batteries to exhaust pipes and air filters, mechanics discovered engraved messages with QR codes leading straight to Volkswagen career pages.
The idea didn’t stop there. The campaign also enlisted mechanic influencers, specialists with trusted voices in the field, to share their discoveries and extend reach into niche but highly relevant communities.
~2.5 million video views generated by the campaign
110,000+ visits to Volkswagen Group France’s careers page
53,705+ CVs received, a dramatic surge compared to usual recruitment flows
