Schön Clinic

Clinic marketing: Recruitment campaign


The Schön Clinic located in the Harlaching district of Munich wanted to launch a recruitment campaign that, in addition to being personably and humane, was also memorable. The challenge: Good nursing and care staff rarely have to actively hunt for jobs and represent a target group that everyone is desperately trying to reach. That’s why to stand out, this skilled worker campaign had to be all the more eye-catching.

Two hands hold a smartphone in which one of the key visuals from the Schön Klinik personnel campaign, a polaroid picture, can be seen, next to it the claim “Wanted: philantropist”
Mockup of social media assets of the Schön Klinik personnel campaign in a glowing yellow / orange and sky blue with the campaign claims “Working with a spine”, “Feeling like a bone job?”, “Easy to care for! Even through hard times”, “My job: correcting people who lie the wrong way”
Mockup of a postcard for the Schön Klinik personnel campaign with the tagline “I want a bone job!” and the option to directly apply by leaving some contact information on the website


When it comes to clinic marketing, authenticity is becoming ever more important. That’s why we developed a campaign that has a humane feel and incorporates genuine testimonials from clinic staff. We succeeded in highlighting the clinic’s specialty in orthopaedics through some lighthearted wordplay. The slogans create positive associations with the clinic and get people interested in joining the team.

Mockup of the website for the Schön Klinik nursing campaign in a MacBook next to two Polaroid pictures of a female and a male nurse


  • Campaign concept and implementation
  • Updates to Munich Harlaching careers page
  • Photo shoot with clinic staff
  • Extension of the OOH campaign
  • Campaign look for the website and job ads
  • Social media editorial plan and assets
  • Print assets: campaign poster, patient flyer, trade fair postcards, roll-up

Recruiting that does the job

  • High acceptance

    Clinic employees feel that the campaign portrays them and their work accurately

  • Reach

    The OOH rollout at strategic locations in Munich are attracting attention

Keyvisual from the Schön Klinik personnel campaign: two Polaroid pictures of a smiling nurse with the slogan “Wanted: philantropist”
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