BMW Career Germany is continuously looking for people that can join their company. With social media it’s easy to have a dialogue with potential future employees, but BMW wanted to take it even further. They wanted to step up the public relationship by, in an easy way, illustrating the many possibilities of working at BMW and the change people can contribute to.

An opportunity arose when every company on Facebook had to move to the new Timeline at the 30th of March 2012. When everyone tried to in a creative way design their new profile, we chose to let the fans of BMW Career to do it for them. The cover photo, the first thing you see at the timeline, was updated to an empty office. Then we asked how their BMW dream office would look like. By 'likes' on pre-selected objects, as well as submitting anything else, the fans collectively created the cover photo.

The campaign, which took 1 week, was featured in several human resources magazines and during this week, the page received 3,000 new fans. In total there were over 1,200 direct 'likes'. This also led to an even more active conversation between the company and potential employees.

To get to know the people interested in BMW better, we asked them how their dream office would look like. The big cover photo in the timeline started out as an empty office and every day for a week we added one new thing that the fans chose, either by liking pre-selected objects or by submitting any other object they thought would fit in. And after this week, all the fans had collectively created their dream office.

Several human resource magazines wrote about the campaign. Over the week, thousands of people involved themselves.

There was over 1,200 'likes' on objects added to the office, 2,059 people were talking about it, and the Facebook page attracted over 3,000 new fans.

It also led to a more active dialogue between BMW and potential future employees about the opportunity to work there.