We used the unofficial tweet rating system favstar.fm and wrote a special program identifying automatically anyone on Twitter whose tweet collected more than a hundred ‘Favs’ – and met our criteria: written in German, no more than four weeks old, no links, from a private account. These users were contacted by the bot and forwarded to a microsite, which was personalised in real-time, and informed them about the great future that awaits them as copywriters. And then, a few clicks later, they ended up in a real-time job interview with our HR people via Skype. Thanks to the fact that the whole recruiting process took only a few minutes, the potential copywriters had no time for prejudices, self-doubts and fear of contact.

Within the first few hours we received a big amount of @-replies, e-mails and copytests, in only ten days we achieved 1,500 page impressions – three times the expected traffic. But most importantly, we had several live interviews every day – and shortly thereafter welcomed three new colleagues!