Bringing a Breath of Fresh Air to Recruiting Young Talent

Apprenticeship training has a long and successful tradition at Werner Schmid GmbH: We are proud to have been continuously training apprentices in various technical and business-related fields for over 75 years. In times of demographic change, training our own next generation is becoming even more important.

That’s why it was very important to us to breathe new life into our campaign to fill our apprenticeship positions. To achieve this, we created the Azubi Tech Team—a group of comic-hero-style avatars inspired by the job profiles and fields of work at our company. Each avatar has its own story and represents one of the apprenticeship programs at Werner Schmid: For example, the “Form Guru” symbolizes technical product designers, the “Tool Master” symbolizes toolmakers, and the “Admin Ninja” symbolizes industrial business clerks.

In terms of design and color, the avatars are a perfect fit for our corporate identity. The visual and textual style is deliberately youthful, eye-catching, and modern, designed to specifically appeal to high school graduates and pique their curiosity. The unique design is intended to stand out from the sea of apprenticeship ads and highlight the significance and importance of each individual apprenticeship to our company.

From now on, the Apprentice Tech Team will appear in all publications specifically aimed at potential apprentices. These include apprenticeship advertisements and brochures, promotional materials, social media posts, and our career pages on the web. At the 2025 Fulda Education Fair, every member of the Werner Schmid booth team — including the trainers — wore a T-shirt featuring the avatar that represents their profession.

We’re very excited to see how the trainee avatars are received—not only by high school graduates, but also by our customers and business partners. With this unique design, our trainee campaign is sure to attract attention.