GM bets on MTV ads to attract new employees for the future

Article by Christian Andrei, on August 9, 2012

General Motors has been showing its ads on cable TV music channel MTV to attract new employees for the future. GM wants to promote itself as an innovative employer. In one of the latest pitches, a 360-degree flip was done by MTV stunt skateboarder Rob Dyrdek on a new Chevrolet Sonic.

This was also meant to boost the hip image of the Sonic among millennials who are probably not considering the Chevrolet models. But mostly, this spot is included in a bigger campaign for GM to be considered by the younger generation as an employer, according to Sean Vander Elzen, GM's senior manager for global talent acquisition.

At Center for Automotive Research's 2012 Management Briefing Seminars, Vander Elzen said that it hopes to get millenials to think of GM as “an attractive workplace." He said that the company requires people from various generations. He added that GM has been collaborating with MTV to come up with ideas to attract more millenials.

Around half of the 80 million people in the millennial generation are in junior high school, high school and college. Of course, these comprise MTV’s core viewing audience.

The cable channel has a marketing group named Scratch that has started to work with companies like GM to reach those MTV demographics. Vander Elzen, who had been an employee at GM's Saturn and OnStar subsidiaries, said that as GM rebuilds its workforce, its concern is on what the future holds for its professional employees and skilled workers. [source: Automotive News - sub. required]

Topics: gm, advertising

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