Employer branding at work: Einhell engages over 300 employees in a world record project

Finding qualified employees has become a constant struggle for many companies. The competition for talent is fierce and traditional recruiting methods often fall short. Einhell Germany AG, a leading manufacturer of cordless tools and garden equipment worldwide, has held an unusual event to demonstrate how to make employer appeal and team culture a tangible reality, while at the same time setting a GUINNESS WORLD RECORD™ for the “most people in a battery passing relay”.

As part of a team event at the Einhell Headquarters in Landau a. d. Isar, more than 300 employees from every area of the company teamed up to set a world record: A single battery, which is the core element of the Power X-Change platform, was passed from one person to the next in a perfectly timed relay, each switching on an Einhell tool. The record was officially certified by Guinness World Records, and it has had a lasting impact on the company, quickly transforming #TeamEinhell into #TeamWorldRecord. 
 
While it seems like a creative technology demonstration, for Hans-Peter Rostan and his team, the event was aimed at employee retention, internal engagement and external brand positioning. From concept and communication to implementation, the project was an interdisciplinary effort carried out with support from Achtung!, Einhell’s PR agency. 
 
“It’s not a matter of how loudly an employer brand is communicated, but how credibly it is perceived in everyday life,” said Hans-Peter Rostan, Einhell Group Human Resources Director. “Too often employer culture exists as a concept but is not actually experienced. Projects like this help make abstract terms like ‘team spirit’ and ‘accountability’ truly tangible for everyone involved.” 
 
By bringing together employees from development, logistics, administration, services and management, a strong degree of identification was created, regardless of hierarchy or function. “Records aren’t set through solo efforts, but rather where people come together, take on responsibility and trust each other,” explained Rostan. “This world record was a symbolic experience for our entire team and a visible sign of how culture and technology complement each other at Einhell.” 
 
Einhell has used this strong internal identification with the project to provide an authentic, long-lasting sense of corporate culture, serving as a means to reduce turnover and attract new professionals. “We don’t need artificial stories. We need formats that show our stance and engage people,” said Rostan. “And that is exactly what modern human resources work is about.” 
 
The world record as a part of the employer branding process is a symbol of collaboration, innovation and shaping the future. From highlight videos and trade fair appearances to social media and internal communication, a one-off activity can become a lasting impulse for recruiting, employee retention and corporate culture. “The employer brand becomes tangible only when great things are achieved as a group,” noted Rostan, “and rather than orchestrating a highly polished moment, we wanted to give a true picture of what is possible here.”

Record details at a glance

• Over 300 Einhell employees – from every division of the company 
• 1 battery – the same Power X-Change battery for every tool 
• Over 300 tools – from workshop to household use 
• Location: Einhell Headquarters in Landau a. d. Isar
• Guinness World Records certified

About Einhell Germany AG

Einhell is a leading manufacturer of state-of-the-art tools and devices for the house and garden. From its headquarters in Landau/Isar (Bavaria), the internationally successful company has continuously expanded its innovative rechargeable battery platform Power X-Change and is now the market leader in the area of cordless tools and garden devices. For many years Einhell has set new standards in terms of endurance, performance, and safety. Einhell customers appreciate the freedom of cordless operation for all their DIY projects, as well as the excellent value for money that Einhell products represent and the first-class customer service offered by the company.