EnergieTechnik Becker relies on modern recruiting, reach, and brand building in energy technology, and is not afraid to take unconventional approaches to marketing, as seen most recently with its own song about the cable measurement vehicle and cable measurement technician Dominik - "Dominik - Full Throttle Cable Measurement Vehicle":
What might initially sound unusual is, in reality, a modern marketing concept with a clear strategy behind it. With the new "Cable Measurement Vehicle Song" about measurement technician Dominik, EnergieTechnik Becker GmbH from Karlsruhe shows that modern energy technology today not only needs to be technically strong but also visible. And not only is the main character an employee, but also the producer of the song, Regis Arnaud Compaoré, works for EnergieTechnik Becker.
Skilled worker shortage in energy technology: attracting attention becomes a challenge
The energy technology sector faces major challenges:
- Skilled worker shortage
- Recruitment problems
- Low visibility of technical professions
- Less emotional brand communication
Many companies continue to communicate in a very technical way, thereby primarily reaching existing industry contacts but hardly any new target groups. EnergieTechnik Becker deliberately takes a different approach.
The cable measurement vehicle as a social media phenomenon
For years, the cable measurement vehicle has been one of the most exciting and at the same time least known areas of energy technology.
For many people, it is fascinating to see:
- how cable faults are localized,
- how power outages are rectified,
- and how measurement technicians are on duty sometimes day and night.
This is exactly where the idea came from: Why not make a song out of it?
The result: A humorous, Ballermann-inspired track about the cable measurement vehicle, everyday work, and measurement technician Dominik, combined with a video showing scenes from Dominik's work.
Why such content is extremely valuable from a marketing strategy perspective
What seems humorous at first glance actually fulfills several important marketing goals at the same time:
1. More visibility on social media
Entertaining content achieves significantly more reach than traditional corporate posts.
Especially on platforms like:
- TikTok
- Facebook Reels
- YouTube Shorts
emotional and unusual content works particularly well.
2. Strengthen the employer brand
Today's young skilled workers are not just looking for a job, but a company with personality.
Authentic content shows:
- real employees,
- real everyday work,
- real teams,
- real emotions.
This creates closeness and trust.
3. Create awareness for technical professions
Many people don't even know what modern energy technology encompasses today.
Creative formats make topics such as:
- cable measurement technology,
- power supply,
- grid security,
- medium voltage technology
more visible and tangible.
4. Reach beyond the industry
A song works differently than classic advertising: people share it, comment on it, and talk about it. This allows EnergieTechnik Becker to reach not only specialists but also new target groups outside of traditional energy technology.
Modern energy technology needs modern communication
The industry is changing, and so is communication.
While many companies continue to communicate exclusively in technical terms, EnergieTechnik Becker combines:
- technical expertise,
- innovation,
- social media,
- recruiting
- and entertainment.
The goal: to create a modern brand that remains visible.
Technology today can also show personality
The cable measurement vehicle song primarily shows one thing: even technical companies can stand out. Because especially in an industry with a shortage of skilled workers, increasing competition, and growing digitalization, visibility is becoming increasingly important.
With creative ideas, authentic employees, and innovative communication, EnergieTechnik Becker deliberately breaks new ground and shows what modern marketing in energy technology can look like today.
Listen to the Cable Measurement Vehicle Song now
The complete video for the cable measurement vehicle song is now available on EnergieTechnik Becker's social media channels or on YouTube: https://youtu.be/uMTqR2oaAks?si=QHwQs11I1E3p_nvs