At the BMW Group, it is normal to dare a change of perspective at certain intervals and to get to know new exciting topics.

Berni.

HR Marketing Young Talents.

This picture shows Berni who works at BMW.

GET TO KNOW BERNI.

I started at the BMW Group as an apprentice. Through my training, I was able to gain practical experience early on and get to know many different areas in the company – which is why I would also recommend an apprenticeship to anyone who is unsure after leaving school whether they would like to study or would rather go straight into a job.

My favourite station during the apprenticeship was Human Resources. And so, at the end of my apprenticeship, I also got the opportunity to get to know the HR department in Oxford, UK, for three months. There, I not only improved my English a bit, but also gained insights into my future working life – because it was already clear to me that I would be joining the HR Services department permanently after completing my training. 

For three years, I was able to fully concentrate on my entry into Human Resources until I decided to start a part-time degree programme. My manager at the time supported me and gave me additional time to study – and the BMW Group also gave me a financial allowance for my further education.

After graduating, I moved to HR Marketing and have since then been responsible for school pupil and university marketing. For me, there are hardly any more exciting areas within HR and I always find it challenging to find out which communication measures you can use to address specific target groups and get them excited about the company. I find the exchange with our programme participants and apprentices particularly exciting. Through my job, I get to know many people and gain insights into their everyday work. In doing so, I notice again and again that the diverse values and requirements of the generations present us with challenges in HR Marketing and in some respects require a rethink – because we no longer reach pupils and students through classic, already tried and tested measures. But I think that our team is well prepared for this and is definitely in tune with the times.

By the way, I had no experience in marketing before I joined the department – and yet the change worked out. At the BMW Group, it is normal to dare a change of perspective at certain intervals and to get to know new exciting topics. Of course, this also brings opportunities for the departments and provides new perspectives. The fact that I did the training myself and already knew the young target groups from my time in HR made it easier for me to get started.