In times of low recruitment demand, targeted events can have positive effects on the employer brand. They provide an opportunity to build stories of what it’s like to work at MAN that can be used in future employer brand and EVP communications. With this in mind, we developed a storytelling concept (see figure 1) for an important MAN event, the 'Formula Student Germany'. The media plan, which focused on three social media channels (Facebook, Instagram and YouTube), was based on a modular principle matched to pre-event, live and post-event communication. Besides using game-typical elements in communication (see figure 2) and the creation of a suitable logo, content was developed in a range of formats and variety in order to maintain a high level of interest amongst the target audience.