IKEA - Apprentice Recruiting Campaign

A varied start to your career, an international company, great opportunities for advancement… plenty of companies offer that, or at least write it into their job ads.

What actually sets IKEA apart shows at its annual "Apprentice Day", held this year at IKEA Regensburg. On this day, "taking responsibility" is more than a phrase, it is truly lived. For one day, the store was run entirely by 130 apprentices, retail management trainees and dual students.

We documented the day and shot individual portraits with selected apprentices. Going beyond the event itself, this interview series explores the many apprenticeship paths at IKEA and shows, in an authentic and entertaining way, why an apprenticeship at IKEA is much more than just a job.

The resulting photos and videos are part of the apprentice recruiting campaign.

‍