ABOUT

Spotting that the best mechanics reveal themselves by solving real problems online, we launched Secret Assessment—transforming Reddit into BMW Group’s undercover recruitment ground. Tasked with finding top-tier talent in a crowded market, we posted challenging car issues on the world’s largest online garage, letting hidden experts prove themselves where they shine. Surprise job offers and custom rewards followed, generating major PR and sparking engagement across hundreds of campaign assets. As part of our multi-year “Take a Key Role” initiative, Secret Assessment proves the best way to recruit is to meet talent where they already are—even if that’s undercover.