Celebs as testimonials - what in the Advertising works well, should now help in personnel marketing to inspire schoolchildren for vocational training. The AOK has just started its own campaign entitled “Aufsteiger”. An overview.

{Event} AOK starts employer branding campaign Newcomers: Celebrities as testimonials?

Headache sexy

Many people want to do “what with the media” these days, radio and TV presenters and fashion bloggers sound sexy. Vocational training as an office clerk is a bit conservative. So the AOK turned the game around: she wants to go with her SALE AOK climbers show what a good, stable basis dual vocational training offers so that they can still get their dream job later on. This sounds like the original Objective like this:

“With the nationwide AOK-Aufsteiger campaign, the AOK supports you in going your own way and yours Vocational Training as a starting point for a successful professional life. Just like Janina and Timo. Important in this phase: a partner who supports you in stressful times in order to be able to master all challenges mentally and in terms of health. Just like the AOK.”

Prominent testimonials

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As testimonials, the AOK radio and TV host Timo Killer (26) and fashion blogger Janina Pfau (27) took part in the boat.

Fashion Blogger Janina Pfau

Janina Pfau has been running her own fashion blog LOVEundURBAN since 2014. She was already interested in fashion as a teenager and therefore trained as a retail saleswoman in the textiles sector in Göttingen after school. She then decided to make another one Study joined, moved to Hamburg and completed her Bachelor of Arts in media and information science there in spring 2015.

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Moderator Timo Keller

Timo Keller also made his way into the media industry at an early stage: at the age of ten, he applied to the radio. After school, he began training as a media designer. He gained additional experience in the media sector in the BRAVO editorial team, until he finally realized his dream of working on the radio. After several internships at Bavarian Radio, Antenne Bayern and Energy 93,3, he is currently hosting the 14 Drive Time broadcast every day -18 watch at gong.fm Regensburg. He is also regularly heard at YOU FM from Hessischer Rundfunk. In November 2013, Timo Killer has dared to step into the television and has been moderating the two ZIPP! and LOOP! on RTL.

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What does vocational training bring?

Janina Pfau and Timo Keller talk about theirs in videos posted on YouTube decision for vocational training, about the advantages and disadvantages of training and of course also report what the training has brought them for their current professional activity.

What is remarkable about this campaign is that it is not, as is usual in many personnel marketing campaigns, Employees of the AOK, but hip media personalities who should be known to the target group and reach them directly in this way.

The goal of the campaign

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It is also remarkable that the AOK campaign focuses on the topic of mosaic careers: The motto is: “The perfect start. Your education." No longer the goal of a career with you Companys is the focus here, but the important aspect of lifelong learning, according to the motto: First, lay a good foundation, then later you can do everything you want.

On the AOK campaign page, readers learn a lot about Janina Pfau and Timo Keller - the fact that there is only a small reference to the careers page and thus to the AOK's training offerings on the left edge of the page could be one or two personnel marketing -Professional a little irritated. In fact, according to feedback from the AOK, the aim of the newcomer campaign is not to advertise its own training offering. The AOK wants to give young people advice in a modern way Choice the right training and the search for the right training place. laudable.


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