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By Simone Janson (More) • Last updated on October 08.02.2010, XNUMX • First published on 08.02.2010/XNUMX/XNUMX • So far 6376 readers, 1158 social media shares Likes & Reviews (5 / 5) • Read & write comments
The career portal has existed since January 1, 2010, which covers all social media channels (Twitter, facebook, YouTube, etc.) from OTTO as a new central contact point for Career/Job/Application at OTTO! Unusual videos should now make the site better known. A Conversation using the Sinn of the campaign.
Gaby Neujahr is currently responsible for developing the social media area at OTTO. She has been in charge of the internal department since the end of 2006 Communication by OTTO. Before that she was a freelance journalist and from 2001 to 2005 she set up a media program for the Konrad Adenauer Foundation in southern Africa. After completing his studies in social work, New Year first worked in the public sector and studied international politics and philosophy at the same time. In 1990, New Year took over the management of the “International” department at the specialist magazine “wundv” and about three years later switched to the foreign department of the news magazine “Focus”. From 2000 to 2001 she reported from Brussels as the EU correspondent for the women's magazine “Vivian”.
Candidate of course they are not eaten by a dinosaur at OTTO! This is an exaggerated, self-deprecating depiction of what is actually a very typical workplace situation - for example a job interview or a ride in an elevator - in this case a slightly different kind.
Of course there is a statement behind it - for example the Dino video: According to the nature of a viral, the Dino should deliberately break with the convention by literally “headhunting”. OTTO hopes to be able to stimulate conversation about the spot through surprising moments like this. As the reactions show, this also seems to have been successful.
The spots are commissioned by the departments of economic policy and communication as well as OTTO's human resources marketing. The Implementation was carried out by Maloma Film und Medien Productions GmbH.
Overall, around 80 percent of all actors in the videos are OTTO employees andEmployees. Because the employees are the most important asset and the defining core of OTTO; they do that Companies what it is and are therefore the focus of the video series. In the spot “Flying job interview” plays, for example, Michael Picard, Director OTTO Human Resources Recruiterinterviewing an applicant during a wingsuit jump.
It was not necessary to motivate employees to participate. They all identify with the company and visibly enjoyed the opportunity to help shape OTTO's outdoor perception through the spots. With enthusiasm and curiosity they acted in front of the camera - most of them for the first time ever.
In the spots of the series “OTTO – different than you think”, OTTO presents itself as an open and transparent family company Courage to self-mockery and the ability to laugh at yourself from time to time. In this way, OTTO extends the opportunity to those interested in the company and applicants Hand and invites them to dialogue eye level .
The competition for suitable employees is growing noticeably. In this competitive situation, it is increasingly important for companies to present themselves as attractive employers. With this campaign OTTO also emphasizes its focus on innovative and modern communication channels.
With these spots we emphasize OTTO's reputation as an inspiring and future-oriented company and strengthen the position of the multichannel retailer as an attractive employer. OTTO also attaches great importance to addressing the addressee. OTTO would like to reach the core target group of 18 to 35 year olds (schoolchildren, students, graduates, young professionals, professionals), who are increasingly involved in social media, precisely there - for example with its own Facebook-Fanpage, various Twitter accounts and the fashion blog “Two for Fashion”. With virals, the company uses another instrument to actively enter into dialogue with its core target group.
Your campaign has already been heavily discussed among HR professionals - for example on Blogaboutjob. How do you react to the criticism?
With the campaign, OTTO has chosen a new, unusual and innovative way to advertise itself as a company I aufmerksam close. OTTO shows the courage to be self-mockery, ie the company is making fun of itself. This naturally evokes a wide variety of reactions in the social media community. OTTO observes the discussions on the internet very closely. Criticism is of course registered and flows into the social mediaStrategy with a.
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Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
[...] case is led, at the end of which the applicant is eaten by a dinosaur. An interview about this campaign is available here in [...]
RT @otto_jobs: Reading tip: Critical Interview m. @Anarchist, SocialMediaResponsible b. #OTTO # recruiting campaign:
RT @otto_jobs: Lesetipp: Critical Interview m. @Anarchist, SocialMediaAcclaimable b. #OTTO z.aktuelle # Recruiting campaign:
otto_jobs Critical Interview m. @Anarchist, SocialMediaAcclaimable b. #OTTO z.aktuelle # Recruiting campaign:
Lesetipp: Critical Interview m. @Anarchist, SocialMediaAcclaimable b. #OTTO z.aktuelle # Recruiting campaign:
Interview to the Otto Group Viral Spots and the Career Page ottogroup-karriere.com #softgarden #lab
Thanks to @Fernstudientag @Zukx @ Almameise @orangesn for the RTs to the interview with @anarchistin and other articles!
[…] This entry was posted on Twitter by Manuel Koelman, Alma Mater, Sören Nilsson, Simone Janson, Dr. Ch. Gierke and others mentioned. Dr. Ch. Gierke said: RT @talential Interview with @anarchistin responsible. for OTTO's social media, including the new career website <Reading tip! [...]
RT @talential Interview with @anarchist responsible for OTTO's social media, including the new career website <Reading tip!
RT @talential Interview with @anarchistin responsible for Social Media of OTTO among other things on the new career website
Interesting interview with @anarchistin responsible for social media of OTTO among other things on the new career website
RT @SimoneJanson: Critical Interview m. @Anarchist GabyNeujahr, SocialMediaAcclaimed b. #OTTO z.aktuelle # Recruiting campaign: #fb
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