OPINION! Gaby Neujahr, responsible for the social media area at OTTO: "Become an attractive employer with the courage to self-irony!"

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”.

Ms. Neujahr, OTTO is promoting the new career portal with a video series. In one, two men run like crazy through the house, the latest clip farts and belches. In the very first video in your series, an applicant had to go through a freefall interview and was then eaten by a dinosaur in the end. Do you think this will appeal to applicants?

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.

Is there anything behind these videos, or was it just about being as hip and original as possible to cause a stir?

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.

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And who created the videos?

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.

Keyword “typical working environment”: What is the relationship of the videos to everyday business at OTTO?

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 Companys 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.

How did you motivate your employees to play in these videos - probably outside normal working hours?

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.

Would not every business claim that the employees identify with the company? Why should that be the case at OTTO?

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 .

Why do you think that Otto needs such a campaign at all - do not you have enough applicants?

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.

Do not keep your job offers interesting enough without such a campaign?

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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