Situation:
By 2006, the field of work of the internationally active Otto Group already ranged from multi-channel retail to e-commerce. The origin of the group of companies is the Hamburger Otto GmbH & Co. KG. To increase appeal for Right Potentials for the company, and to strengthen the already high identification of the employees, the company developed its employer brand in 2006.Task:
Knowing what employees of the Otto group experience, accomplish and achieve is one thing. Purposefully transferring this knowledge to the target audience without detours is another. Therefore it is important to the company to have a clear understanding on who they are, what distinguishes them and what makes them an attractive employer. Additionally, the company was still viewed as a catalogue seller, and not as an international e-commerce group.Solution:
The results from the primary and secondary analyses (more than 3,000 people) lead to the employer positioning: “The Otto group acts responsibly. The Otto group acts passionately. That is what makes the Otto group an innovative leader. And everyone that wants to change something alongside us.” From that, the employer slogan and the respective campaign “Make a career. Set an example.” were developed. During the campaign re-launch in 2010, the claim and testimonial approach were kept. The orientation of the new campaign put even more focus on the e-commerce of the company as employer positioning.
By 2006, the field of work of the internationally active Otto Group already ranged from multi-channel retail to e-commerce. The origin of the group of companies is the Hamburger Otto GmbH & Co. KG. To increase appeal for Right Potentials for the company, and to strengthen the already high identification of the employees, the company developed its employer brand in 2006.Task:
Knowing what employees of the Otto group experience, accomplish and achieve is one thing. Purposefully transferring this knowledge to the target audience without detours is another. Therefore it is important to the company to have a clear understanding on who they are, what distinguishes them and what makes them an attractive employer. Additionally, the company was still viewed as a catalogue seller, and not as an international e-commerce group.Solution:
The results from the primary and secondary analyses (more than 3,000 people) lead to the employer positioning: “The Otto group acts responsibly. The Otto group acts passionately. That is what makes the Otto group an innovative leader. And everyone that wants to change something alongside us.” From that, the employer slogan and the respective campaign “Make a career. Set an example.” were developed. During the campaign re-launch in 2010, the claim and testimonial approach were kept. The orientation of the new campaign put even more focus on the e-commerce of the company as employer positioning.
