New year, new brand message: “We’re all about Techtimonials”
OTTO presents its new-look, new-feel company branding and careers website, with contributions from real colleagues who work in its tech teams.
Hi Nicole! The new HR marketing campaign is launching with a new look and a new employer pledge – why is that?
NICOLE HEINRICH: At OTTO, we are in the process of transforming from an online retailer to a platform. It’s a real game-changer for everyone, including for us in HR Marketing. Today we see ourselves as a company where technological progress can be felt and at the same time, the focus is on people – we are a “people company” that’s “driven by technology”. This is reflected in our new company branding and therefore also in our new HR marketing campaign.
The people you feature in your new campaign give what you call "techtimonials”. What’s that all about?
It’s a great new term, isn’t it? We feature real colleagues from our various technology teams, which is where we have a particularly high need for new recruits. As part of the campaign, the colleagues give authentic testimonials – or rather “techtimonials” – so that the reader can easily identify with them. This helps to create a sense of closeness and allows us to put the focus on what sets OTTO apart: the people.
Tech experts are increasingly being courted by businesses. How well has OTTO been able to keep pace so far with its HR marketing?
Very well, actually. Through targeted online marketing, varied content and our offer to facilitate a personal exchange with our subject specialists, we have been successful at recruiting highly qualified personnel. Once we’ve grabbed their attention, we convince them above all with our company values. We are conscious of the fact that it is precisely these values that differentiate us from the competition.
Which departments have an especially high need for new colleagues?
We are looking to recruit for our IT and E-Commerce teams in particular. We want experts and talented individuals who are energetic and enthusiastic about their work and who want to grow with us. It’s worth mentioning that we are also explicitly addressing female school students and female specialists in our new campaign. We want to show women that they, too, can have attractive, long-term jobs in tech. Female school students in particular are still often very reluctant when it comes to tech, and we want to change that.
How much is the company branding changing?
Our new company branding emphasises how colourful, diverse and relatable we are, and brings to life our employer pledge to be “A people company. Driven by technology.” For me, this pledge is also a clear expression of our company culture and the values that are important to us as a business, and by extension as an employer.
What’s changing on the careers site?
Our careers site is the most important touchpoint in the “candidate journey”, i.e. the process that applicants and others who are interested in working with us go through, from the first exchange right through to signing the employment contract. We want to make people really eager to become part of the OTTO team. That’s why, just in time for the new year, we updated our careers site to match the fresh look of our new campaign. It’s important for us that the user experience on the site is excellent: for that reason, one thing we’ve done is to make the online application process even clearer. It’s quick and easy for candidates to click through, and it offers a convenient way for them to fill out their application thoroughly, without needing to rush. And we’ve not had a single cover letter since 2016!
