300 Mitarbeiter gesucht – OTTO startet neue Arbeitgeberkampagne

In financial year 2015 alone OTTO is looking to make around 300 new hires, especially in the areas of IT, E-Commerce and Online Marketing divisions. The retailer now generates over 85 per cent of its revenue online, and is therefore looking for specialists for its online shop.

“Our presentation is deliberately quite different from what most people would expect of OTTO, and we’re communicating our skills in e-commerce and IT very self-confidently”, says Katy Roewer, Member of the Management Board Service at OTTO. “With ROT4, we are showing potential applicants what they can expect – teams and colleagues who together are actively shaping and driving e-commerce.”

‘ROT4’, the name of the print and online campaign, is deliberately different from conventional personnel recruitment measures. Since the first of July it has been making an advertising splash with attention-grabbing photos of employees in shades of black and red, with surprising headlines such as: “Generate more traffic than the New York City rush hour” and “We’re looking for IT-girls. IT-guys too.” There is deliberately no clue as to the originator, to generate initial attention. Only in the second flight do the ads and banners solve the question of origin: OTTO ‘outs’ itself and links to the campaign landing page: rot4.de.

The OTTO employer page was also relaunched completely, with a new look and expanded features, including:

• Benutzerfreundlichere Navigation
• more user-friendly navigation
• jobs can be marked as favourite (wishlist feature)
• employer rating through Kununu for authentic insights into the company
• social hub for OTTO Jobs social-media activities
• mobile site with more contents
• mobile application possible via applicant’s XING profile
• infographic shows current status of online application (as with parcel tracking)
• recruiter with photo, name, e-mail address, telephone number and XING profile
• more direct contact partners for applicants, therefore greater proximity to Recruitment.

With the new campaign and employer site, OTTO also aims to state its ambition unambiguously: “We’re looking for highly skilled experts who can help us to accelerate digitalisation at OTTO further. So we are showing real employees on the new site, and the recruiters are presented as contacts with photos and telephone numbers. We are reachable on all channels and want to make it as easy as possible for applicants”, says Sabine Josch, Vice President OTTO HR, who planned the new Internet presence and campaign with her team. “ROT4 also shows that OTTO takes a 360-degree approach to communication, and is honest and authentic.”The concept of the new employer brand and the implementation of the ROT4 campaign come from the HEIMAT agency in Berlin. The campaign’s media planning is run by the Pilot agency in Hamburg.

The previous Careers site at OTTO had already been placed first among the 100 best-known German companies in ‘HR Benchmark 2015’, an independent survey by netfed. With ROT4, the company intends to do even better for the 20th anniversary of otto.de, and to re-emphasize its claim of “designing tomorrow’s e-commerce, today”.