der 30u30-wettbewerb. rangajaran-pluskota: alltours
Post on 30-May-2015
1.312 Views
Preview:
DESCRIPTION
TRANSCRIPT
Employer Branding for PR (tourism sector)
Akshata Rangarajan & Aina Pluskota
Work-travel balance? Sorted!
With @alltours.
The Task
Employer Branding for alltours
Develop an employer branding campaign
that inspires young professionals to work
in the PR sector for tourism (alltours)!
Plan a campaign to help
alltours win the "War for
talent“!
2
Why alltours?
Employer Branding for alltours
alltours Biggest german travel operator
with single ownership
Well-known in North-Rhine-Westphalia
Job security and development opportunities
Work-life-balance
Still a small company (490)
employees
Good chances for professional
growth
A well established
history
3
SWOT-Analysis Strengths
Tourism is an exciting field
It holds the interests of the target group (travelling, exploring the world &
getting to know cultures)
Working where others holiday, and combining work and leisure
Flexible working hours and mobile office
Development opportunities, participation and own projects
Flat hierarchies
Work-life balance
Interact with people from a wide variety of backgrounds
Employer Branding for alltours
4
SWOT-Analysis Weakness
Low remuneration compared to other sectors (especially for job starters)
Promotion prospects are limited
Homesickness, barely at home
Not a 9-to-5-job
Hardly compatible with family planning
Requires more than 50% willingness to travel
Employer Branding for alltours
5
SWOT-Analysis Opportunities
Work-life-balance, exciting tasks and a comfortable working atmosphere
take precedence for Gen Y over monetary gains
Job starters usually don‘t want to settle right away, rather want to explore
the world before they get settled
Family planning nowadays starts later
Less agencies do tourism PR, so companys need to expand their own PR
teams
PR is a learning experience, not just professionally but also personally
Employer Branding for alltours
6
SWOT-Analysis Threats
Tourism does not have the best reputation as an employer
Comparatively low payment in the whole PR sector, especially for job
starters
Other sectors are in great demand and offer more respected careers
Employer Branding for alltours
7
Objectives
Employer Branding for alltours
• Creating awareness for PR jobs at alltours among young professionals and students in the first three months of the campaign (via Social Media Interaction)
Short-term
• Receiving around 50 applications for PR Traineeships and PR Junior Roles in the first twelve months of the campaign
Middle-term
• Improving the image as an attractive employer for PR jobs among young professionals, students and employees in the first two years of the campaign
• Boosting employee moral and motivation
Long-term
8
Target groups
Main target group
Young professionals and students in the age group 20 to 30 years from the
fields of communication, PR and similar branches
Intermediary target group
Motivated empoylees, who are very active on social networking channels and
are well connected
The whole (alltours) team
Universities, othe educational institutions
Bloggers, who write about PR, HR and similiar subjects
Employer Branding for alltours
9
Employee Value Proposition
Employer Branding for alltours
• You don't just help people with their holidays and experiences, you live each and every one of them.
Be the adventure
• Your voice and opinion is going to influence the thinking and decisions of so many people out there. Travel always brings changes in a person's life, whether it's a long planned trip or a spontaneous one, and you have the opportunity to make that change
Be heard
• You will be meeting photographers from South America one day and an adventure traveller from the Himalayan foothills the other. You now have an acquaintance is almost every part of the world.
Be a world citizen
10
Positioning/Message
Work-travel balance? Sorted!
With @alltours.
Employer Branding for alltours
11
Strategy
Multiplier strategy
Motivated employees are appointed to join the intern „alltours-network“ and act
as amabassadors in public (encourage recommendation)
No active press communication from alltours about the campaign in order to be
authentic (Let employees talk!)
Focusing on Social Media Measures to establish a viral effect
Employer Branding for alltours
12
Measures
Kick-Off-Event
Internal Workshop to discover how the company is perceived by employees
Forming the “Alltours Network” with motivated employees
Follow-up meetings with the „Alltours-Network“
Vlogs
PR employees show their every day work in selfmade videos using a GoPro
(authentic presentation of the atmosphere at work)
Employees spread their videos in their own social networks using the three EVPs
as a tag.
Blogs
A "On the job Records" section where current PR trainees and professionals will
blog about their experiences in working at exciting locations as well as with
meeting some of the coolest photographers and travellers.
Employer Branding for alltours
13
Measures
Employer Branding for alltours
Stories by PR employees in 140 characters by using the 3 EVPs as hashtags. e.g.
Just had an amazing photoshoot with award winning photographer
@AndyRouse at the Ranthambore national park! #betheadventure
Selfmade videos by PR employees that show their every day work can be
reposted by the Alltours Facebook page.
PR employees post exciting pictures of their shoots, interviews using the three
EVP as a tag.
Website-Relaunch
Special focus on the carrer site
Adaption of the look & feel to the new campaign
14
Measures
Employer Branding for alltours
Traineeship Competition
Attract participants to work with the PR department at alltours
Firstly, attract the university students by partnering with their Universities
and giving them a quirky task related to travel and PR
Next, a successful string of candidates move on to the next round where
they are invited to the alltours office and must create an Instagram story,
selling the alltours office as a tourist destination
The final selected candidates thus “Win” a traineeship with the PR
department of alltours and begin their “journey” into the exciting world of
PR
15
Key performance indicators
Employer Branding for alltours
Number of applicants and hired applicants
Number of contacts via phone, mail and e-mail
Traffic on website and blog
Video views
Popularity and reach (follower, fans, likes)
Engagement (comments, retweets, menstions, shares )
16
Timeline
Employer Branding for alltours
Internal kick-off-
event / Building
the „alltours-
Network“
Viral sharing of
videos in the
social network
by employees
Video
production by
employees
Go-Live
Website
Relaunch
Website
relaunch with
special focus on
the career site
Blogs „On the job
records“ /
Stories on Twitter /
Pictures on Instagram
Trainee competition/
Evaluating KPIs
2015 January March May November 2016
177
Budgetplan
Website Relaunch 15.000€
Blog Microsite 7.000€
Video Production (GoPros for employees) 5.000€
Kick-Off-Event for Employees: 5.000€
Evaluation 5.000€
Setting up Social Media Accounts 4.000€
Social Media Monitoring 2.500 €
Total 43.5000€
Employer Branding for alltours
18
Evaluation of KPIs
Evaluate HR indicators (applicants, contacts, job interviews)
Attitude surveys with employees to check the motivation and employee
moral
Social Media Monitoring and reporting to check all Social Media Inidcators
Evaluate website statistics to check traffic
Media responses to check the reach and popularity of the camapign
outside social media
Employer Branding for alltours
19
Employer Branding for alltours
We say… 20
Attracting talent to the PR sector
is no Herculean task. If we can’t
sell our own story…well who
can?
top related