Communications Service Businesses (Arvato, Bertelsmann Printing Group)
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Category: Prizes & Awards
A special campaign causes a sensation – and results in a special commendation: Arvato SCM Solutions has been awarded as "Best Employer Brand 2016" by the Employer Brand Managers Club Germany/Austria/Switzerland. The unusual recruiting campaign titled "Inclusive Working in the Customer Service Center in the Hanover Site" was honored with gold in the "HR Marketing" category during the award presentation on 1 June in Salzburg's famous Kavalierhaus.
Arvato SCM Solutions' first multi-channel HR advertising campaign of this kind in Germany was especially targeted at people with disabilities. The motif of the ad campaign searching for new employees as administrative assistants in the Customer Service E-Commerce unit presented the famous wheelchair model Marina Maurer. The ad's text reads: "It's great that Arvato SCM Solutions proactively and directly addresses future employees with disabilities." With her commitment and statement, Marina Maurer aims to motivate and encourage others to apply. According to Roland Droste, Director Human Resources and Head of Recruiting and Employer Branding at Arvato SCM Solutions, this campaign led to many positive comments on social media and then to numerous applications – by the way, even from people without disabilities.
"Of course, first place was a pleasant surprise for us; after all, we were competing against famous competitors, some of which had much higher budgets," said Roland Droste. The nominees and award winners include top companies from Germany, Austria and Switzerland such as Bayer AG, Vodafone, Canon, Swiss Fly, Accor Gruppe, AXA, Billa and DZ Bank. In the HR Marketing category, the campaign titled "Perfectly Timed Career" of the Wempe Juweliere und Uhrmacher Group, which already won several awards, landed in second place and the "Freeride Camp 2016" of the Caverion Group, an international market leader in the building and industrial services sector, made it to third place.
An expert jury had first compiled a shortlist of the best campaigns from 78 submissions in the categories "Internal Branding", "Employer Positioning" and "HR Marketing" and then selected the top three the morning of the awards presentation. In the afternoon they got the possibility to present their projects in ten-minute live presentations to the gathered plenum. The sum of the plenum's votes and expert vote resulted in the gold, silver and bronze awards.
Roland Droste: "The 'Best Employer Brand 2016' award for us means both responsibility and motivation to try courageous solutions and travel down unusual paths in human resources in the future. 'War for Talents' and 'Demographic Change' are not only catchwords for us but have long become realities in our day-to-day HR work. These trends can be sustainably counteracted only through innovative HR management."