Präsentation zum Wettbewerb der Nachwuchsinitiative #30u30 im Jahre 2014. Gruppe 10: "Work-travel balance? Sorted with @alltours" - von Akshata Rangajaran und Alina Pluskota.

1. Employer Branding for PR (tourism sector)
Akshata Rangarajan & Aina Pluskota
Work-travel balance? Sorted!
With @alltours.

2. 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

3. 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
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4. 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

5. 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

6. 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

7. 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
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8. 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
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9. 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
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10. 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
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11. Positioning/Message
Work-travel balance? Sorted!
With @alltours.
Employer Branding for alltours
11

12. 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
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13. 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
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14. Measures
Employer Branding for alltours
 Twitter
 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
 Facebook
 Selfmade videos by PR employees that show their every day work can be
reposted by the Alltours Facebook page.
 Instagram
 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
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15. 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
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16. 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 )
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17. 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

18. 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
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19. 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
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20. Employer Branding for alltours
We say…
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Attracting talent to the PR sector
is no Herculean task. If we can’t
sell our own story…well who
can?