Der 30u30-Wettbewerb. Rangajaran-Pluskota: alltours.

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?


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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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


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


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


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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


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Objectives


• 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


9

Employee Value Proposition


• 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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Positioning/Message

Work-travel balance? Sorted!

With @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


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.


13

Measures


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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Measures


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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Key performance indicators


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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Timeline


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€


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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


19


We say… 20

Attracting talent to the PR sector

is no Herculean task. If we can’t

sell our own story…well who

can?

Der 30u30-Wettbewerb. Rangajaran-Pluskota: alltours.

Marketing

Transcript of Der 30u30-Wettbewerb. Rangajaran-Pluskota: alltours.