The Österreichische Bundesbahnen (ÖBB) isn’t just Austria’s premier railway service provider but also stands as a significant employer within the country. Recognizing younger generations’ dynamic potential and innovative ideas, ÖBB has consistently endeavored to attract and nurture youthful talent.
As an employer, the company is renowned for offering a wide spectrum of career opportunities, from technical roles in rail maintenance and operations to administrative and customer-facing positions. Its commitment to workforce development is evident in its extensive training programs, apprenticeships, and mentorship initiatives explicitly tailored for younger employees.
ÖBB’s reputation as an employer is further solidified by its inclusive work culture, competitive compensation packages, and a strong emphasis on work-life balance. By investing in the youth today, ÖBB is not only ensuring a skilled workforce for the future but also reiterating its commitment to driving innovation and progress within the rail industry.
ÖBB, Austria’s leading railway service provider, found itself faced with the current recruitment challenge that many companies face today: The difficulty of attracting promising apprentices, trainees, and junior staff.
The traditional job advertising and job fair approach was becoming outdated. Not only was this strategy delivering diminishing returns, but it was also evident that ÖBB was missing its mark in engaging its desired target demographic.
The younger generation, characterized by their digital nativity and shifting priorities, seemed unavailable to the company’s traditional outreach methods. As application numbers declined, ÖBB recognized the pressing need for a fresh, modern approach to employer branding. They sought an innovative strategy that would not only attract the younger audience’s attention but genuinely engage them and vividly showcase ÖBB as an attractive employer and an exciting workplace.
The goal was clear: Reposition ÖBB in the eyes of the youth and effectively communicate the opportunities and benefits of joining the ÖBB family.
Recognizing the shift in the recruitment landscape and the preferences of younger generations, ÖBB opted for a modern and engaging employer branding strategy. They tapped into the power of gamification, partnering with Brame to develop an interactive personality quiz tailored to their recruitment efforts. This wasn’t just any quiz; it was carefully designed to resonate with today’s youth, offering them insights into their potential fit within ÖBB’s diverse career opportunities depending on the answers they chose in the personality quiz.
Promoted extensively on social media platforms – the digital hangouts of their target demographic – the quiz attracted considerable attention and piqued curiosity.
By turning the often-daunting job search into a fun and insightful game, ÖBB bridged the communication gap with potential young recruits. Players were not only informed of the roles they might excel in but also provided with a direct link to the webpage where more information was available, and they could apply directly to open roles.
This creative approach did more than just simplify the application process; it redefined ÖBB’s employer branding strategy. By showcasing the array of job opportunities available and aligning them with the interests and skills of the youth, ÖBB presented itself not just as an employer but as a place where young talents can find their niche and flourish.
ÖBB’s innovative approach to recruiting the youth bore impressive results. The gamified recruitment campaign captivated its audience, with 80% of visitors playing the game through to completion. These visitors were not merely passive players; they were genuinely engaged, dedicating an average of 100 seconds to exploring and interacting with the game. Such high engagement levels speak volumes about the effectiveness of the campaign and its resonance with the target demographic.
The success of this initiative didn’t go unnoticed. ÖBB was honored with the prestigious German Online Communication Award for its innovative approach to online communication and recruitment. This award not only affirmed their strategic direction but also positioned them as pioneers in modern recruitment, showcasing the potential of gamification in reaching and resonating with younger generations.
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