The Österreichische Bundesbahnen (ÖBB) is Austria’s leading railway service provider and a major employer known for its diverse career opportunities. ÖBB actively seeks to attract and develop young talent through extensive training, apprenticeships, and mentorship programs. The company is recognized for its inclusive work culture, competitive compensation, and strong work-life balance, underscoring its commitment to fostering innovation and ensuring a skilled workforce for the future.
ÖBB, Austria’s leading railway service provider, faced a common recruitment challenge: attracting promising apprentices, trainees, and junior staff. Traditional job advertising and job fairs were proving ineffective, failing to engage the younger, digitally native generation. With declining application numbers, ÖBB recognized the urgent need for a modern approach to employer branding. The goal was to reposition ÖBB as an attractive employer by effectively capturing the attention of young talent and showcasing the opportunities and benefits of joining the company.
Recognizing the evolving recruitment landscape and the preferences of younger generations, ÖBB embraced a modern, engaging employer branding strategy. Partnering with Brame, they developed an interactive Personality Quiz tailored to attract and resonate with today’s youth. Based on participants ‘ answers, the quiz offered insights into potential career fits within ÖBB, transforming the job search into a fun and engaging experience.
Extensively promoted on social media, the quiz captured significant attention and curiosity from the target demographic. By making the job search enjoyable and insightful, ÖBB bridged the gap with potential recruits. Participants were informed about suitable roles and provided a direct link to apply for open positions.
ÖBB’s innovative gamified recruitment campaign achieved remarkable success. With 72% of visitors completing the game and 80% of those engaged spending an average of 86 seconds interacting with the content, the campaign deeply resonated with participants. This high level of engagement underscores the campaign’s effectiveness and strong connection with the target demographic.
The initiative’s success was recognized with the prestigious German Online Communication Award, celebrating ÖBB’s forward-thinking approach to online recruitment. This accolade validated their strategic innovation and positioned ÖBB as a leader in modern recruitment practices, demonstrating the powerful impact of Gamification Marketing in appealing to younger generations.
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