The job ambassador program at Otto focuses on employer branding and is primarily used to recruit new skilled workers - an HR issue. How closely is the program linked to corporate communications?
Our ambassadors work closely with HR marketing and recruiting because our main goal with the program is to fill our vacancies with suitable talent more quickly. As corporate communications, we support our colleagues with storytelling, for example, are available to answer specific questions or provide speaker training.
What does PR have to do to make such a program a success?
Through personal contacts and workshops, we take away the job ambassadors' fear of doing something wrong. We encourage them to share their passion with others and to talk authentically about their tasks, but we don't force anything on them. Everything is voluntary: everyone can, no one has to.
But the whole thing can only work if the colleagues are happy with their job. And that is the best thing the job ambassadors can do from a PR perspective. We don't want to make them press spokespeople, we just want them to talk about what it's like to work for us. This creates a sense of closeness, and interested people have fewer inhibitions about getting in touch with us as a company because they can see and talk to the people who work there.
However, corporate communications must learn to let go. The sooner we realise that we no longer have sole control over communications, the sooner we can become supporters. We still tell the company messages, but our job ambassadors bring them to life.
The job ambassadors perform this role alongside their actual work. How much effort does the individual have to invest? Is the activity as a job ambassador - including on social networks - part of regular working hours?
The above-average interest shown by colleagues has shown bitcoin data that they are happy to share their experiences and passion. This is the basis for the program. That is why the training takes place during working hours and their activities as job ambassadors are also part of it - including social media.
Are there any restrictions on how much time someone can invest?
The original tasks always take priority, so everyone can decide for themselves how much time they invest in them.
In my experience, if you want to recruit employees as corporate influencers, you often initially encounter concerns among many of those involved. Typical questions relate primarily to social networks: "What if I make a mistake that is visible to the public?" "How will my visibility on social media affect my professional life?" "How do I combine my previously mainly private activities on Facebook, for example, with my new role?" "What if I get caught up in a shitstorm?" - Have you encountered such concerns?
Of course, we have thought about that too. But our experience has shown that people who are happy and identify with their company are automatically more secure. We also support and train our colleagues to take away their fear of making mistakes.
And if it goes wrong again, then so be it. It could just as easily suit someone who isn't a job ambassador.