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MEINUNG! Sylke Sergel, Head of Corporate Human Resources bei EOS: „Neue Wege, um die richtigen Talente anzusprechen!“

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Sylke Sergel, Head of Corporate Human Resources at EOS, tells us why Company In digitalization, we have to break new ground, especially in order to attract IT talent and how to generate 45.000 views on a recruiting video.

Sylke Sergel, born 1974 in Oberhausen, studied business administration and started her career in human resources. She worked in the construction industry and then in the automotive sector where she worked in all HR-Areas was operationally and strategically active. Since May 2016 she has been Head of Corporate Human Resources at EOS, a financial services provider belonging to the Otto Group.

Mrs. Sergel, please describe briefly what EOS is and is doing as a company.

The EOS Group is one of the leading international providers of individual financial services and is part of the Otto Group. The emphasis is on receivables management. Three core business areas are: Treuhandinkasso, Claim Purchase and Business Process Outsourcing.

With just under 8.000 employees, EOS offers its approximately 20.000m customers in over 25 countries around the world with more than 60 subsidiaries tailor-made services in the B2C and B2B range. At the same time, the combination of heart and mind always serves as a basis for our work.

Sie haben mit dem „Virtual Beginner“-Video gerade eine neue Recruiting-Kampagne gestartet: Was beinhaltet diese, über welchen Zeitraum läuft die Kampagne und was ist das Ziel?

The virtual beginner video was a first step and a first answer to the changed market conditions. We all know that nowadays as a company we are not necessarily spoiled for choice among top candidates, but rather we are really looking for the best in the industry apply have to. And a flyer that you hand out at trade fairs from time to time is not enough. Differentiation plays a key role in making yourself stand out.

With the interactive format in recruitment, we are breaking new ground in times of digitization in order to address the right talents. Above all, we want one thing: to be transparent and approachable. With this video we are taking a step in the right direction. It's about creating a desire for EOS and providing insights that applicants or interested parties would otherwise not be able to easily get. We have not set a campaign period for ourselves, rather it is a starting point.

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In which areas are you specifically looking for employees? And are there areas where it is particularly difficult to find suitable employees?

Like many large companies, in addition to our core business of debt collection, we are primarily looking for specialists in IT and analysis as well as in corporate functions.

Da stehen wir natürlich nicht nur im Branchenwettbewerb, sondern vor allem im lokalen Wettbewerb an unseren jeweiligen Standorten. Besonders IT-Experten sind aktuell sehr gefragt, was natürlich auch für uns herausfordernd ist. Mit kreativen Wegen wie dem „Virtual Beginner“ Video gehen wir diese Herausforderung an.

What kind of applicants do you want to address specifically with your video? And what exactly do you want to achieve with the video?

As a company that has written itself on the flags of digital leadership and is currently undergoing a cultural change, we are primarily looking for employees who are highly motivated, enthusiastic about their topics and who want to get things on the road. With the video we want to show how we work together - because that is what interests potential new employees most. The interaction is familiar and personable in many ways.

It starts with such simple things, that there is a strong networking culture and that the employees like to support each other - above all interdisciplinary and beyond the boundaries of the field. This openness is an integral part of our corporate culture. Our challenge is to transport precisely those positive facets that can be experienced within EOS to the outside world and to inspire potential employees for us. We want to achieve this with this playful insight into a possible first working day at EOS.

There are several people in your video. Do employees otherwise act as brand ambassadors for your employer brand - keyword employees as testimonials?

Definitive. For us, it's not about using stock photos or models to recreate a world that the potential employee will not find at EOS at all. Above all, for the sake of transparency and authenticity, we rely on our own employees, as in our campaign.

For us, employees are the best brand ambassadors. Anyone who stands behind EOS, our culture and our values ​​can really get this across. I only recommend products that I have put through their paces beforehand.

What is the time and cost of such an interactive recruiting video?

It took us a good 9 months from start to launch. It's not without it, from the selection of employees and premises to the viral strategy - definitely not an easy undertaking. Still we have with great Motivation of all contributors achieved a great result. Much more important to us than the budget is that all employees showed such great commitment and were also there in their free time.

With the video you deliberately focus on gamification as a trend and let the applicants interactively answer questions, also to test the fit to the company. Now there are already sophisticated psychological tests, so-called self-assessments, which query exactly this. Why have you limited yourself to only three questions?

Bei unserem Video geht es vor allem um einen ersten Eindruck und eine ansprechende Candidate Experience. Natürlich hätten wir hier noch auf viele weitere Fragen aufbauen und diese im Verlauf des Videos „abtesten“ können. Im ersten Schritt haben wir uns jedoch auf drei beschränkt, um den Bewerber einen kurzen und knackigen Einblick zu geben.

In addition, attention is a highly competitive asset in the web. If the user sees that the video takes 20 minutes, the bounce rates are enormous. But we have more exciting projects in the pipeline, and perhaps we will add further variants to the video or add matching tools in the future. There is no standstill at EOS.

What feedback did you receive about the video / campaign? Have you already received (increased) demand from applicants?

So far we have received consistently positive feedback. That was within the company Feedback also very affirmative. Many employees recognize their colleagues, see that we at EOS are breaking new ground and are happy that they can experience such innovative projects.

Also externally it finds good approval. So far, almost 80% of our applicants have played through the video in advance of an interview and gave us great feedback. We've got 45.000 views on youtube without having a big media budget behind them - we're proud of that.

Could you imagine using future technologies, such as Virtual Reality, to make the first working day more attractive for applicants?

Sure, we always keep an eye out for the latest trends and technologies. Will our next project include virtual reality? I don't want to reveal that yet.

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4 Antworten zu “MEINUNG! Sylke Sergel, Head of Corporate Human Resources bei EOS: „Neue Wege, um die richtigen Talente anzusprechen!“”

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