AOK Launches Employer Branding Campaign Promoters: Celebrities as Testimonials?


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Celebrities as testimonials - what works well in advertising, should now help in personnel marketing to inspire students for a vocational training. The AOK has just launched its own campaign titled "Rising Star". An overview.


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Headache sexy

Overview

Many want to do "what with media" today, radio and TV presenter and fashion blogger sound sexy. A vocational training to become an office clerk rather a little bit staid. So the AOK turned around the Spis: With the action AOK-Aufsteiger it wants to show what a good, stable basis a dual vocational training offers, in order to be able to take on the dream job later on. In the original, this goal sounds like this:

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"With the nationwide promotion AOK-Aufsteiger AOK supports you in going your own way and using your education as a starting point for a successful career. Like Janina and Timo. Important in this phase: a partner who supports you in stressful times to master all challenges mentally and physically. Like the AOK. "

Prominent testimonials

Overview

As testimonials, the AOK radio and TV host Timo Killer (26) and fashion blogger Janina Pfau (27) took part in the boat.

Fashion Blogger Janina Pfau

Overview

Janina Pfau has been running her own fashion blog LOVEundURBAN since 2014. Even as a teenager, she was interested in fashion and therefore made after school an apprenticeship as a retail clerk in the textile sector in Göttingen. Afterwards she decided to join her studies, moved to Hamburg and completed her Bachelor of Arts in Media and Information Sciences in the spring of 2015.

Moderator Timo Keller

Overview

Timo Keller also made his way into the media industry at an early stage: at the age of ten, he applied to the radio. After school, he began training as a media designer. He gained additional experience in the media sector in the BRAVO editorial team, until he finally realized his dream of working on the radio. After several internships at Bavarian Radio, Antenne Bayern and Energy 93,3, he is currently hosting the 14 Drive Time broadcast every day -18 watch at gong.fm Regensburg. He is also regularly heard at YOU FM from Hessischer Rundfunk. In November 2013, Timo Killer has dared to step into the television and has been moderating the two ZIPP! and LOOP! on RTL.

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What does vocational training bring?

Overview

Janina Pfau and Timo Keller tell about their decision for a vocational training, about the advantages and disadvantages of an education in videos, which were discontinued at Youtube and, of course, also report what they have been training for today's professional activity.

A noteworthy feature of this campaign is that, as usual in many personnel marketing campaigns, employees of the AOK are not the focus, but hip media personalities, who are likely to be known to the target group and thus reach them directly.

The goal of the campaign

Overview

Equally noteworthy is the fact that the AOK is focusing on mosaic careers with this campaign: The motto is: "The perfect start. Your education. "No longer the goal of a career at one Company is the focus here, but the important aspect of lifelong learning, according to the motto: First, lay a good foundation, then later you can do everything you want.

On Campaign side of the AOK The readers learn a lot about Janina Pfau and Timo Keller - that only a small amount on the left side of the page, a reference to the career page and thus to the training offer of the AOK, could irritate one or the other personnel marketing professional a bit. In fact, it is not, according to a response from the AOK, the goal of the promotion campaign to promote their own training offer. Much more, the AOK wants to give young people advice in a modern way for choosing the appropriate training and finding the right training place. Commendable.

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