The Otto Group from Hamburg is launching an internal training program in October. More than 100 employees will be attending seminars on social media, HR communication and employer branding, and training sessions covering presentation and diagnostic technologies. Following this, in their roles as job ambassadors or so-called influencers they will be on duty at industry events and online to talk about topics within the Otto Group. "This way, potential applicants and highly sought-after professionals can get a closer look at the culture and working environment at Otto," according to the group. On top of that, the opinion leaders will be directly involved in recruitment.
According to the US-based recruitment consultancy firm Korn Ferry Futurestep , new ideas are urgently required when it comes to recruiting new staff. In a study , experts found that Europe is lagging behind both North and South America as well as Asia in this area. In particular, the use of cell phones as an application and recruitment channel has been largely neglected in Europe to date.