Personnel marketing

In the competition for the best skilled employees and executives, we take steps that polish our image among potential applicants. To ensure that a targeted message is delivered to skilled employees and executives, we took an array of steps during the reporting year designed to sharpen our profile as an employer brand and to position METRO GROUP among relevant target groups. As part of this effort, we conducted a national ad campaign in Germany that highlighted our position as one of the country’s largest occupational trainers. The aim was to increase our name recognition among pupils.

Our sales lines also employ personnel marketing as a way of exciting young people about a career in retailing. Real, for instance, provides schools with information about conferences designed to help pupils to select an occupation. The sales line also takes part in national action days like Girls’ Day and Boys’ Day that give young people a chance to look behind the scenes for a day. Real is the first retail company to join the initiative “Wissensfabrik – Unternehmen für Deutschland” (Knowledge Factory – Companies for Germany). This effort focuses on specific projects in the areas of education and entrepreneurship that are aimed at schools and kindergartens.

To reach future managers, METRO GROUP collaborates with selected universities, universities of applied science and student organisations. As part of this work, we support the international association Enactus, which brings together about 60,000 students around the world. By contributing funds and ideas, we play a role in the promotional programme Accounting Talents at the University of Münster, which recognises outstanding work performed by students in the areas of accounting and controlling. For years, we have had a booth at the annual College Graduate Congress in Cologne – Germany’s largest career fair for college graduates. Here, we inform them about our Company and its multifaceted entry-level and career opportunities. Last year in Cologne, Media-Saturn presented its new approach to personnel marketing for the first time. Under the motto “Forget about business as usual – Join the #1”, the sales line demonstrated that it is not a run-of-the-mill company. In 2012, METRO GROUP took another step that is designed to promote a direct dialogue with college students and graduates by initiating a partnership with the career network “careerloft”. Here, we provide interested young people with mentors from our Company and offer exclusive events as well as internship and job opportunities.