HAMBURG, GERMANY—The 25hours Hotels has launched its new employer brand, 25hours People. The company evaluated the opinions of its employees and developed a strategy for this new concept. In the process, 25hours discovered why more than 1,000 employees enjoy working for the company, what is important to them and the specific aspects that led them to recommend 25hours to their inner circle.
The opinions were collected in the annual employee survey, which found that employees identify with this employer promise: Come as you are, bringing your own unique talents and personality.
In the course of the new employer branding, these core messages have been expressed as follows: 25hours doesn’t just call itself a hotel tribe, the members act like one. Everyone who walks through the doors becomes part of the brand and experiences what it is that makes 25hours special. According to the company, theirs is a true community, ensuring the success of the 25hours concept through the trust and respect that they have for each other.
The brand believes it is only as good, as special and as inspiring as the people who work for it. Consequently, 25hours People focuses on the following themes:
- Workplace Culture and Cooperation
- Benefits
- Career Prospects
- Personality and a passion for the job
“The reworking and repositioning of our employer brand came as a result of the process of defining our essentials, which led us to consider what we represent and what we are already doing as an employer to attract and retain employees,” said Kathrin Gollubits, director of human resources, 25 Hours Hotels. “Over the course, we established that we already offer a great deal, but would like to communicate this to employees in a much more proactive way.”
As a result, the hotel group is making employer branding a priority and is implementing a new brand with 25hours People. Also, a website will provide insights into the company and put the focus on the employees. The photographs were taken by a 25hours colleague based here.
In addition, an Instagram account has been set up to inject life into the brand and to share colleagues’ stories. The images feature employees who represent the company.
CEO Christoph Hoffmann stresses the importance of employer branding for the entire company. “We are looking for people from all over the world who have character and individuality and who take pleasure in contributing their personalities and talents with enthusiasm, while also continuing to shape the 25hours brand as part of a team,” he said. “For us, personal qualities are more important than the perfect CV.”