Case | HR & Collaboration

How do you want to work, Generation Y?

The task

A new generation is entering the German labor market and changing traditional ways of working, corporate structures and lifestyles. The various manifestations of the “new work” phenomenon did not only become apparent during the pandemic.

HR service providers and providers of collaboration tools are aware of this change and are actively shaping it. This must also be reflected in their communication: Topics and channels must be adapted to the information needs and media usage of the new workforce. This is where we provide orientation in planning and take over the implementation for you.

Selected references

Job portal

The job portal Monster wanted to increase its position as an expert in job search and career topics and raise its profile. At the same time, the aim was to increase the trust of the relevant target groups in the job platform and the number of visitors to the website.

Benefits

Employee benefits are attractive tools for increasing your attractiveness as an employer. Benefits and corporate payment provider Circula wanted proactive support in the strategic planning, design and practical implementation of targeted communication measures. Goal: education and thought leadership.

Conference tools

When Owl Labs, a provider of digital conferencing solutions, started working with Oseon, video conferencing was riding a wave of success as a temporary solution during the pandemic. After the (partial) return of Germans to the office, the hype died down and it was no longer possible to attract sufficient attention with product PR alone.

Our approach

Oseon supports clients such as Monster, Circula, Owl Labs, Sodexo Pass or the HR service provider Univativ in expanding their expert status for HR topics and thus claiming a role as thought leader in their respective market segment.

The starting point is a shift of perspective: what do our clients' target groups want to know, what are they interested in - and what will be gratefully picked up by the media as a result? With this in mind, we use employee wishes for New Work and more flexibility as the core of issue-driven thought leadership campaigns. With insights and data on employer branding, training, employee benefits, remote work and other relevant topics, we meet the information needs of both employees and employers.

When playing out the stories, we not only rely on traditional media work but also on a variety of channels and formats in order to reach the widest possible audience.

Tactics

The Future of Work

We focus on current issues relating to the future of work, the needs of Generation Y or new work models - also in multimedia form: For print and online media, as a video or radio report or for social media communication.

Reports

Larger reports regularly create occasions for reporting for various of our clients. For Circula, for example, we designed and managed a comprehensive survey on the topic of benefits, the "Circula Benefits Report", for use as a pitch topic for media work and for marketing purposes. Similarly, we use Owl Lab's regular "State of Hybrid Work" reports and the international “Monster Insights” report.

... and smaller polls

A bit smaller and with a local hook: With the help of the regular "Monstermeter" survey format, we have been providing the press with the latest insights and opinions of German employees on job trends and career topics since 2020. Thanks to the broad range of survey topics, such as work clothes in the summer heat in the office, fear of job applications, quiet quitting or gender-equitable language in the workplace, we not only reach specialist media, but also offer news value for daily and business media as well as lifestyle magazines.

Creative media events

For Monster, we created a highlight for the focus on diversity and inclusion in the workplace as part of a hybrid video cooking event for the press. While discovering unusual recipes together, Monster presented current study results on the topic and used the opportunity to cultivate relationships. We organized a similarly immersive press lunch in the dark at the Hamburg Dialog Museum (where visitors can experience the world like a blind person) on the topic of “Well prepared is half the raise: Never go into salary negotiations blindly again”.

An online magazin for SEO

With the Univativ Journal, we created a web magazine that is aimed at students and project managers in companies and provides them with current topics relating to starting a career, young careers and the future of work. With a mix of service articles, experience reports, interviews and opinion pieces in text, audio and video, the journal was developed for optimal ranking in search engines and secondary use in social media.

A print magazine for sales

A high-quality special edition of the Univativ Journal on the subject of New Work was aimed primarily at corporate customers and could be taken along by the sales department as a brochure to appointments.

Results

380+

We achieved 380 publications via the Monstermeter in 2023 alone. The format is the most important coverage driver for Monster and a successful example of agenda setting. Many of our questions are taken up by dpa and thus achieve enormous reach.

>400

The Circula Benefits Report led to over 400 publications in the daily and business media, as well as coverage on dpa. The client also used the report for LinkedIn communication and other marketing purposes. We also achieve comparable results for Owl Labs' regularly published “State of Hybrid Work Report” with over 125 impressions per study.

7+30

In the midst of the pandemic, seven journalists from Tier 1 media outlets such as NDR, Manager Magazin, Personalmagazin and Süddeutsche Zeitung held video calls with Monster. The results of the study on diversity in the workplace were covered in over 30 articles via the accompanying media work.

Selected coverage

Eine Frage des Willens und der kurzen Schulung

11.10.21 | IT-Director / IT-Zoom für Owl Labs

Catfishing in der Arbeitswelt

13.01.24 | Business Punk für Monster

Generationenfrage: Welche Benefits wünscht sich die Gen Z?

29.01.24 | HR Journal für Circula

What can we do yor you?

Award nominations

Both our work for univativ and our “Monstermeter” campaign have been recognized with award nominations: The Univativ Journal was nominated for the PR Report Award in 2015 as a successful content marketing measure. In 2022, we made it to the finalist race for the International German PR Award with Monster's “Monstermeter”.