Hoffmann: By the way, you can find a detailed bio of Maja Schäfer, links to the videos and further information in the show notes for this video. Now the employees are also recognizable and you can't always control what happens on social media, including what other people post. That means that it can gain a momentum of its own. Do you have to protect or support the employees in any way? What do you do about it, or how do you prepare for the fact that they are now also public figures in some way?
Schäfer: Yes, that's right. One employee said she feels like a little star because she is sometimes recognized on the street because she drives around in the truck. Yes, we only work with first names in the videos. It's a protection not to say last names.
We are preparing social media guidelines, and when we do something like an Instagram takeover, for example, where our employees are supposed to spend a day on Instagram, our channel, we also give them instructions: Please don't post your address. So, of course they should send a photo of their way to work, but not one where you can see a subway station or where someone could then guess where they live.
"What kind of idiot is that?" or something like that, then of course I have to get involved. But that also gives me practice in how to activate the community, so to speak, so that it's not just me as a company forex data representative, but others too. I think there's a good community atmosphere among our employee ambassadors now, because they obviously know each other and think it's great and like each other's videos. I think the others would jump in too.
Hoffmann: Yes, the key word is internal impact: What about the other employees? You don't show all the employees, but I could imagine that a campaign like this with individuals who get involved as employer ambassadors also has an impact on the company, on the others, and that something changes there, right?
Schäfer: Well, first of all: I would really like to show all 3,600 employees in the video. I've only just started and we've already made, I think, 40 or 50 videos. So, give me a few more years and we'll have them all online. But apart from that, yes, it really has an internal effect. The employees simply notice that our management has now taken up the topic, so to speak, and also the sisterhood.
Yes, the hospitals are taking the issue of staff shortages seriously and are now doing something about it. And that is made clear by the new career portal and the employee videos, and that creates a good feeling. And then there is this community feeling that we have just talked about. People are happy, they show each other their presence. Especially in times of Corona, I think it is so important that such a nice sense of togetherness develops and that people are happy to share and spread these posts.