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Senate of the Free and Hanseatic City of Hamburg Centre for Training and Personnel DevelopmentMrs. Petra Lotzkat, Managing DirectorMr. Oliver Voigt, Human Resources MarketingMaastricht, 6th of November 2009

C!You – start-learning@hamburgOnline Self-Assessment

C!You – start-learning@hamburg - Table of contents -

Hamburg Metropolitan Region / Strategic personal marketing

Project Reasons and Objectives

Project Implementation / Impressions

Project Results

Conclusion

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Hamburg Metropolitan Region /Strategic Personal Marketing1

• 1,77 m residents (Hamburg); 4.3 m people in the whole Hamburg Metropolitan Region

• Some 73,000 people employed by the Free and Hanseatic City of Hamburg

• More than 500 training places offered and created by Hamburg‘s public administration every year

• At present: about 2/3rds of our applicants come from the Hamburg Metropolitan Region (and surroundings)

• Analysis of the „field of study“ (competitive position, situation of applicants, requirements)

• Binding middle and long-term commitment plan for employment (quantitive and qualitive)

• Active and innovative Trainee marketing

• Efficient recruitment process design

• On going qualification of all participants (recruiters, trainers)

• Closer and direct dialogue with trainers

• Structured transition of employment / Opening of perspective positions and increased possibilities of career choices

Guiding principle:

Do what you say. Promise only what you can fulfil.

And: You have to remain present in the market place even in difficult times.

Hamburg Metropolitan Region /Strategic Personal Marketing1

Project Reasons and Objectives2

• Additional economic efficiencies in the recruitment process

Reduction in the number of unsuitable applications by 20%

Increase in the number of suitable applications by 10%

More than 50% of applicants should believe that the service helped them make the decision to apply.

Applicants should demonstrate a more realistic view of working for Hamburg City Council

• Increased customer satisfaction

• Most important aspect in marketing communication

Project Objectives

• Demographic changes show a distinct decline of school graduates

• Negative association of being a civil servant

• Investment in a unique employer brand (increase of image)

• Not enough knowledge about the career opportunies

• Difficulty to explain a typical working day in public service

Project Reasons

Project Implementation3

project duration: 1 year and nine months

• Total cost of investment: 120,000 EUR

• Personell cost during the project process: 0.1 of Job Grade A11

0.2 of Job Grade A9

0.25 of Job Grade A9

• Ongoing cost per year: about 10,000 EUR

• Cost for marketing (giveaways) per year: about 5,000 EUR

Project Implementation3

Project Impressions3

I `d like to give you ashort overview of ourproject…

• Going-live 01.12.2007

• Approximately 1,000 visitors per month

• Nearly 10,000 clicks per month

• Within the first twenty months:

− Nearly 9,100 registered users

− 23 % of users have completed the application

− Decrease in unsuitable applicants by 18 %

− Increase in qualified applicants by roughly 7%

Project Results4

Project Results- Main break-off points during the application process -4

Project Results- Age distribution of users who completed our application -4

• Of the users who completed the form, approximately 36% chose toapply for „middle level service“ (62% women) and 64% chose to apply for the „upper level service“ (67% women).

• On average nearly 45% of users rated the selection tool as „just right“.

• Users are spread across the entire German Republic (82% came from the nothern states, …? However 1,3% from other countries.

• Some 38% of the users in the „middle service“ and some 47% in the higher service heard about the programme through the Internet; this underscores the great importance of the Internet.

• 85% of completed applicant users we were able to help in their career orientation.

• Approximately 94% of applicant users would recommand C!You tool.

Project Results4

Conclusion5

• Our project is successful:

We trust in the process of self-assessment.

We trust in our own abilities.

• Our economic aims are reached:

For example: We reduced the number of unsuitable applications.

• Going to e-media for our recruitment process:

We can`t go back. Onetime e-media, always e-media!

The required rate of reaction is high, the users expect this.

Next steps in connections with web 2.0:

Implementation of a trainee blog, going into social networks through the internet.

You need new and different competencies in your staff.

Do you see yourself and your abilities?

We do!

We hope to see you at the trainee sessions for the Free and Hanseatic City of Hamburg.

www.cyou-startlearning.hamburg.de

Thank you very much for your attention!