Under the slogan 'Ready for a new tattoo?' Ruby, led by founder and CEO Michael Struck, has created an innovative new employer branding campaign, which started in June across the DACH, UK and the Netherlands. The aim of the campaign is to show job seekers that the hotel industry is 'sexy' and Ruby is more than just a classic employer.
Ruby supports every new employee after six months in their new job, with a grant of up to 500 euros for a tattoo, piercing or new hairstyle. Ruby wants to encourage its employees to create their individual success story, to show their own personality and also showcase it at work.
"Ruby is a love brand for team players who value character, soul and individuality," says Uta Scheurer, Vice President Human Resources. "We love people with personality and that's what we want to communicate with our campaign."
The focus is on model and Ruby resident Moritz Taylor (IG @moritz.taylor). The campaign is deliberately implemented in an attention-grabbing way and sets itself apart from classic recruitment methods.
The campaign will be played out on social media and the brand's digital channels, out of home directly on the storefronts of the hotels in the city centres, as well as in print in collaboration with Ruby's long-standing local media partners, such as Mucbook and Noordish magazine, among others.