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Ruby Hotels launches Tattoo Recruiting Campaign

A man with tattoos on his arms and neck sits in a chair indoors, wearing a black and white striped short-sleeve shirt with a white collar. He looks directly at the camera with a serious expression.
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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.

  • Three people stand indoors near a vintage cabinet. One woman in a white polka dot dress smells a jar, while two men—one wearing black, one in white—examine bottles and a notebook. Large letters are mounted on the wall behind them.
  • A woman wearing glasses and a white blouse stands in a modern office, leaning on a wooden table while using a laptop. Shelves, a lamp, and large windows are visible in the background.
  • Three men sit around a wooden table with laptops, laughing and talking in a warmly lit modern office space. Shelves, framed photos, and books are visible in the background.
A bright, modern hotel room with a large bed, white bedding with a red stripe, bedside lamps, floor-to-ceiling windows with sheer curtains, a desk, chair, and a single red flower in a vase.

About Ruby Hotels

The Munich-based Ruby Group under the leadership of founder and CEO Michael Struck is breaking new ground with its Lean Luxury philosophy. With a lean organisational structure and concentration on the essentials, Ruby succeeds in creating a contemporary, affordable form of luxury for modern, cost and style-conscious customers. 


Founded in 2013, the Group already operates 20 Ruby hotels across Europe, with a further six hotels under construction or in the planning phase. In addition, Ruby is expanding into China via a joint venture with Delonix, headed by Alex Zheng, one of China’s most accomplished hotel entrepreneurs. Ruby also offers Ruby Workspaces in Munich, Hamburg, Dusseldorf, Amsterdam, Vienna, Stuttgart, Florence, and Malta – perfectly equipped workplaces and a creative atmosphere with access to an inspiring office community. 


Financially strong partners support Ruby’s expansion. ECE Group; the Austrian Soravia Group; Franger Investment, a German family office; Ocean Link, a private equity fund; the entrepreneur Michael Hehn; and Michael Struck jointly hold the company shares.