25hours Hotels introduces new employer brand

Germany: German hotel group 25hours Hotels Company has introduced a new branding scheme earlier today, rebranding its recruitment efforts as 25hours People.

The scheme was created after sourcing the opinions of over 1,000 of its employees and tracking recommendations they would make for the company to others.

At the centre of the new brand is the phrase ‘Come as you are,’ emphasising diversity of talent, ideas and personalities in the workplace. This links in with the company’s self-identification as a ‘Hotel Tribe,’ emphasising the community and unique character of the workplace.

HR director Kathrin Gollubits, engineer of the new initiative said: “The reworking and repositioning of our employer brand came as a result of the process of defining our essentials, which led us to consider what we represent and what we are already doing as an employer to attract and retain employees.”

The branding push includes a new employee focused website, providing insights into the world of the group, as well as an Instagram account, which aims to share the stories of individual colleagues and experiences that the workplace creates. Such experiences include the company’s All for Water week, an employee planned and led charity water drive, which raised almost €19,000 in November.

“We are looking for people from all over the world who have character and individuality and who take pleasure in contributing their personalities and talents with enthusiasm,” said 25hours CEO Christoph Hoffmann, “whilst also continuing to shape the 25hours brand as part of a team. For us, personal qualities are more important than the perfect CV.”

To learn more check out our interview with Christoph Hoffmann at Sleep+Eat.

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