The HR Report 2011/2012.

7 The world of jobs at Deutsche Telekom. Deutsche Telekom goes on the offensive. We will be ramping up our media presence in 2011/2012 with the cross-media campaign “Take charge of your life.” The cam- paign focuses on reconciling the demands of work and personal life – an aspect that is becoming increasingly important for many talents when selecting their employer. In addition to the kickoff theme “Dual career promotion,” three other motifs have been used to date: parental leave, flexible working time models, and mobile work. The campaign includes TV spots, advertisements placed in general interest magazines as well as in career and student maga- zines. In fall 2011, we supplemented the campaign with a cinema spot, which examines the diversity of the world of jobs at Deutsche Telekom. The above sequence of images features motifs from the spot (more at www.telekom.com/jobwelten). Radio spots were also broadcast at the end of 2011. In the wake of this successful cam- paign, the target group of talents rated Deutsche Telekom brand values such as “innovation” and “competence” much better than before. On a scale of 1 through 4, viewers in the pretest ranked the attractiveness of Deutsche Telekom as an employer at 3.7 – a very good score. The total number of applicants rose from June through October 2011 by over 130 percent to almost 11,000.

The HR Report 2011/2012.

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