Thank You for Being Frank…

German communications agency Kienbaum Communications has awarded Continental AG a gold ‘Kienbaum Communications Award’ for its communication with job seekers. The award was given after a jury of five, made up of industrial organisational psychologists, human resource officers, communications specialists and trainees evaluated the letters on the basis of authenticity, individuality, linguistic style and their effect on the addressee.

“The courage to be frank during an economic downturn and in the face of turbulences currently buffeting the company itself have garnered Continental AG pride of place on the winner’s rostrum,” said Thomas Kleb, general manager of Kienbaum Communications. Kienbaum Communications accorded Conti first place in the “best rejection letters to applicants in general” category.

“Authentic in content, clear and unhistrionic in its phrasing, it addresses the company’s own economic situation and the specific situation of the applicant,” notes Kleb, citing the reasons for the jury’s decision to assign Continental the best overall grades.

“Recruiting highly talented individuals and holding on to them as well as establishing an employee brand identity are major challenges, even when the going is easy. So as to be able to communicate a plausible and authentic corporate image outwards, even in turbulent times, Continental is endeavoured to meet their applicants at an individual level, even in letters of rejection,” says Sehnaz Özden, head of Continental Corporate Employer Branding & Recruiting. “We are delighted that our applicant correspondence has received this recognition.”

Prior to the severe automotive industry downturn Continental hired around 1,100 young professionals worldwide each year. At present the automotive supplier has sharply reduced the number of new staff entering its ranks due to the difficulties the economic situation presents. In Conti’s rejection letters, particular reference is made to the company’s circumstances at the moment. “[…] In view of the general economic malaise and the resulting pressure to restructure our organisation, we received many internal applications for this vacancy. Because of the special responsibility we have to our current employees, it has been decided to fill the post internally. Your application is, nonetheless, still of interest to us. At the moment we are reviewing other possibilities for employing you. […] We would be happy if circumstances allowed us to again get talking with you at a later point in time. […]”