Lighthouse project: Millstätter See – Bad Kleinkirchheim – Nockberge region presents employer branding concept. Among other things, an employee card or app was developed.
Millstätter See – Bad Kleinkirchheim – Nockberge (OTS) – The labor shortage is noticeable everywhere in tourism. Innovative concepts are needed in order to be sustainably attractive as a tourism region in international competition as an ideal place to work and live. That is why the Austrian federal government, together with the European Union, has already agreed in 2022 as part of the Tourism lighthouse projects launched a project call. The Millstätter See – Bad Kleinkirchheim – Nockberge region followed the call and developed a concept. Now those responsible have presented their 300,000 euro project, which received a subsidy of 200,000 euros.
The employer branding strategy was developed with local entrepreneurs. 35 tourism companies have joined forces to form ARGE Best Employers. Their common goal: to establish themselves as the best employer in tourism. “The employer branding concept of the Millstätter See – Bad Kleinkirchheim – Nockberge region scores points with a sustainable and employee-oriented approach that positions companies for long-term success and ensures a high-quality living space for locals and guests,” says the State Secretary for Tourism Susanne Kraus Winkler. Tourism State Councilor Sebastian Schuschnig is also enthusiastic about the Upper Carinthian project: “The state has been taking targeted investment measures for years to consistently counteract the shortage of employees. Initiatives such as the employer branding process in the Millstätter See – Bad Kleinkirchheim – Nockberge region are not in favor of this “It is only relevant for regional success, but also an important stimulus for the entire tourism industry in Carinthia. At the same time, we are working on developing competitive year-round tourism, which will also make a career in the tourism industry even more attractive.”
Campaign started
A Best Employer campaign highlights the faces that represent local tourism – from apprentices to receptionists. “Who could explain more credibly why our region is the ideal breeding ground for a career in tourism than the people who already live exactly that every day,” explains the regional manager Stefan Brandlehner. The advertising messages emphasize the interplay between the attractive everyday working life in the family businesses and the diverse range of enjoyment and leisure activities right on the doorstep – work-life balance at its best.
Employee card in app format
The employees in the 35 participating ARGE companies can experience the holiday region like guests. Because the new employee card in app format makes you want to get to know the region even better. “It’s not just about recruiting people as workers once, but also about constantly inspiring them through real added value. These offers should be as uncomplicated and low-threshold as possible – we have achieved that with our NocksCard,” explain those responsible for the project Sandra Fleißner and Heidemarie Schrei. The “NocksCard” not only brings advantages and discounts for employees in the region’s partner companies, but also for the companies and regional partners themselves. The associated NocksApp was developed together with the company Duftner digital from Innsbruck. In addition to an integrated calendar of events, there are tips on excursion destinations, cycling and hiking tours and much more.
Code of honor and further training
The launch of the campaign and products such as NocksCard and NocksApp are far from the end of the employer branding process. Together with the ARGE’s 35 partner companies, the tourism region is currently developing a code of honor and a catalog of criteria that will serve as a guide to establishing itself as a top employer region. A particular focus is on the area of social sustainability. Extensive further training measures are also planned for employees and managers so that the dream of a lake-mountain habitat remains viable for all people in the region for as long as possible. “It is essential for the tourism industry in Carinthia that we have successful long-term access to the labor market. This not only means attracting new workers, but also continually keeping the tourism professional world in the regions attractive and thus inspiring people to work and live in our tourism regions in the long term,” says the tourism division manager Wolfgang Kuttnig from the Carinthian Chamber of Commerce.
Questions & Contact:
Nicole Kari
Press and public relations
Millstätter See – Bad Kleinkirchheim – Nockberge
Tourismusmanagement GmbH
Main Street 4/2 | AT – 9545 Radenthein
T: +43-664 181 79 22 I E: presse@mbn-tourismus.at