Employer attractiveness

In line with our Strong Rail strategy, we have continued our major employment campaign in 2020. About 100,000 new employees are to be recruited, qualified and committed. In 2020, about 25,400 applicants received a hiring commitment for the integrated rail system. 55 100,000 employees To the Strong Rail strategyAt the beginning of the Covid-19 pandemic, we were able to redesign our talent acquisition strategy and develop more than 40 measures for digital recruitment within just a few days. Since then, thousands of job interviews have been conducted virtually. Recruitment events are also taking place in digital formats. In this context, numerous innovative virtual events for talent acquisition have been developed and successfully implemented. For example, we developed “ExpertTalks@DB,” in which employees could talk to interested parties about their position and activities. In the “Ask the executive” event, interested parties were given the opportunity to learn more about the management team via live chat before applying for selected job advertisements, and to find out more about the advertised position. For this newly developed digital strategy, the Talent Acquisition team was awarded the HR Champion of the Year Award in the Recruiting category of the German Human Resources Management Award. The talent acquisition team won the German Design Award in the category Excellent Communication Design – Web for the new careers site. Given the Covid-19-­­related challenges, we are using virtual preboarding to ensure that new employees get off to a good start. A new digital platform is intended to ensure that the transition from recruitment through preboarding (time between contract offer and first working day) to onboarding (arrival, induction and social integration in the company), is seamless.

In addition, numerous campaigns were conducted for all relevant target groups of DB Group. In particular, the focus was on the specialist professions that are in high demand. The current employer branding campaign “Welcome, you are one of us.” was specifically developed for the respective channels. This enabled us to significantly improve in employer rankings. We have become more attractive, particularly among young target groups. For example, we have improved to 10th place on the trendence Institute’s Graduate Barometer for engineering and 17th in the trendence Student Barometer.

In order to be visible as a leading employer for women and to achieve the target of 30 % women in management, an extensive package of measures was developed, including a new women’s recruitment strategy.