CCC stops by the OMV Soap

A corporation reinventing itself. An employee support fund producing a soap opera. And an evening where both revealed the same movements: shifting the focus from inside to outside.

OMV: From ad hoc requests to a service catalogue

 
OMV is changing – and People & Culture needs to lead the way. Verena Fasching and Jasmin Zadrovich showed how, as part of this double change journey, they are moving towards scalable HR processes and self-service. For 22,000 employees.
The biggest hurdle is not technical. It lies in the familiar habit of saying: “I’ll just give someone a quick call.”

waff: Everyone Loves Ali

Nursing and early childhood education are desperately looking for skilled professionals. Another poster won’t solve that. Sherin Quell showed how waff chose to produce a soap opera instead: the first vertical series in employer branding, made for TikTok and Instagram, with Mary and Ali as its protagonists. 67 million views. 71% more applications.

But its success is not down to the format alone. It lies in the characters: they have ambition, doubts and professional expertise instead of being reduced to target-group clichés. That is how attention turns into credibility – and nothing in the feed feels like a campaign.

What made the strongest impression that evening was something that cannot be captured on slides.

© Foto Florentina Olareanu