(CNN) — In the post-pandemic world of hospitality, having the best employees is everything. Now a hotel group has decided to woo star employees by offering them the golden handshake — a free tattoo if they stick with it for six months.
Germany’s Ruby Hotels, which has 16 properties across Europe, offers new hires up to €500 ($511) for a new tattoo, piercing or haircut after reaching six months of employment.
And a little over a month since the scheme was launched in June, despite the summer holiday period in Europe, applications to work with the brand have already increased by 25%.
“Given the staff shortage in the hotel industry in Europe, this is a very satisfying result,” Uta Schürer, Ruby’s vice president of human resources, told CNN.
Uta Schurer, who oversees the campaign, is tattooed herself.
Courtesy Ruby Hotels
She said the campaign is partly about getting attention — but more crucially, it’s about attracting the kind of staff they want in their hotels: “team players who value character, soul and personality,” the company wrote in a statement.
“Ruby wants to encourage its employees to create their own personal success story, show their own personality and demonstrate it at work.”
“We love people with personality and that’s what we want to communicate,” Schurer added.
Schurer — who is tattooed himself — told CNN, “The mix of individual characters is what creates the mood and the success of Ruby.”
Ruby Hotels is a little out of the ordinary.
Courtesy Ruby Hotels
She added: “Tattoos, piercings and hairstyles are very personal.
“They are different for everyone, emotional for everyone, with a meaning. At Ruby, every employee can and should be themselves. Many companies claim that; we prove it with this campaign.”
She added: “By the way, everyone wants a tattoo [not piercings or hairdos]. It shows that we have struck a nerve with our approach.”
And if current employees feel disengaged, they won’t last long. The scheme has worked so well that they have expanded it. When an existing employee hires a new one, the brand will pay for a tattoo for each of them.
The campaign will run till the end of the year.
Main image: chika_milan/Adobe Stock