amtlich voran today focuses on employer branding with #Team CGN from Cologne-Bonn Airport:
What does it take to unite 60 different job roles under a single employer brand? And how do you turn employees into authentic ambassadors for a workplace that never sleeps?
In this episode of the “amtlich voran” podcast, I speak with Marie Zoglowek, Team Lead for Social Media & Communities, and Valentin Miebach, Recruiting Specialist at Cologne/Bonn Airport.
With around 1,900 employees at the airport operator, 60 different job roles, and an average tenure of 17 years: Cologne/Bonn Airport is so much more than just a place where planes take off and land. I find the story behind the employer brand #TeamCGN particularly fascinating. What began as a simple hashtag on social media has evolved into a strong, identity-defining employer brand.
One quote from Marie really stuck with me:
“People follow people, and people also want to hear stories about people.”
That’s exactly what employer branding and corporate influencing are all about at Cologne/Bonn Airport.
Among other things, we discussed these topics:
✈️ From a hashtag to a strong employer brand
How a spontaneous social media idea became the #TeamCGN employer brand, which today unites 60 different job roles—without any elaborate branding workshops or contrived slogans.
🎤 15 Corporate Influencers, 55 Applications—What’s the Story Behind It?
Why 150 employees were interested in the kickoff of the CGN Voices Program, how the 15 corporate influencers were selected, and what role leadership, structured onboarding, and authenticity play in the process.
🚀 Why Employer Branding When Applications Are Pouring In Anyway?
Valentin explains why recruiting isn’t about getting as many applications as possible, but about getting the best-fit candidates—and why a strong employer brand is especially important when the job market is currently employer-friendly.
🔗 Related Links
- Marie Zoglowek on LinkedIn
- Valentin Miebach on LinkedIn
- Career website Cologne-Bonn Airport