Discounter Penny’s conventional recruiting measures remained mostly unnoticed. To reach that job-seeking target, genuine job offers were featured on reality TV shows. For instance, during a tailor-made scene for the RTL2 scripted reality TV show Köln, 50,667 viewers were asked to contact Penny employee Alex via WhatsApp to apply directly for the job. A chatbot then handled the entire application process, with no red tape, on behalf of Alex – thus giving 186 people a new job.