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{Replica} How Bayer wants to attract skilled workers with a recruiting song: It's gonna be a good day?
By Simone Janson (More) • Last updated on October 01.06.2012, XNUMX • First published on 01.06.2012/XNUMX/XNUMX • So far 5240 readers, 1119 social media shares Likes & Reviews (5 / 5) • Read & write comments
Yesterday the social media celebratedHRscene itself again - at the Social Media Personnel Marketing Conference (SMPC) in Kerpen near Cologne. The InnovatorAwards went to the usual suspects and everyone seemed happy too. If only you didn't drive the target group out of the crowd out of sheer enthusiasm Eyes loses!
Contents
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- Personals: (too) enthusiastic about their own ideas?
- Nice but inauthentic
- A basic problem of the scene: classic PR in a new guise
- Real social media failed in corporate structures
- Old baking and still hipp?
- Professionals win with a recruiting song?
- Viral marketing with targeted fetch numbers?
- Please keep the target group in mind!
- Top books on the subject
- Read text as PDF
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Personals: (too) enthusiastic about their own ideas?
Yesterday I received the above tweet from Heiko Schomberg, HR from Detecon International. He was enthusiastic about the Bayersong, which Bernd Schmitz, Head of University and Talent Relations at Bayer, presented again at the SMPC.
And you can partly understand the enthusiasm, because the basic idea is really good: Employees On his fortieth anniversary, Karlheinz was surprised in the canteen with a specially composed song and a flash mob by his colleagues. Nice idea to reward long-serving employees like this – actually!
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Nice but inauthentic
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You can only find this two-minute short version on youtube. Last year I was “lucky” to “watch” the making of at a press event - the whole thing took about an hour, and there was also a lecture.
In principle, I'm happy when people Fun in their work and carry it to the outside world. And in principle it's also interesting to find out how a song like this comes about. If only it had been an honest look behind the scenes. Here is an excerpt that can still be found on youtube:
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A basic problem of the scene: classic PR in a new guise
Unfortunately, the whole video and the associated ones had an effect on me Presentation something – the viewers only saw what the company wanted them to see. For me, the whole thing had nothing to do with a real flash mob that was about spontaneity. Rather with classic PR that you try to put in new clothes.
Authenticity? None! And so the whole thing was pretty boring. The fact that Bayer is still being applauded by other HR managers for this idea and was also awarded the Social Media Innovator Award yesterday only shows the basic problem. that the whole social media HR scene has:
Discounts for your success (advertising)!
On the one hand, one would like to work with social media, is euphoric about it and has good ones ideas; the complete Implementation but then fails because of the classic corporate structure. And so the result is a classic advertising product.
Because times Honestly: How realistic is it today in times of mobility, job hopping, fluctuation and economic crises that Boy People sometime their fortieth anniversary of service with one Companys to celebrate? How realistic is it even today to do the same job for 40 years?
Old baking and still hipp?
Bayer, however, took the advantage of the hour with this video to suggest just that: that you could get a solid, secure job in such a traditional company. Stale and yet hip - the contradiction is easily resolved:
At the same time, you want to catch up with a lively, catchy song, which moves musically at the level of the Eurovision Song Contest, supported by a pretty singer, young people. Only I doubt that this music style has so completely met the taste of the target group.
Professionals win with a recruiting song?
After all, the company is actually about winning over the future specialists of tomorrow. But they will hardly be convinced by such a song, but ultimately only by the facts such as working conditions, development opportunities and that salary.
But the main thing is that the personnel and marketing managers like it - so much that the new BayerRecruitingsong that was recorded professionally by company employees.
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Was the video for the service anniversary still perceived as a sympathetic gesture of the company and reached in this way also corresponding call numbers and comments, this was the follow-up video, which is clearly advertising, then apparently not so.
Because with its access numbers one has apparently helped a little in a mysterious way when clear became that viral Success of the video leaves something to be desired – as video punk Markus Hündgen explains: More than 130 000 releases - there should hum the comments. Or not. Whole 18 comments got lost in the video. Two of them are spam, three are removed and the poor remnant are only moderately enthusiastic. A user with the name "Tumbolisu" got it to the point early on: “I think he only has so many clicks because of sites like steampowers. net. after all, there are only 3 comments but 85.578 views.
Please keep the target group in mind!
One thing is clear: who merchandise If you want to, you have to be convinced of your product - because only then will the enthusiasm be passed on to others. This applies to employer branding as well as to everything else Marketing-areas.
Euphoria and enthusiasm for what you do are great and helpful. The only thing you should never lose sight of is your target group verlieren.
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Here writes for you
Simone Janson is publisher, Consultant and one of the 10 most important German bloggers Blogger Relevance Index. She is also head of the Institute's job pictures Yourweb, with which she donates money for sustainable projects. According to ZEIT owns her trademarked blog Best of HR – Berufebilder.de® to the most important blogs for careers, professions and the world of work. More about her im Career. All texts by Simone Janson.
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11 Responses to "{Replica} How Bayer wants to attract skilled workers with a recruiting song: It's gonna be a good day?"
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[...] who also organized the SMPC - and in my opinion the selection of the award winners is more successful than with some of its predecessors - even if [...]
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You're on top of the game. Thanks for sharnig.
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we should simply telephone times
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An interesting and controversial article with many important suggestions. Of course, there's something about the Social Media HR scene celebrating a bit with such an award. Incidentally, all (marginal) areas do this, whether advertisers, online users or journalists. So everything is a little normal. But as organizer of the Social Media Personnel Marketing Conference, I am sure that I can see this a little differently. ;-)
Anyone who has ever been to the SMPC knows that the speakers will take a look behind the scenes of social media activities. Here, often in contrast to many other events reported by Lessons Learned. And these are often negative or sobering experiences. Exactly this combined with the long networking and communication breaks bring a lot of movement into the HR scene. That's why an event like the SMPC is an important start. We all have to always see where we come from, especially in the HR area. Labor regulations and high internal and external (communication) hurdles do not always make the way easy. But we should not complain, because here we can learn a lot from others, especially in the HR scene. A more frequent exchange would be very advisable here. Herewith we should start soon and discuss together.
The price of the social media personnel marketing innovator, also co-initiated by us, certainly belongs a little in the category of “self-celebrations”. Like many others, we also honor internal activities. Here we primarily have a look at the HR scene and see where the companies from the last few years really come from and many of them are still terrifying. The number of potential innovators is still manageable. But we are all working to continuously improve this. There is still a lot to be done here. Here, too, a constant, comprehensive exchange would bring more transparency.
The developments at the Bayervideo Recruiting Song I will also inquire directly with the contact partners. Concerning. of the further comments on the Bayer Flashmob, I would be happy about a joint, controversial discussion. Hopefully, this will happen at one of the next events or otherwise.
Best greetings from the road
Lutz Altmann
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Hello Mr. Altmann,
I admit that I have expressed the issue somewhat polemically. And I am all the more pleased if you could win something positive.
As you can see, the problem is in the different filter bubbles: and each follows its own rules. Personnel meet the personnel, are interested in the one. Journalists meeting the journalists are interested in the other. So far, so normal. Presumably, Berlin journalists who meet each other are just as boring for outsiders.It is difficult if you have to look out of your own filter bubble because you want to reach a different target group: the recruiter the young top-level workers, the journalists their readers: Then, precisely these cultural differences become the problem. There has just been a study, too, which I will write again in the coming days.
I would be happy to have a discussion about the click swindle. As for the events: On September 27th, as part of the Social Media Week http://socialmediaweek.org/, which I help organize as the project manager of our institute, we also have a recruiting track with various events - maybe this is interesting for you?
Regards
Simone Janson
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# Profession How Bayer wants to recruit professionals with a recruiting song: It's gonna be a good day?
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How Bayer wants to win with a recruiting-song specialist: It's gonna be a good day? #Business
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Music! RT @simonejanson: How Bayer wants to win a recruiting song specialist: It's gonna be a good day? #G
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How Bayer wants to attract skilled workers with a recruiting song: It's gonna be a good day ?: Yesterday th ...
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As Bayer wants to win a recruiting song specialist: It's gonna be a good day? #G
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As Bayer wants to win a recruiting song specialist: It's gonna be a good day? #G
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