How companies find the right employees: Reinhold Messner on personnel marketing

That's what everyone wants Companys: Employees, which match the requirements and advertised job profile perfectly Eye. Extreme mountaineer Reinhold Messner explains what helps against this.

Reinhold Messner gives tips for HR managers in the interview

A common one Problem at many Jobs: While stocks, companies actually have an accurate picture of the perfect Candidates or the perfect candidate, but this is not communicated openly and clearly.

Rather, just job advertisements sponging around the bush, are not understood and convey an unclear picture of the job profile. It is enormously important to find exactly the right employees for a company. Why, the extreme mountaineer Reinhold Messner told me in one Interview:

Always be able to rely on his team

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Basically I only went out with people who are the same Motivation have like myself. Example of crossing Antarctica: If my fellow campaigners just go through Money If they had been motivated, they might have given up after a week. That would have been simply impossible.

Messner has to be always on Team being able to leave. His quote sums up what is vital for many companies to survive: Without the right, motivated employees, things can end badly. For many companies, especially the lesser-known but highly specialized medium-sized companies, the question arises: How do you find employees who, with their skills, exactly match the requirements?

Bye-bye to rigid recruiting processes

According to a study by the Center of Human Resources Information Systems (CHRIS) of University Bamberg and the Online-Job board monsters are the top-selection-Criteria for hiring applicants Personality, soft skills and practical experience. The straight, gapless Curriculum vitae on the other hand, according to the study, is becoming more important verlieren. For companies, this also means freeing themselves from rigidity Recruiting-Processes to adopt and flexible on Candidate to react, as Michael Baumgärtner, Operations Manager of the Rilano Hotel in the center of Munich, makes clear: "I look more at how someone fits into the team and how they deal with people than at references." It is also important for him to recognize the hidden skills of his employees and to use them optimally for the company.

However, in order for this to happen, applicants and companies have to find each other. This is usually done via job advertisements - according to the CHRIS study, a good 66 percent of applicants are looking for new jobs in this way. These are clear more than other channels such as company websites (37,9 percent) and Career-Networks (36,5 percent). But there are significant differences depending on the target group: A study published by Universum in April 2015 shows that 55 percent of economists place job advertisements with the Job Search take into account - but only just under 47 percent of scientists. More than 62 percent of computer science students look for this in social issues networks for jobs and for engineers and economists, company career websites are most important.

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Companies that want to reach the right applicants are therefore well advised to find out where and how this works best. Because next to the Choice the right medium, it also depends on the formulation. Around 1900, Sir Ernest Henry Shackleton is said to have used the wording “Men wanted for dangerous journeys” to recruit participants for a South Pole expedition and, on top of that, promised low pay, freezing cold and darkness.

He reportedly received 4.000 applications. For Axel Haitzer, personnel marketing specialist and author of the book “Applicant Magnet”, it is clear: “If Shackleton had written his ad the way companies often do today, too many unsuitable candidates would have contacted him.” Because many job offers are incomprehensible and often even unbelievable, says Haitzer and explains: “Candidates read anglicisms, phrases and phrases and in the best case can only guess what is meant. Companies then have to sort out many unsuitable applicants. More clarity and transparency in job advertisements would therefore help applicants and employers. ”

A realistic job profile

Also for Mike Heyden, Head of Text and Department Concept At the personnel marketing agency Westpress, a realistic job profile is the most important aspect when creating a job advertisement. For him, this includes a self-explanatory job title and a clear description of the job. “It must be clear what the KO criteria look like. How important the right choice of words is is not clear to many, ”said the advertising specialist.

There are several reasons why job advertisements like to sound watered down and meaningless: It is not uncommon for a specialist department to have precise ideas and create a broad profile of requirements for the position. However, before the job advertisement is published, this goes through several hands and is reduced to a keyword list, which means that important points lose their importance or are omitted entirely. But the General Equal Treatment Act (AGG), which is intended to protect applicants from discrimination, also poses challenges for companies: “A HR manager told me that she was of course aware that only a man or a Ms. could do the respective job. But she would never admit that publicly,” explains journalist Florian Vollmers, author of the “Job Interview Cracker Book”. The Anxiety in front of legal steps lead in many companies to downright AGG white lies. "The decision it then often falls by gender or that Age of an applicant,” says Vollmers.

KO criterion job profile

After all, many companies are not aware of how important a meaningful job title is for them Success of their job advertisement. In the case of online advertisements, the right job title is even decisive for success. Because if a job offer is not listed at all or very far down in search queries via Google, job search engines and job exchanges, the number of applicants is correspondingly low: “The findability correlates directly with the application response.

The job title should therefore be chosen in such a way that it corresponds to the general language used by the prospective applicants,” explains Jan Kirchner, Managing Director of the personnel marketing agency Wollmilchsau and recommends checking the title for usage and distribution using Google keyword tools, for example, before publication : “Many companies have not yet implemented a framework for HR marketing analysis and invest A lot of budget goes to the wrong place every year due to incorrect job advertisements and placements in unsuitable media. Great efficiency potential could be leveraged here with little effort,” says Kirchner.

3 questions to Mike Heyden, agency Westpress

What should be the goal of a job advertisement?

It should arouse genuine interest in the applicant, inspire him and make him want to find out more. And it is important to meet target groups and their requirements. Word choice, expression and Style must fit – also with the medium and the way the content is consumed.

How do you formulate job advertisements?

Companies should stand out from the competition, avoid arbitrariness and convey: What does the company do? What exactly does the job offer? And what does the applicant gain from working here? The Tasks should be described in an understandable and realistic way, with an accurate picture of the future workplace. It should be clear which are the KO criteria and which requirements are “nice to have”.

Why do you often find other examples?

Often no attention is paid to the choice of words - one example is the difference between “desirable” and “desired”. Or the view through the glasses of the applicants is missing. Also, phrases that appear in almost every advertisement should be avoided. Which company does not claim to be innovative and to offer a pleasant working atmosphere?

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