A few weeks ago we went to Best of HR - Berufebilder.de® encouraged suggestions for the social media Marketing Innovator to submit. Last week I was at the invitation of the organizer in Hamm for the award ceremony at the Social Media Personal Marketing Conference (SMPC) - and I found out why, among other things Jobs in print are still relevant.

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Social Media Marketing Innovator 2014

The prize for Social Media Marketing Innovator 2013 was won by Jörg Buckmann, head of human resources management at the Zurich transport company, who, with his book of the same name, Term “Insolence” coined. It was awarded by humancaps media, Westpress and WundV Job-Network, which also organized the SMPC - and in my opinion it is the selection the winner more successful than with so many predecessors - although in need of discussion.

Buckmann's campaign aimed to attract more female staff to the VBZ - and the Methods are more than daring: Be there Women lured by the style consultant with neat uniforms - what a cliché - or explicitly advertised with large-format posters - a measure for which the left taz just sued.

Who wants attention, must be courageous?

It is also quite borderline, women a Alternatives to offer for a job as a barmaid. Buckmann, who appears more as a personal marketing rebel in yellow sneakers, tells frankly what headwind of sexism allegations he encountered during the campaign and which parts of the campaign he had to withdraw for this reason.

Nevertheless, Buckmann remains cool: “Who in marketing awareness If you want to achieve, you have to provoke,” he says. To that end, the unorthodox campaign seems a full one Success to have been. Buckmann probably received the award above all for his cheeky, courageous attitude.

Personal Marketing rebels

In general, it was funny to hear with which Tricks HR marketers in Companies have to work to their ideas to advance: Alliances are forged, blogs are started just like that, until it Executive then it strikes you and some of you suddenly find yourself facing a shitstorm on Facebook was started by my own colleagues.

The video platform Whatchado was also recognized as “Personnel Marketing Innovation 2013” ​​awarded. Founders Ali Mahlodji came all the way from Vienna and confessed that two years ago he didn't even know what employer branding actually was. That's how it works!

Job ads in print are still relevant

Westpress Managing Director Christian Hagedorn presented the current results of the print and media performance test Online 2014. The surprise here (perhaps not when you compare the results of the last tests): Job advertisements in print media are still relevant in 2014:

Westpress not only regularly evaluates the number of applications, but also their quality. And notes: Print ads reach those people in particular Candidatewho are not directly looking for a new job, but whose interest was only aroused because they happened to come across the ad while reading the daily newspaper, for example. From a personnel point of view, perhaps the more attractive applicants.

Job advertisements are old hat?

I found it exciting Lecture by Marcus K. Reif from Ernst and Young. His Opinions After that, the selection purely based on biographies and job advertisements are outdated anyway, a constant exchange with the applicants is much more important - classic social Recruiting so, let's discuss the issue on Best of HR – Berufebilder.de® for years.

The term is just as old-fashioned Work-Life-Balance – for Generation Y it is simply normal to have work and privacy flow into each other. In it, they often clashed with today's bosses, who all take their personal career as a benchmark.

How hip are the cool employers?

Whereby I ask: Isn't the wish the father of the thought here? It may sound cool and attractive when of easygoing chitchat rather than stiff job interview, flat hierarchy and work that Fun does like free time that Rede is. And after all, successful US companies like Google, which is one of the most popular employers with great regularity, exemplify this new corporate culture.

It remains to be seen whether this really means a paradigm shift in corporate culture. It seems to me that it is only a matter of time before the much-courted Generation Y also understands that the merging of work and leisure time fast can lead to self-exploitation and that the apparently not so important salary cannot be earned while partying - coolness or not.

My conclusion: Successful event, interesting speakers - and one or the other starting point that needs to be discussed again.