IT recruiting & shortage of skilled workers: How does hip employer branding work?

Maybe they are Meetings in the sauna who qualified IT-Attract skilled workers to hip tech companies in droves. But what exactly do these companies do better in terms of their employer branding than many outdated medium-sized companies?

Employee search at events

The simple answer could be: your company culture. The US photo agency Shutterstock uses Online-Job boards and social networks for her Recruiting, but also works specifically new ways: “We are looking for people who share the entrepreneurial spirit, are creative and also brave enough to be crazy ideas to develop."

Such people can be found, for example, at start-up events, Technology and Creative-Conferences around the world. We're taking a look around there," explains Shutterstock-Founders Jon Oringer. But he also cultivates a creative corporate culture: “Once a year, everyone takes Employees take part in a 24-hour hackathon and develop new ideas that a jury decides on. The winning idea is implemented. This has resulted in many product innovations over the years,” says Oringer.

Hipp sounding employer branding

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Such hip and open-sounding approaches leave IT companies particularly open and liberal act – which means that corresponding jobs are in great demand and the respective companies are regularly at the top of the rankings of top employers.

Maybe it's also the versatility of tech employers: openness and flat hierarchies are the hallmarks of many IT companies. The employees should feel good feel and contribute. At the Estonian model company Skype in Tallinn there is a sauna with WiFi for meetings, job interviews via video and general director Andrus Järg not only likes to walk around in a sweatshirt and sneakers, but also works in the open-plan office. “That allows me a very good Communication with my employees and also strengthened the cooperation with each other, ”he explains.

Personal connection to the employee

This is also crucial for Järg's compatriot Kristo Käärmann. Together with Taavet Hinrikus, he founded TransferWise in London - financed by Facebookinvestor Peter Thiel and Virgin founder Richard Branson. The founders still conduct the final recruiting talks themselves – and ask them Candidate among other things, according to special skills such as playing the piano or foreign languages.

"We ask them to teach us these," says Käärmann, whose ideal Candidate is a failed start-up founder is: “He has learned his lesson and knows his strengths and weaknesses”, explains the Estonian. However, applicants should also know and use TransferWise themselves: “Many customers find the product cool and then want to work for us. This is a new form of employee recruiting,” explains Käärmann.

Community building in recruiting

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Community building is gaining ground Significance, no longer only for personnel marketing, but also for recruiting itself. Also for Plista, which belongs to the media agency GroupM. Although the Berliners also use traditional recruitingMethods like job portals or Headhunter, but are also increasingly present at conferences, in online forums or social media networks active.

"Even the baker on the corner has worked for us," says Managing Director Christian Laase. The recipe: "We set targeted incentives to inspire a certain type of person." The employees do yoga or travel together and sometimes compete against the bosses in summo wrestling. In addition, word-of-mouth propaganda is an integral part of recruitingStrategy. “If the employees do the job Fun and they believe in us, they are happy to talk to friends and acquaintances about it,” Laase is convinced.

Trust counts: referral program for employee recruiting

TravelBird from Amsterdam has perfected this approach - with a referral program: If an employee recruits a new colleague who has proven himself, he receives a bonus. "This enables us to activate the private networks and increases the likelihood that the new colleague will suit TravelBird, its employees and the corporate culture," says Managing Director Symen Jansma.

“It's about building trust,” says LinkedIn co-founder Konstantin Guericke. Guericke has worked in various companies and positions since LinkedIn and has always walked with business partners to build trust. Among other things, he explained personnel issues, spoke to applicants or helped Stanford students with their career or start-up ideas. As a partner of the Berlin-based venture capitalist Earlybird, he also wanders with start-up founders today and explains: “If you share special experiences, it welds you together - when you hike and eat together.”

Generate media attention with unusual mediums

Unusual means also provide media awareness . Just like the viral actions on Twitter: in 2012, for example, an ironic recruiting video, in 2014 the search for the new head of communications – the media took over the distribution. At Yahoo, too, the abolition of the home office by Marissa Mayer drew attention to the human resources area - even if recruiting at Yahoo is more classic and Germany-Executive Steffen Hopf emphasizes: “The consequences of abolishing telework are consistently positive. Especially those Teamwork benefits from this: decisions can be made more quickly and the quality of the work is increased. "

Apparently it doesn't work without traditional, systematic recruiting. However, extraordinary methods not only make companies aware of the applicants, but increase Auch Team spirit and trust. The boundaries between recruiting and personnel marketing are becoming increasingly blurred.

Innovative recruiting has to become part of the corporate culture

A development that shows that innovative recruiting cannot simply be grafted on overnight, but is always part of a comprehensive process that involves all areas Company, namely his entire culture.

After all, even traditional companies from the SME have innovative recruiting ideas: The economic regions of Northern Black Forest and Heilbronn-Middle Franconia, for example, take part in Students on Snow every year, a ski event that brings HR managers and students closer together through joint sporting activities. IT companies may not have leased being cool after all.

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