Social media recruiting in medium-sized companies: professionalization & strategy required

Social networks are on everyone's lips. The opportunities of this innovative approach have also reached the boardroom. But slowly disillusionment is spreading here - and especially that SME finds it difficult.

Innovative concepts are needed

What is needed are innovative and profound concepts Background. Both seem to be missing, especially in medium-sized companies: Employers limit themselves in their chances when looking for qualified personnel.

The number of unoccupied apprenticeships increases every year. Lastly, 37100 apprenticeships could not be filled. This is 10% more than last year. In addition to an increasing interest in study possibilities, the reason for this was the difficulty of finding suitable apprentices.

Businesses only need to pick up potential employees?

The books on the subject (advertising)

The press release on the vocational training report also states that the number of vacant apprenticeship positions is a long-term high.

Everything could be so simple, if you believe in numerous lectures and social media workshops. Typical statements here:

• One reaches qualified applicants 24 hours daily.
• Really qualified staff can be found in the company's fan base.
•  Companies just have to pick them up.

This perception is supported by the results of a recent study. Of the ADP Social Media Index (ASMI) example underlines that not even every second company has a social media Strategy owns. This would be necessary and could provide help at the points where it is currently needed.

Employer Branding or self-marketing for specialists

A look at Wikipedia shows that the battle for skilled workers is a question of marketing. In contrast to RecruitingEmployer branding, whose task it is to recruit staff for a previously defined need in a cost-effective manner, takes a more in-depth approach.

Based on the search for suitable personnel, the company sees itself as Candidate in the workforce. It uses funds from the Marketing, in order to establish yourself as an attractive employer, to set yourself apart from the competition and to find suitable specialists.

Companies and HR need the Mindshift

Discounts for your success (advertising)!

Company and thus also HR Departments have to go through a mind shift in order to meet the changed requirements: Marketing describes the specific orientation of the Company on the market. It is geared towards the needs of the target group and is responsible for recognizing and reacting to changes in it. The basis for this is the marketing strategy, which should be checked and adjusted at regular intervals.

If this is transferred to the virtual space, the connection to the ASMI is explained. If the social media strategy is missing, the employer branding is inaccurate. Without a plan nothing can be done, the interim conclusion can be brought to the point.

“And then please post that on Facebook"

The time of cat content is over, as is taking over the care of social networks without in-depth knowledge. Without having a strategy for attracting new workers, suitable ones Measures To define and implement these, a job advertisement looks like a slip in professional corporate communication. The Effect to possible interested parties results from the context. In this way, companies cut themselves off from existing potential at an important point.

Actually offer social networks companies the opportunity to recruit qualified personnel. After one of the basic ideas of employer branding is a good one Employees someone who fully identifies with the employer and its values. If an interested party sits down before the Application dealing with the company out of his own interest, he is intrinsic motivated. Gaining such interests as an employee conforms the person to the expectations behind employer branding. The acquisition of numerous brand ambassadors can also be entrepreneurial risks house.

Weak vs strong ties or the brand ambassador must look beyond the box

Follow the Network theory of Mark Granovetter, which deals with strong and weak bonds in companies, the danger arises for companies that focus on attracting brand ambassadors. Just weak ties are for him Success strong connections needed according to Granovetter. If you transfer this to a company that is in competition, the ability to Innovation under this strategic decision To suffer.

If you go from the Idea of Design Thinkings as a model for describing innovation in companies, explains why companies should not rely solely on employer branding, and social networks and the fanbase gained there can only be a channel for building an employer branding strategy.

Innovations arise from new impulses

Innovation arises from new impulses that deviate from the existing path. Therefore, after analyzing and understanding a problem, it is important to transfer it to an idea. Thinking known as 'out of the box' is therefore an elementary component of design thinking.

If a company uses personnel exclusively for persons who are brand ambassadors, this could be a competitive disadvantage. For this reason it is necessary for companies to create professionalization in the competition for skilled workers and, on the other hand, to focus not only on their own fanbase.

Without professionalism and strategy it does not work

The thoughts outlined above explain the need for a strategy, especially for medium-sized companies. Weighing between different tactics that serve certain purposes Set achieving is an essential part of a strategy process. At the same time, it can be a competitive disadvantage to forego it and thus to insufficiently use one's own potential.

But this also creates new opportunities for the social media profession: while Guido Augustin explains that the social media manager is dead, since it is a competence and not a professional image, the ASMI is a great requirement in this area. As long as the competence discussed by Augustin is not yet available, the social media manager's profession, which specializes in personnel management, should not be overstated.

2016: Professional Social Media offers opportunities for small and medium-sized businesses

2016 will also be the year in which the work areas in the social mediaIndustry further professionalize by opening up further areas of companies from the point of view of the changed market environment. It's the job of these social media professionals to adapt to changing demand, align their service offerings with demand, and do their own marketing.

The all-round social media manager is increasingly being replaced by people who are responsible for social media and Competencies Bring along from other areas - social media recruiting is just one example. This holds new opportunities, especially for medium-sized companies.

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