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Employer Branding und Recruting in Zeiten von Social Media – Tobias Kärcher von Jobtweet.de auf dem 11. Twittwoch zu Berlin

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Employer Branding und Recruting in Zeiten von Social Media – Tobias Kärcher von Jobtweet.de auf dem 11. Twittwoch zu Berlin

  1. 1. Employer Branding und Recruiting in Zeiten von Social Media
  2. 2. Der Begriff Branding (…) wird in der Wirtschaft für eine enge Koppelung von Produkt, Marke, Unternehmen und Konsument verwendet. Employer Branding (…) ist eine unternehmensstrategische Maßnahme, (…) um ein Unternehmen insgesamt als attraktiven Arbeitgeber darzustellen und von anderen Wettbewerbern im Arbeitsmarkt positiv abzuheben.
  3. 3. Für große Unternehmen heißt Employer Branding: Eine Erlebniswelt für Arbeitnehmer gestalten.
  4. 4. Das ist für diese nicht schwer, denn Großunternehmen… sind publik. haben bekannte Produkte. sehen ihr Arbeitsumfeld und Betriebsklima in den Medien diskutiert. haben finanziell großen Spielraum für entsprechende Kampagnen.
  5. 5. Für kleine und mittlere Unternehmen heißt Employer Branding: Für Bewerber existent sein.
  6. 6. Das ist für diese nicht einfach, denn Mittelständler… verkaufen Produkte, die nur bedingt bekannt sind. oder sehr speziell sind. (Niche Player) haben keine Medienpräsenz. sind finanziell eingeschränkt. Und Start-Ups haben… eine Idee. kein Budget.
  7. 7. Mit Social Media kann man hier Mit überschaubaren Kosten ein großes Publikum erreichen Zielgruppengerecht kommunizieren Schon bei der Bewerberansprache in direkten Dialog treten
  8. 8. Blogs •detaillierter Unternehmenseinblick möglich •persönlich •planbar •zeitaufwändig •erfordert viel und regelmäßigen Content •„Eintrittsbarriere“
  9. 9. YouTube •Bewegtbild •hohes virales Potential •hohe Reichweite •Kommunikation eingeschränkt •wenig Bindungspotential
  10. 10. Twitter •überschaubarer Aufwand •hohes Dialogpotential •schnell und dynamisch •Dialog sehr öffentlich
  11. 11. Facebook •hohes Dialogpotential •hohes Vertrauen innerhalb der Community •Nutzer kritisch und sensibilisiert
  12. 12. Mit über 400 Millionen Usern das mit Abstand größte Social Network der Welt 9.1 Millionen deutsche Nutzer im April 2010 50% der Nutzer loggen sich mindestens einmal täglich ein. 55 Minuten verbringt der durchschnittliche Nutzer täglich auf Facebook 1,26 Millionen Statusupdates in Deutschland täglich 130 Freunde hat ein Facebooknutzer im Schnitt
  13. 13. JOB Mitarbeiter werben Mitarbeiter
  14. 14. JOB Mitarbeiter werben Mitarbeiter
  15. 15. JOB Mitarbeiter werben Mitarbeiter
  16. 16. Verbreiten von Jobangeboten im eigenen Facebook-Netzwerk
  17. 17. Einstiegstipps für Employer Branding im Social Web 1. Zielgruppe bestimmen 2. Authentisches Selbstbild herausarbeiten 3. Handlungskonzept erstellen •Eine Social Media Präsenz ist keine Kommunikation, sondern ein Kommunikationsmittel! •Kein Auftritt ist besser als ein schlecht gepflegter!
  18. 18. Pics: Informatique Steve Burt Alex Barth jobstriker.de atenta.de atenta Personalberatung Frankenstraße 29 20097 Hamburg Tel: +49 (0)40 530 293 82 Fax: +49 (0)40 530 293 75

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