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Berufseinstieg mit Social Media      im Spannungsfeld Diversity und Divide       Prof. Dr. Ilona Buchem       Gastprofesso...
Gender-Diversity                            • Nachfolgeeinrichtung des Projektverbundes                             Chance...
Patchwork-Biographien                               • Das Ende der geradlinigen                                 Lebensläuf...
Berufseinstieg: Vielfalt der Wege                                                                                 Frauen  ...
Frauen im Karriere-Labyrinth                            Labyrinth statt der gläsernen Decke:                            Fr...
Social Media im Berufs-Labyrinth                            http://farm7.staticflickr.com/6106/6345924578_dd560fd5a5_z.jpgW...
Social Media    Social Media    ist viel mehr als    Facebook!                            http://www.ethority.deWednesday,...
Blog: Selbst- und Fremderfahrung      Spiel-Raum für den professionellen Identitätsaufbau                                 ...
Xing: Identitäts- und Kontaktmanagement      Selbstsozialisation in der Fachkultur                                        ...
Twitter: Beziehungs- und Informationsmanagement      Zugang, Distribution, Erschließung, Bewertung                        ...
Social Netzwerke in Deutschland      Private vs. berufliche Nutzung                                  • 53% der Internetnutz...
Geschlechterspezifische Mediennutzung                                                                       •Experimentelle...
Social Screening/Reputations-Check im Netz       Studie von Harris Interactive 2012 (USA)               36% der Arbeitgebe...
Social Media als Chance        Kriterien für eine Einstellung             29% der Personaler stellen aufgrund der Aktivitä...
Social Media als Risko        Ausschlusskriterien für eine Einstellung              49%                        45%        ...
Identitätsbasierte Markenbildung        Reputationsmanagement in Social MediaWednesday, December 5, 12
Patchwork-Identität         Darstellung und Aggregation von Teilidentitäten                                          Heine...
Beruflich einsteigen mit      kritischen Medienkompetenzen    • Selbstbestimmung    • Selbstorganisation    • Selbsteinbett...
Danke                            Prof. Dr. Ilona Buchem                            Gastprofessorin Digital Media & Diversi...
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Berufseinstieg mit Social Media

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Auftaktveranstaltung: Projekt "Perspektiven 2.0", Heinrich Böll Stiftung Berlin 06.12.2012

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Berufseinstieg mit Social Media

  1. 1. Berufseinstieg mit Social Media im Spannungsfeld Diversity und Divide Prof. Dr. Ilona Buchem Gastprofessorin Digital Media & Diversity Medienforschung und Chancengleichheit Beuth Hochschule für Technik Berlin FBI Wirtschafts- und Gesellschaftswissenschaften GuTZ Gender- und Technik-Zentrum Perspektive 2.0: Beruflich einsteigen mit kritischen Medienkompetenzen, Auftaktveranstaltung: 06 Dezember 2012, Heinrich Böll StiftungWednesday, December 5, 12
  2. 2. Gender-Diversity • Nachfolgeeinrichtung des Projektverbundes Chancengleichheit für Frauen (Projekt der Hochschulleitung 2001-2009) • Mit GuTZ wird die Förderung der Chancengleichkeit und Gender-Mainstreaming an der HS verankert • Strukturelle Hindernisse für die Chancengleichheit von Frauen in Forschung und Lehre zu überwinden • Frauenanteile in Naturwissenschaften und Technik zu erhöhen • Genderaspekte in Forschung und Lehre zu integrierenWednesday, December 5, 12
  3. 3. Patchwork-Biographien • Das Ende der geradlinigen Lebensläufe • Individualisierte Lebensentwürfe • Flexible Arbeitsverhältnisse • Befristete Stellen, häufiger Job- Wechsel • Prekäre Arbeitsverhältnisse (z.B. Jobhopper, Cappucino-Worker) • Berufliche Unsicherheit http://cdn.buzznet.com • Beschäftigungsfähigkeit (Employability) wird immer wichtigerWednesday, December 5, 12
  4. 4. Berufseinstieg: Vielfalt der Wege Frauen •Mehrere Übergänge in das Berufsleben •Vielfalt der Qualifizierungsformen •Vielfalt der Arbeitsformen http://www.atkearney361grad.de/wp-content/uploads/2012/08/Grafik5.jpegWednesday, December 5, 12
  5. 5. Frauen im Karriere-Labyrinth Labyrinth statt der gläsernen Decke: Frauen scheitern nicht erst an höheren Punkten der Karriereleiter, sondern an vielen verschiedenen Stellen auf dem Weg dorthin, z.B.: • Familie als Stolperstein für die Erwerbsbeteiligung (z.B. 84% der Frauen ohne Kinder und 42% mit Kinder sind berufstätig (Alter: 26-27), Hans- Böckler-Stiftung 2012) • Stereotype Überzeugungen und traditionelle Rollenbilder, u.a. 35% im Alter 31-45 in West-DE stimmen zu: “es ist besser, wenn die Frau zu Hause bleibt und sich um den Haushalt und die Kinder kümmert” (Hans-Böckler-Stiftung, 2008)Wednesday, December 5, 12
  6. 6. Social Media im Berufs-Labyrinth http://farm7.staticflickr.com/6106/6345924578_dd560fd5a5_z.jpgWednesday, December 5, 12
  7. 7. Social Media Social Media ist viel mehr als Facebook! http://www.ethority.deWednesday, December 5, 12
  8. 8. Blog: Selbst- und Fremderfahrung Spiel-Raum für den professionellen Identitätsaufbau • Grafik-Designerin • Mehrere Blogs zu Webdesign • Blogs: pixelgraphix.de, manuela-hoffmann.info, surfgarden.deWednesday, December 5, 12
  9. 9. Xing: Identitäts- und Kontaktmanagement Selbstsozialisation in der Fachkultur • Mobile Zeitgeist: Online Magazin zum Mobile Business • Gegründet 2006 von Heike Scholz (Diplom-Kauffrau) • Wirtschaftswoche nominiert sie zu einem der Top-100 Internet-Vordenker in Deutschland (2012) • mobile-zeitgeist.com: 45.000 Aufrufe pro Monat http://www.wiwo.de/technologie/digitale-welt/plaetze-21-bis-100-welche-menschen-die-deutsche-internetwirtschaft-bewegen-seite-all/6598926-all.htmlWednesday, December 5, 12
  10. 10. Twitter: Beziehungs- und Informationsmanagement Zugang, Distribution, Erschließung, Bewertung • i-Potentials: Personalberatung für den Arbeitsmarkt der digitalen Wirtschaft • Gründerin und Geschäftsführerin: Contanze Buchheim • Wirtschaftswoche nominiert sie zu einem der Top-100 Internet-Vordenker in Deutschland (2012)Wednesday, December 5, 12
  11. 11. Social Netzwerke in Deutschland Private vs. berufliche Nutzung • 53% der Internetnutzer nutzen SN (BITKOM 74%, Social Media Atlas 64%). • Frauen in allen Altersgruppen Soziale Netzwerke (2012) https://www.destatis.de kommunizieren häufiger als Männer über SN privat. • Unter 10% nutzen SN beruflich: 11% Männer und 7% Frauen • EU-Vergleich: Berufliche Nutzung von SN liegt in DE bei dem EU-Durchschnitt von 10%. • Spitenreiter sind Lettland (79%) und Ungarn (76%) http://tobesocial.de/Wednesday, December 5, 12
  12. 12. Geschlechterspezifische Mediennutzung •Experimentelle oder spielerische Aneignung von Medientechnik gilt als männliche Praxis. •Die Pflege sozialer Kontakte und die Überwindung sozialer Isolierung gilt als weibliche Praxis. "Frauen fühlen sich seltener ermächtigt, öffentlich zu sprechen. Das ist das Ergebnis jahrelanger kultureller Prägung." http://www.kultur.uni-hamburg.de/technikforschung/download/Schoenberger_dgv_kongress_Main_preprint.pdfWednesday, December 5, 12
  13. 13. Social Screening/Reputations-Check im Netz Studie von Harris Interactive 2012 (USA) 36% der Arbeitgeber betreibt Social Screening (befragt wurden über 2.300 Manager und HR Spezialisten) http://www.careerbuilder.com/JobPoster/Resources/page.aspx?pagever=2012SocialMedia&template=none&sc_cmp2=JP_Infographic_2012SocialMediaWednesday, December 5, 12
  14. 14. Social Media als Chance Kriterien für eine Einstellung 29% der Personaler stellen aufgrund der Aktivitäten im Web 2.0 ein 58% 55% 54% 51% 49% 44% 34% bessere Abgleich mit Vielfältige Exzellente Professionelle Kreativität Gute Einschätzung Qualifikationen Interessen Kommunikations Selbstdarstellung erkennbar Referenzen der Persönlichkeit stimmt erkennbar -KompetenzenWednesday, December 5, 12
  15. 15. Social Media als Risko Ausschlusskriterien für eine Einstellung 49% 45% 35% 33% 28% 22% provokative Indizien für Schwache Über Diskriminierende Lügen über eigene Fotos Alkohol- und Kommunikations Arbeitgeber, Kommentare, Kollegen Qualifikationen Informationen Drogenkonsum -Kompetenzen z.B. schlecht Gender, Religion reden http://www.careerbuilder.com/JobPoster/Resources/page.aspx?pagever=2012SocialMedia&template=none&sc_cmp2=JP_Infographic_2012SocialMediaWednesday, December 5, 12
  16. 16. Identitätsbasierte Markenbildung Reputationsmanagement in Social MediaWednesday, December 5, 12
  17. 17. Patchwork-Identität Darstellung und Aggregation von Teilidentitäten Heiner Keupp: Identitätskonstruktion als permanente Passungs- und Verknüpfungsarbeit http://www.ipp-muenchen.de/texte/keupp_dortmund.pdf http://img.mappio.com/philippeboukobza/mind-mapping-my-digital-identity-Large.jpgWednesday, December 5, 12
  18. 18. Beruflich einsteigen mit kritischen Medienkompetenzen • Selbstbestimmung • Selbstorganisation • Selbsteinbettung (Fachkultur) • Medien als Spiel-Räume-Nutzen (Identität) • Beziehungsaufbau (soziales Kapital) • Projekte als Teil der flexiblen Arbeitsidentität • Konstruktive und kontinuierliche SelbstverortungWednesday, December 5, 12
  19. 19. Danke Prof. Dr. Ilona Buchem Gastprofessorin Digital Media & Diversity http://ibuchem.wordpress.com/Wednesday, December 5, 12

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