Employer Branding: These 5 topics were particularly interesting for HR Managers 2018

Employer Branding: These 5 topics were particularly interesting for HR Managers 2018

Finding good and reliable personnel is an increasingly demanding task. This is shown not only by the statistics on vacancies, but also by the topics HR managers were most interested in – according to our DSP selfcampaign that analyses which articles managers read in 2018. For example, 43 percent of HR managers in 2018 were looking for articles on recruiting. 


Recruiting via social networks

In 2018, professional networks such as Xing and LinkedIn continued to gain importance in recruiting. According to a recent study by the job portal "Monster" in cooperation with the University of Bamberg, every tenth position is already filled via Active Sourcing. In the case of IT companies, every fifth position is filled. Anyone who writes to attractive candidates themselves via career networks in order to win them over to the company will find open ears: Almost 60 percent of the specialists prefer to be approached rather than to apply themselves. Social media channels are playing an increasingly important role here. 


Employer branding via Facebook and Co.

Among the numerous texts received from users, "social media" emerged as the second most sought-after term. In 2018, in addition to active sourcing via social networks, the company's application via social media channels was also a topic of interest to HR managers.

While Xing plays a major role in recruiting, channels such as Facebook, Instagram & Co. are particularly interesting as information channels for potential candidates. Around 60 percent of all applicants now use social media profiles to find out about employers.

For successful employer branding, it is important to pay attention to the target group: While Facebook remains an important social network for employees between the ages of 20 and 40, Instagram and Snapchat are the most important channels for younger generations who want to start training. Also, most applicants expect their own career page with serious photos and bundled information about advertised jobs at companies, as surveys show. 


Uncomplicated application processes for more success

The topic "Candidate Experience" was ranked third among the most frequently searched terms by HR managers. According to the latest EMEA Candidate Experience Research Report by Talent Board, employers can no longer do without offering candidates a good Candidate Experience during the application process. It is particularly important that the application process is kept short and uncomplicated – only then will highly sought-after qualified specialists take the trouble to apply to another company instead of staying in their current job. 


The search for suitable candidates is often difficult

The search for a "personnel consultant" or "consultant" ranked fourth among the terms most frequently read by HR managers in 2018 and shows that external consultants are often called upon to find suitable candidates for vacant positions. According to the Central Association of the German Skilled Crafts, 150,000 vacancies and 20,000 training places remained vacant in 2018. 


Job cancellations – how do I formulate correctly?

How can I legally formulate a job cancellation? What rights do I have if employees do not take up their new job? What are the most frequent reasons for cancellations? HR managers also dealt with these and similar questions in 2018. The topics "job cancellation" and "refusals" were ranked 5th among the most frequently searched terms. Even if it is not always legally necessary to send rejections, they are still a business card of a company that shows that it takes its applicants seriously and values them – provided they are formulated correctly. On the one hand, the letter must be positive and individual (in order to avoid negative evaluations, for example on job portals), on the other hand, it must remain legally secure in order not to be sued for discrimination against the applicants. Therefore it is recommended to remain as neutral as possible in writing, to leave little room for interpretation (e.g. "we have decided on the most highly qualified applicant" instead of "we have decided on someone who suits us better") and to offer the possibility of telephone feedback. 

Date: 10 January 2019, 9:01 am
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