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{Replica} How Bayer wants to attract skilled workers with a recruiting song: It's gonna be a good day?

Yesterday the social media celebratedHR-Scene itself again - at the Social Media Personal Marketing Conference (SMPC) in Kerpen near Cologne. The innovator awards won the usual suspects and everyone seemed happy too. If only you don't lose sight of the target group out of sheer enthusiasm!

Schmitz-smpc

Personals: (too) enthusiastic about their own ideas?

Yesterday I received the above tweet from Heiko Schomberg, HR from Detecon International. He was enthusiastic about the Bayersong, which Bernd Schmitz, Head of University and Talent Relations at Bayer, presented again at the SMPC.

And you can partially understand the enthusiasm, because the basic idea is really good: Employee Karlheinz was surprised to the forty-year service anniversary in the canteen with a specially composed song and flash mob of colleagues. Nice idea, honoring old employees in such a way - actually!


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Nice but inauthentic

You can only find this two-minute short version on youtube. Last year I was “lucky” to be “allowed” to watch the making of at a press event - the whole thing lasted about an hour, plus there was a lecture on it.

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In principle, I am pleased when people enjoy their work and bring it to the outside world. And in principle, it's also interesting to know how such a song is created. If it had been an honest look behind the scenes. Here is an excerpt that can still be found on youtube:


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A basic problem of the scene: classic PR in a new guise

Unfortunately, the whole video and the related presentation seemed to be a bit of a challenge for me - the audience just saw what they should see from a business perspective. With a real flash mob that is about spontaneity, it had nothing to do for me. Rather with classic PR, trying to put in new clothes.

Authenticity? Wrong! And so it was quite boring. The fact that Bayer is still acclaimed for this idea by other staff and was also awarded the Social Media Innovator Award yesterday only shows the basic problem. that has the whole social media HR scene:

Real social media failed in corporate structures

On the one hand, one would like to work with social media, is euphoric, and has good ideas; however, the complete implementation fails due to the classic company structure. And so a classic advertising product comes out again.

To be honest, how realistic is it today in times of mobility, job hopping, fluctuation and economic crises, that young people will eventually celebrate their fortieth anniversary at one Company to celebrate? How realistic is it even today to do the same job for 40 years?

Old baking and still hipp?

Bayer, however, took the advantage of the hour with this video to suggest just that: that you could get a solid, secure job in such a traditional company. Stale and yet hip - the contradiction is easily resolved:

At the same time, you want to catch up with a lively, catchy song, which moves musically at the level of the Eurovision Song Contest, supported by a pretty singer, young people. Only I doubt that this music style has so completely met the taste of the target group.

Professionals win with a recruiting song?

For the company is actually about the future specialists of tomorrow of itself to win. They will hardly be convinced by such a song, but ultimately only by the facts like working conditions, development opportunities and the salary.

But the main thing, the staff and marketing executives like it - so good that one of the birthday serenade made ado the new Bayer recruiting song, which was professionally recorded by employees of the company.


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Viral marketing with targeted fetch numbers?

The anniversary video was still considered personable gesture of the company and in this way also achieved the corresponding number of hits and comments, this was apparently no longer the case with the follow-up video, which is much more promotional.

Because with its access numbers one has apparently helped a little in a mysterious way when clear that viral success of the video leaves much to be desired - as video punk Markus Hündgen explains:
More than 130 000 releases - there should hum the comments. Or not. Whole 18 comments got lost in the video. Two of them are spam, three are removed and the poor remnant are only moderately enthusiastic. A user with the name "Tumbolisu" got to the point at an early stage: “I think he only has so many clicks because of sites like steampowers. net. after all, there are only 3 comments but 85.578 views. "

Please keep the target group in mind!

One thing is clear: who sell wants, has to be convinced of his product - because only then will the enthusiasm be transferred to others. That applies to Employer Branding just like for all other marketing areas.

Euphoria and enthusiasm for what you do is great and helpful. You should never lose sight of your target group.

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11 responses to "{replica} How Bayer wants to attract skilled workers with a recruiting song: It's gonna be a good day?"

  1. Impressions & winners from #SMPC: Courage in marketing & job fairs are out | PROFESSIONAL PICTURES says:

    [...] who also organized the SMPC - and in my opinion the selection of the award winners is more successful than with some of its predecessors - even if [...]

  2. Vanessa says:

    You're on top of the game. Thanks for sharnig.

  3. Lutz Altmann says:

    we should simply telephone times

  4. Lutz Altmann says:

    An interesting and controversial article with many important suggestions. Of course, there's something about the Social Media HR scene celebrating a bit with such an award. Incidentally, all (marginal) areas do this, whether advertisers, online users or journalists. So everything is a little normal. But as organizer of the Social Media Personnel Marketing Conference, I am sure that I can see this a little differently. ;-)

    Anyone who has ever been to the SMPC knows that the speakers will take a look behind the scenes of social media activities. Here, often in contrast to many other events reported by Lessons Learned. And these are often negative or sobering experiences. Exactly this combined with the long networking and communication breaks bring a lot of movement into the HR scene. That's why an event like the SMPC is an important start. We all have to always see where we come from, especially in the HR area. Labor regulations and high internal and external (communication) hurdles do not always make the way easy. But we should not complain, because here we can learn a lot from others, especially in the HR scene. A more frequent exchange would be very advisable here. Herewith we should start soon and discuss together.

    The price of the social media personal marketing innovator, also co-initiated by us, certainly belongs a little in the category of "self-celebrations". Like many others, we also honor internal activities. Here we primarily have a look at the HR scene and see where the companies from the last few years really come from and many of them are still frightening. The number of potential innovators is still manageable. But we are all working to continuously improve this. There is still a lot to be done here. Here, too, a constant, overarching exchange would bring more transparency.

    The developments at the Bayervideo Recruiting Song I will also inquire directly with the contact partners. Concerning. of the further comments on the Bayer Flashmob, I would be happy about a joint, controversial discussion. Hopefully, this will happen at one of the next events or otherwise.

    Best greetings from the road

    Lutz Altmann

    • Simone Janson says:

      Hello Mr. Altmann,
      I admit that I have expressed the issue somewhat polemically. And I am all the more pleased if you could win something positive.
      As you can see, the problem is in the different filter bubbles: and each follows its own rules. Personnel meet the personnel, are interested in the one. Journalists meeting the journalists are interested in the other. So far, so normal. Presumably, Berlin journalists who meet each other are just as boring for outsiders.

      It is difficult if you have to look out of your own filter bubble because you want to reach a different target group: the recruiter the young top-level workers, the journalists their readers: Then, precisely these cultural differences become the problem. There has just been a study, too, which I will write again in the coming days.

      I would be happy to have a discussion about the click swindle. As for the events: On September 27th, as part of the Social Media Week http://socialmediaweek.org/, which I help organize as the project manager of our institute, we also have a recruiting track with various events - maybe this is interesting for you?

      Regards
      Simone Janson

  5. Oelze Consult says:

    # Profession How Bayer wants to recruit professionals with a recruiting song: It's gonna be a good day?

  6. Holger Froese says:

    How Bayer wants to win with a recruiting-song specialist: It's gonna be a good day? #Business

  7. Richard de Hoop says:

    Music! RT @simonejanson: How Bayer wants to win a recruiting song specialist: It's gonna be a good day? #G

  8. Liane Wolffgang says:

    How Bayer wants to attract skilled workers with a recruiting song: It's gonna be a good day ?: Yesterday th ...

  9. Wolfgang Gumpelmaier says:

    As Bayer wants to win a recruiting song specialist: It's gonna be a good day? #G

  10. Simone Janson says:

    As Bayer wants to win a recruiting song specialist: It's gonna be a good day? #G

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