Personals: (too) enthusiastic about their own ideas?
Yesterday I received the tweet from Heiko Schomberg, HR Manager at Detecon International. He was enthusiastic about the Bayersong, which Bernd Schmitz, Head of University and Talent Relations at Bayer, once again presented 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!
Nice but inauthentic
It can be found on youtube only this two-minute short version. Last year, I had the "good luck" of attending a press event to "see" the making of - it took about an hour to complete, and there was also a talk on that.
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:
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:
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.
Was the video for the service anniversary still perceived as a sympathetic gesture of the company and reached in this way also corresponding call numbers and comments, this was the follow-up video, which is clearly advertising, then apparently not so.
For in the call numbers, it has apparently helped a little mysteriously, as it became clear that viral success of the video leaves 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" has it early on the point: "I think that has only so many clicks because of such pages as steampower. net. after all, here are just 3 comments but 85.578 views. "
Please keep the target group in mind!
It is clear: Who wants to sell, must be convinced of his product - because only then the enthusiasm is transferred to others. This applies to employer branding as well as to 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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