Impressions and winners of the #SMPC: Courage in marketing and job boards are out


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Disclosure & Image Rights: The personal marketing agency Westpress has taken over our travel expenses at an event. Pictures from the creator of the video.

A few weeks ago we got up Best of HR – Berufebilder.de® Invited to submit proposals for the Social Media Marketing Innovator. Last week, at the invitation of the organizer in Hamm, I was invited to the award ceremony at the Social Media Personnel Marketing Conference (SMPC) - and learned, among other things, why job advertisements in print continue to be relevant.

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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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Social Media Marketing Innovator 2014

Jörg Buckmann, Head of Human Resource Management at Verkehrsbetriebe Zürich, won the 2013 Social Media Marketing Innovator award. He coined the term “cheeky” with his book of the same name. It was awarded by humancaps media, Westpress and WundV Job-Network, which also organized the SMPC - and in my opinion the selection of the award winners was more successful than with so many predecessors - although in need of discussion.

Buckmann's campaign was aimed at attracting more female staff to the VBZ - and the methods are more than daring: women are lured by the style consultant with neat uniforms - what a cliché - or explicitly recruited with large-format posters - a measure for which the left taz just sued.

Who wants attention, must be courageous?

It is also quite marginal to offer women an alternative to the job as a barmaid. Buckmann, who appears in yellow sneakers rather as a personal marketing rebel, frankly tells what the opposite of sexism accusations against him in the campaign and which parts of the campaign he had to withdraw for this reason.

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Nevertheless, Buckmann remains cool: “If you want to get attention in marketing, you have to provoke,” he says. In this respect, the unorthodox campaign appears to have been a complete success. Buckmann probably received the award for his cheeky, courageous attitude.

Personal Marketing rebels

In general, it was funny to hear with what tricks Personalmarketeers in Company work to advance their ideas: There are forged alliances, blogs just started so until the boss then stands out and so many are suddenly facing a Shitstorm, which was launched on Facebook by their own colleagues.

The video platform Whatchado was also awarded as "Personnel Marketing Innovation 2013". Founder Ali Mahlodji came from Vienna himself and said that two years ago he didn't even know what employer branding actually was. This is how it can be done!

Job ads in print are still relevant

Westpress CEO Christian Hagedorn presented the latest results of the media performance test Print and Online 2014. The surprise (if you compare the results of the last tests maybe not): Job advertisements in print media have even in the year 2014 relevance:

Westpress regularly evaluates not only the number of applications, but also their quality. And notes: Print advertisements reach especially those applicants who are not looking for a new job, but whose interest was only aroused, because they happened, for example, when reading the daily newspaper on the ad. From a personal point of view, maybe the more attractive applicants.

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Job advertisements are old hat?

I found the lecture by Marcus K. Reif of Ernst and Young exciting. In his opinion, the selection is purely outdated biographies and job advertisements anyway, much more is a constant exchange with the candidates asked - classic social recruiting so, we discuss the issue on Best of HR – Berufebilder.de® for years.

Equally old-fashioned is the term Work Life Balance - for Generation Y, it is simply normal for work and private life to overlap. Therein they often clashed with today's bosses, who all took their personal history as a benchmark.

How hip are the cool employers?

Whereby I ask: Is not here a little the desire of the father of thought? It may sound cool and attractive when talking about casual chattering rather than stiff talking talk, flat hierarchy and work that is fun like leisure time. And successful US companies such as Google, which is one of the most popular employers with the most regular regularity, live this new corporate culture.

Whether this really means a paradigm shift in corporate culture remains to be seen. It seems to me only a matter of time until the much-acclaimed Generation Y has understood that the confluence of work and leisure can quickly lead to self-exploitation and that the seemingly not so important salary can not be earned while celebrating by the way - coolness or no ,

My conclusion: Successful event, interesting speakers - and one or the other starting point that needs to be discussed again.

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