IT recruiting and a shortage of skilled workers: How does hip employer branding work?



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Maybe it's meetings in the sauna that attract skilled IT professionals in droves to hip tech companies. But what exactly do these Company in terms of their employer branding better than many dusty looking SMEs? IT recruiting and a shortage of skilled workers: How does hip employer branding work? lead1


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Employee search at events

Overview

The simple answer could be: your corporate culture. US agency Shutterstock uses online job boards and social networks for its recruiting, but also purposely breaks new ground: "We are looking for people who share the entrepreneurial spirit, who are creative and brave enough to develop crazy ideas."

Such people can be found, for example, at StartUp events, technology and creative congresses around the globe. That's where we look for ourselves, "explains Shutterstock founder Jon Oringer. But he also cultivates a creative corporate culture: "Once a year, all employees take part in an 24-hour hackathon and develop new ideas, which are decided by a jury. The winner idea is implemented. Over the years, many product innovations have been created, "says Oringer.

Hipp sounding employer branding

Overview

Such hip and open-sounding approaches make IT firms look particularly open and liberal - which means that jobs are in great demand and that the respective companies are regularly ahead in the rankings of top employers.

Perhaps it is also the versatility of tech employers: openness and flat hierarchies are the hallmarks of many ITCompany, The employees should feel comfortable and contribute. At the Estonian flagship Skype in Talinn, there is a sauna with Wi-Fi for meetings, video interviews and General Director Andrus Järg not only enjoys running in sweatshirt and sneakers, but also working in the open-plan office. "This enables me to communicate very well with my employees and also intensifies cooperation with one another," he explains.

Personal connection to the employee

Overview

This is also crucial for Järgs compatriot Kristo Käärmann. Together with Taavet Hinrikus, he founded TransferWise in London - financed by, among others, Facebook investor Peter Thiel and Virgin founder Richard Branson. The founders still hold the final recruiting talks themselves - asking the applicants for special skills such as playing the piano or learning foreign languages.

"We ask her to teach us this," said Käärmann, whose ideal candidate is a failed StartUp founder is: "He has learned his lesson and knows his strengths and weaknesses," said the Este. Applicants should also know and use TransferWise themselves: "Many customers find the product cool and want to work for us. This is a new form of employee recruiting, "explains Käärmann.

Community building in recruiting

Overview

Community building is gaining in importance, not just for personnel marketing, but also for recruiting itself. Also for Plista, which belongs to the media agency GroupM. Although Berliners also use traditional recruiting methods such as job portals or headhunters, they are also increasingly active at conferences, online forums or social networks.

"Even the baker on the corner has already worked for us," says Managing Director Christian Laase. The recipe: "We set targeted incentives to inspire a certain stroke of man." The employees do yoga or traveling together and sometimes compete against the bosses at the Summoringen. In addition, word-of-mouth propaganda is a firm recruiting strategy. "If the employees enjoy the job and they believe in us, they like talking to friends and acquaintances about it," says Laase.

IT recruiting and a shortage of skilled workers: How does hip employer branding work? lead2

Trust counts: referral program for employee recruiting

Overview

TravelBird from Amsterdam has perfected this approach - with a referral program: If an employee advertises a new colleague who proves himself, he receives a bonus. "We are thus activating private networks and increasing the likelihood that the new colleague will fit in with TravelBird, its employees and corporate culture," says CEO Symen Jansma.

"It's about building trust," says LinkedIn co-founder Konstantin Guericke. Guericke has worked in various companies and positions since LinkedIn and has always hiked with business partners to build trust. Among other things, he explained personnel issues, spoke with applicants or helped Stanford students with their career or start-up ideas as a mentor. Today, as a partner of the Berlin venture capitalist Earlybird, he also moves with StartUp founders and explains: "If you share special experiences, that welds you together - while hiking together and eating."

Generate media attention with unusual mediums

Overview

Unusual funds, however, also provide media attention. Like the viral actions of Twitter: 2012 an ironic recruiting video, 2014 the search for the new head of communications - the distribution took over the media. Even with Yahoo, the abolition of the home office by Marissa Mayer directed the view to the personnel area today - even if the recruiting at Yahoo rather classic fails and Germany boss Steffen Hopf stresses: "The consequences of the abolition of teleworking are consistently positive. Teamwork in particular benefits from this: Decisions can be made faster and the quality of work is increased. "

It does not seem to be possible without traditional, systematic recruiting. But exceptional methods not only bring companies closer to the candidates, but also increase team spirit and trust. The boundaries between recruiting and personnel marketing are becoming increasingly blurred.

Innovative recruiting has to become part of the corporate culture

Overview

A development that shows that innovative recruiting can not simply be grafted on from one day to the next, but is also always part of a comprehensive process involving all areas of a company, its entire culture.

After all, even traditional medium-sized companies have innovative recruiting ideas: the economic regions of Northern Black Forest and Heilbronn-Mittelfranken, for example, attend the annual Students on Snow, a ski event that brings HR managers and students closer together for joint sporting activities. The coolness of IT companies may not have leased for themselves.


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  1. Leonard Seegmüller

    Since there were two cancellations on Monday in the e-mailbox, I remembered this blog again. I think that nowadays employers are looking for a much more specialized workforce than before. It used to be when you were a mechanical engineer to be able to fill a technical position. Lack of expertise was then achieved on-the-job ". Today, engineers are looking for mechanical engineering specializing in manufacturing technology with a machining department for the construction of an 5-axis CNC milling machine. This annoying development is also made clear by the fact that more and more technical colleges are offering more and more specialized courses. Employers do not want to invest in the staff today, but look for so long, until they find just the right piece of the puzzle with the right corners. No wonder you are screaming "Skilled labor shortage". And on the other hand, thousands of engineers are waiting to be sculpted.

    • Simone Janson

      Thank you for your comment!

  2. Competencepartner

    Contribution to Employer Branding in LEAD DIGITAL: What makes hip IT companies better ?: In the a ... # Profession #Education

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