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Best of HR – Berufebilder.de®Katharina Heder is a digital media manager and consultant. After studying German, Heder trained as a new media manager with a focus on sports and completed a degree in business administration with a specialization in online communication. She advises companies on strategic communication in social networks as an expression of part to understand one's own business model. At the same time, she uses social media strategies to develop new business models. Katharina is interested in the subject of training and further education for social media managers when she is not following various sports. You can also find more articles from her on the SocialMedia blog. Her portfolio can also be found on Torial. More information at frauheder.de/

Social media recruiting in SMEs: professionalization and strategy in demand

Social networks are on everyone's lips. The chances of this innovative approach have also reached the boardroom. But slowly disillusionment is spreading - and especially the middle class is having a hard time. Best of HR – Berufebilder.de®

Innovative concepts are needed

Innovative concepts and profound knowledge are needed. Especially in the middle class, there seems to be a lack of both: employers are cautious in their chances of finding qualified staff.

The number of unoccupied apprenticeships increases every year. Lastly, 37100 apprenticeships could not be filled. This is 10% more than last year. In addition to an increasing interest in study possibilities, the reason for this was the difficulty of finding suitable apprentices.

Businesses only need to pick up potential employees?

The press release on the vocational training report also states that the number of vacant apprenticeship positions is a long-term high.

Everything could be so simple, if you believe in numerous lectures and social media workshops. Typical statements here:

  • One reaches qualified applicants 24 hours daily.
  • Really qualified staff can be found in the company's fan base.
  •  Companies just have to pick them up.

This perception is supported by the results of a recent study. Of the ADP Social Media Index (ASMI) emphasizes that not even every other company has a social media strategy. This would be necessary and could help at the points where it is currently needed.

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Employer Branding or self-marketing for specialists

A look at Wikipedia shows that the struggle for professionals is a matter of marketing. In contrast to recruiting, whose job it is to procure cost-effective personnel for a previously defined need, employer branding has a more in-depth approach.

From the search for suitable personnel, the company itself understands itself as an applicant for the workforce. It uses funds from marketing in order to stand as an attractive employer, to separate itself from the competition and to find suitable specialists.

Companies and HR need the Mindshift

Companies and therefore also HR departments have to go through a mindshift in order to meet the changing requirements: Marketing describes the concrete direction of the company in the market. It addresses the needs of the target group and is responsible for recognizing and responding to changes in this. The basis for this is the marketing strategy, which is to be reviewed and adapted at regular intervals.

If this is transferred to the virtual space, the connection to the ASMI is explained. If the social media strategy is missing, the employer branding is inaccurate. Without a plan nothing can be done, the interim conclusion can be brought to the point.

“And then please post that on Facebook"

The time of cat content is over, as is the assumption of looking after social networks without in-depth knowledge. Without having a strategy for attracting new workers, defining suitable measures and implementing them, a job advertisement acts as a slip in professional corporate communication. The effect on possible interested parties results from the context. Companies are thus curtailing themselves at an important point for existing potential.

In fact, social networks offer companies the opportunity to attract qualified personnel. According to one of the basic ideas of employer branding, a good employee is someone who is fully identified with the employer and its values. If an interested person is already present before the Casting He is intrinsically motivated in his own interest. If you gain such an interest as an employee, the person meets the expectations behind employer branding. The acquisition of numerous brand ambassadors can also harbor entrepreneurial risks.

Weak vs strong ties or the brand ambassador must look beyond the box

Follow the Network theory of Mark Granovetter, which deals with strong and weak ties in companies, the risk arises for companies that focus on winning brand ambassadors. It is precisely weak bonds which are necessary for the success of strong compounds, according to Granovetter. If this is transferred to a company that is in competition, the ability to innovate may suffer from this strategic decision.

If one starts from the idea of ​​the Design Thinkings as a model for describing innovation in companies, explains why companies should not rely solely on employer branding, and social networks and the fanbase gained there can only be a channel for building an employer branding strategy.

Innovations arise from new impulses

Innovation arises from new impulses that deviate from the existing path. Therefore, after analyzing and understanding a problem, it is important to transfer it to an idea. Thinking known as 'out of the box' is therefore an elementary component of design thinking.

If a company uses personnel exclusively for persons who are brand ambassadors, this could be a competitive disadvantage. For this reason it is necessary for companies to create professionalization in the competition for skilled workers and, on the other hand, to focus not only on their own fanbase.

Without professionalism and strategy it does not work

The thoughts outlined above explain the need for a strategy, especially for medium-sized companies. Weighing between different tactics that serve to achieve certain goals is an essential part of a strategy process. At the same time, it can be a competitive disadvantage to forego it and thus insufficiently use your own potential.

But this also creates new opportunities for the social media profession: while Guido Augustin explains that the social media manager is dead, since it is a competence and not a professional image, the ASMI is a great requirement in this area. As long as the competence discussed by Augustin is not yet available, the social media manager's profession, which specializes in personnel management, should not be overstated.

2016: Professional Social Media offers opportunities for small and medium-sized businesses

2016 will thus also be the year in which the workspaces in the social media industry are further professionalized by opening up further areas of companies in the light of the changed market environment. It is the task of these social media professionals to adapt to the changing demand, to orient their service offer to demand and to operate marketing on their own behalf.

The Allround Social Media Manager is increasingly being replaced by people who are responsible for social media and bring expertise from other areas - social media recruiting is just one example. This offers new opportunities, especially for medium-sized companies.

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