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Social media recruiting in the middle class: Professionalization & strategy asked

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Social networks are on everyone's lips. The chances of this innovative approach have also reached the boardroom. But slowly disillusionment is spreading here - and especially the middle class is having a hard time. Social media recruiting in SMEs: professionalization and strategy in demand

Writing for you:


Katharina A. HederKatharina Heder is a Digital Media Manager & Consultant.


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Innovative concepts are in demand

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.

Companies need to pick up potential employees?

Furthermore, in the Press release on the vocational training reportthat the number of vacant apprenticeship places 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 need 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.

Employer Branding or self-marketing for specialists

A look at Wikipedia shows that the fight for professionals is a matter of marketing. In contrast to recruiting, whose task is to provide cost-effective personnel for a previously defined need, employer branding has a deeper 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 & 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 it on Facebook as well"

The time of Katzencontent is just as much the same as the takeover of social networks without deeper knowledge. Without having a strategy to attract new workers, to define and implement appropriate measures, a job advertisement appears as a slip-up in professional company communication. The effect on potential prospects is determined by the context. In this way, companies are limiting themselves to an important 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 Application out of his own interest with the company, he is intrinsically motivated. If one gains such interests as employees, 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 comes from new impulses that deviate from the existing path. Therefore, after analyzing and understanding a problem, it is important to make the transfer to an idea. Thus, the thinking known as 'out of the box' is an elementary part 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 & strategy it does not work

The ideas outlined above explain the need for a strategy, especially for SMEs. The balancing between different tactics, which 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 to use its own potential inadequately.

But there are new opportunities for social media as well. 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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