[Event Report] Students on Snow: The employer branding has to match

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At the end of my first post I had already pointed out that it was Company "Students on Snow" is not so much about specific job offers as it is about employer branding. But what do you expect from "Europe's highest job market"?

[Event Report] Students on Snow: Employer Branding has to be matchen sos events

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Here writes for you: Simone Janson is a publisher, German Top20 blogger and HR communication consultant. Profile

Trademark deficit as a marketing problem?


The less well-known companies are hoping to be more conspicuous against the group's competition than at big job fairs on which they are subject. This also seems to be necessary:

In fact, talks with students show that Siemens and Bayer are the focus of interest and that the young people are often not chosen as an employer because the graduates do not know what they are doing. Trademark deficit as a marketing problem?

The Heilbronn-Franconian economic region, for example, has the highest density of world market leaders across Europe - here, for example, companies such as Würth, Audi, Lidl or Kaufland are located.

Which subjects are represented?


And Walldorf-based SAP consulting Ecenta has only 180 employees, but also offers international career opportunities with offices in Dallas, Singapore, Santiago de Chile and Melbourne. Besides, you are not here like many others Company focused on specific subjects.

In fact, students from subjects such as economics, mechanical engineering or business engineering are in fact here - the advertisements at the universities have been specifically coordinated with the desired subjects of the financial companies.

[Event Report] Students on Snow: Employer Branding Must Match Students_on_Snow_Statistics_2013

The matching has to be right


A basic problem of job fairs is also evident here: Matching must be right. And that's not so easy, because you first have to get into conversation. Perhaps this is also difficult because one or the other student has the very special and perhaps too high expectations of the discussions with the company representatives.

If, on the other hand, you are not shy and can market yourself well, the advantage is clear. It is precisely this: It was true that the students were able to send their CVs to companies beforehand, but they did not know how to approach the employers in detail.

[Event Report] Students on Snow: Employer Branding Must Match Students-on-Snow06

The mixing of private and professional makes many unsafe


But the companies make the unfamiliar frame uncertain: A Personalerin told me she would not just talk to the young people when celebrating. And that in the summer, at the Students of Sports, thanks to the numerous group activities, such as canyoning or climbing, worked better with noncommittal getting to know each other.

Perhaps a problem of the format: Skiing is not a team activity, but the group is distributed more. Even if the organizers have offered numerous group activities such as Zipfelbobrennen, Snowvolleyball, Skifox or Kicker Line - most wanted to go to the slopes. However, the University Cup, where the fastest of all participants was a woman, was very popular.

[Event Report] Students on Snow: Employer Branding Must Match Students-on-Snow04

When the student talks with the staff loosely over ski slopes


However, once the matching hurdle has been taken, the event offers numerous advantages, as the event is an excellent opportunity for team building and deepening existing contacts:

Bayer had invited 25 students from the student association Enactus Munich in recognition of outstanding achievements for the ski weekend. And Siemens also invited ten students to a lunch to overcome the initial difficulties. You have to create conversation opportunities.

And when you see a student loosely with the staff of a large corporation about snow conditions and snowboards, then the plus of such a format shows up. Because then, not applicants and employers talk to each other, but two people who are enthusiastic about something. Even if this is not always the case: Should not it be the ideal thing for a cooperation?

[Event Report] Students on Snow: Employer Branding Must Match Students-on-Snow02

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  1. Daniel

    Great, exciting event!

  2. Steffen Schoch

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  3. Competencepartner

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