Recruiting aus Sicht der Bewerber_innen

Abstract

High-quality personnel marketing is the essential first step in recruiting. Qualified applicants must be successfully made aware of open positions. Central to this is the perception of the personnel marketing activities by the applicants, whose views have not been considered much to date. The aim of this study, therefore, was to examine the use and evaluation of classical and novel digital personnel marketing methods in social media in a representative sample of the German working population (N = 1,070). Additional digital methods of addressing applicants were tested experimentally. Well-known and established online and offline personnel marketing methods showed high user rates and were the most popular, whereas addressing applicants via social media was comparatively less preferred by applicants. In the experimental setup, the traditional notification by mail was preferred over novel digital communication channels (i. e., WhatsApp, Facebook, Alexa Voice System). The results of this study can be used in practice to address potential applicants specifically and for the optimal usage of different methods.