It is difficult to fill a vacancy, and sometimes it is even more difficult to find suitable applicants. That’s why companies have to come up with something new. The result is creative forms of employee recruitment from chatbots to Trojan pizzas.
Recruiting currently faces two major challenges: On the one hand, work requirements are changing dramatically as a result of digitization. New work content automatically means different, usually increasing demands on the qualification of employees. At the same time, digitization enables other forms of work organization. Daily presence in the office or production facility is no longer necessary. Instead, many activities can also be carried out from home. Work can be carried out much more flexibly, decoupled from time and space, and thus usually more employee-friendly.
On the other hand, the mentality of potential employees is also changing. Applicants prefer companies with which they can identify. Personal values should be reflected in corporate values. Generation Z, i.e. those born after 1995, want to have fun, both privately and professionally, prefer structures and strive for security and meaningful activities. Topics such as sustainability, climate protection and the sharing economy are important for this generation of applicants and generate concrete expectations of future employers.
The consequence: Recruiting must go new ways. Placing job offers on the company’s own homepage or in social networks is no longer enough. Candidates no longer want to fill out long web forms, the relevant personal data has long since been stored elsewhere, for example on networking platforms such as Xing or LinkedIn. An application must be made as quickly and easily as possible; the company should make an effort and not the applicant. In short: New Recruiting describes innovative, unconventional and mostly also digital ways of recruiting employees.
Robot Recruiting: Expand candidate pool
Robot Recruiting means that algorithms and analysis programs are increasingly used to search for applicants and pre-select candidates. This also allows candidates to be considered who have not explicitly applied, but whose data already exists somewhere on the web, for example in professional networks. Robot Recruiting helps with matching, i.e. the comparison of candidate and job profile, and creates a ranking. For the recruiter “only” the final decision for a candidate based on the suggestions generated by the robot remains.
Recruiting chatbots can now do much more than answer questions about careers and job requirements. With the help of these systems based on artificial intelligence, up to 90 percent of all data relevant for an application can now be gathered in a natural-language dialogue with the candidate. Another plus point is that the bots learn. In the course of time, they can answer more and more questions about the job, onboarding or their personal career correctly and even assign appointments for job interviews. However, a test of career chatbots from US companies quickly reveals the limitations of these systems: they do not answer specific questions, for example about starting salaries, and in the case of several possible locations they ignore the applicant’s request.
Mobile Recruiting: Find your job via location search
Apply via smartphone or tablet: that’s what Mobile Recruiting promises. Mobile Internet means that all web-based forms of e-recruiting can also be used on the move. However, the display should be adapted to the display sizes of smartphones or tablets. The location positioning (GPS) of mobile devices can also be used in connection with recruitment, for example by showing a user which companies in the vicinity are currently offering jobs.
Mobile recruiting not only facilitates mobile access to job ads for applicants, but also simplifies the application process as a whole. Extensive data entry, as with web-based e-recruiting tools, is difficult with mobile devices due to the lack of a physical keyboard. Career and resume profiles, such as those created by users in business networks, provide a remedy. This profile can be “attached” to an application initiated by the smartphone via a link. The “15-second application” is even simpler. Here a prospective customer enters only first name, surname, desired range of application, E-Mail address and portable radio number, furthermore a curriculum vitae can be sent as file attachment. This quick procedure does not replace the traditional application, but allows a direct expression of interest in a job offer. Candidates are informed about the job offer via push notification. A combination with analogue job advertisements, for example in newspapers or on posters, is also possible: The interesting person loads the advertisement via a QR code.
Video Recruiting: Businesses are getting dressed up
Through video platforms such as Youtube, job seekers come across recruiting videos from companies that want to increase their attractiveness as employers. The focus is on an authentic presentation: the short clips show “real” employees at “real” workplaces.
Video telephony is used for the first meetings to get to know each other. Advantage: The candidate does not have to travel and still leaves a personal impression. Videos can also be used for personality analysis in the context of selection and assessment processes. The applicant answers certain questions, language and facial expressions are recorded and evaluated. The language is divided into smallest units and examined for linguistic conspicuities. This is not about content, but about language construction, voice, pitch and interruptions. These should allow conclusions to be drawn about unconscious parts of a person. However, the methods are controversial in terms of methodology and data protection law.
Recrutainment and other creative methods
Recrutainment combines information offers around application and career (recruiting) with playful, entertaining elements (entertainment). These applications are mainly aimed at students and career changers who do not yet have a concrete idea of the requirements of the advertised job. In a virtual tour of the company, for example, Tchibo presents various departments and job opportunities for career starters. In short video sequences, Tchibo employees who have only recently joined the company themselves present their previous careers and their typical tasks. In a multiple-choice quiz, the fashion company Peek & Cloppenburg depicts typical situations in the day-to-day work of a salesperson. Interested parties can get a first impression of the professional requirements. Commerzbank also uses a similar format to promote vocational training as a bank clerk.
Following the example of the Trojan horse, Trojan Recruiting attempts to send job offers to candidates who are employed by another employer. In probably the best-known example, a pizza service commissioned by an advertising agency delivered free pizzas to the employees of a competitor, with the tomato sauce referring to the agency’s career page in the form of a QR code.