In the literature there are different approaches to what companies should recommend when integrating digital tools into company-specific communication. These tips range from extensive checklists to short, more or less practical hints. However, such a rational assessment of how a company can successfully integrate a digital recruiting strategy cannot be clearly determined. In my experience, however, there are five basic rules for integrating new technologies, digital services or social networks into companies that make it much easier to get started with digital recruiting.
Step 1: the optimal corporate culture
Before starting digital recruiting, the focus should first be on your own corporate culture. In general, this term is defined as the “universe of shared values, norms and attitudes that shape the decisions, actions and behavior of organizational members. The complete strategy of social media communication must therefore first be explicitly aligned with one’s own values and norms. If, for example, a company has a very traditional, conservative image and shows itself to be too shrill on the Social Web, this contradiction can damage the reputation and image of the company in the long term.
Step 2: the choice of employees
The choice of employees who communicate for the company on social networks or other channels is crucial. Ideally, the people in charge of this role should come from every department in a company. Especially in the case of customer enquiries about guarantees or service, a sales representative can often respond much more quickly and in more detail than a marketing expert or trainee. Also for the applicant approach, the actual subject of this work, Human Resources staff should be available to answer questions from potential applicants in order to ensure consistent, transparent and informative communication.
Step 3: the right channel
For communication with the target group, knowledge of the most important technologies and networks is also crucial for success. The objective of optimal communication should always be to make contact with like-minded members and to win them over as advocates and multipliers for one’s own company.
step 4: the FACE concept
The FACE concept is a tool developed by Bernhauer, Hesse, Laick and Schmitz to help companies. The abbreviation “Face” stands in this concept for the following aspects:
- Follow: You have to understand what the target group is talking about and actively listen to the users on your platform.
- Attract: Afterwards, attention must be drawn to the company by using the findings.
- Communicate: The communication itself has also changed. As a company today, you have to get involved in the conversations of the users, listen to the objections and simplify the processes of establishing contact.
- Engage: A dialogue close to the target group can finally lead to the user making an application decision.
Step 5: Create added value
The last, but also most important, step is to generate added value for users. This could be, for example, interesting events or facts from the company, accelerated processes in the application process or the early integration of the potential applicant into the workflow. If such services are offered, a set message often spreads virally very quickly, which can have a positive impact on the reputation of the company.
