There is a shortage of staff and skilled workers in numerous industries today. Companies therefore have to become inventive in order to arouse interest in themselves as employers.
“Social media recruiting”, i.e. the use of social media to recruit personnel, is one option here. Various channels are used to address potential candidates and interest them in the company, to distribute job advertisements, especially online, or to apply as an employer and as a brand.
DZ Bank, which also employs over 1,000 people with DZ Privatbank in Luxembourg as part of the cooperative DZ Bank Group, is currently showing what this can look like.
In view of the shortage of skilled workers and demographic change, the bank is taking new approaches to finding employees and working with influencers, making short videos for TikTok and even taking part in eSports activities.
Such initiatives complement employee recommendations and social media contacts, while traditional job advertisements no longer play a role for the bank. The times when you receive baskets of applications in response to advertisements are definitely over, explains Oliver Best, Head of Corporate Human Resources in Frankfurt. And yet his house constantly has to find new potential applicants. In 2023 alone, DZ Bank AG, the heart of the DZ Bank Group, filled around 400 positions with external candidates, Best told Bloomberg News.
DZ Privatbank: The influencers are our own employees
You have to meet potential candidates where they are in their everyday lives, namely on social media. Against this background, the bank teamed up with influencers for the first time last year. One of them is the YouTuber David Döbele, who has many followers among young people with his career tips.
In a video, for example, he now shows what an investment banking workplace at DZ Bank looks like. This apparently works for the bank because they are thinking about working with other influencers, says Best.
DZ Privatbank in Luxembourg also uses social channels. Social media is also being used here to recruit employees, “but without external influencers,” says Christian D. Weis, head of marketing and communications at the Luxembourg-based DZ Privatbank.
Such application folders are almost a thing of the past, as applicants can place everything digitally. Photo: Sina Schuldt/dpa
At DZ Privatbank in Luxembourg, we rely on our own employees, especially the trainees, “who are keen to share their experiences with the outside world,” says Weis. For example, they would provide insights into the dual study program and career path on Instagram, which would mean they would act as company ambassadors for employee recruitment.
Social media can play an important role in the recruiting process.
Jewelry Blum
HR marketing manager at CFL
For the CFL, one of the largest employers in the country, “employer branding” also plays a very important role given the high degree of competition in the job market, “especially when it comes to recruiting some specific profiles,” says Joya Blum, HR marketing manager. Those responsible for the company.
“As CFL, we also like to think outside the box and observe what foreign companies, among others, are doing to position themselves attractively and differentiate themselves as employers.”
DZ Bank’s approach is therefore well known internally. “Social media also plays an important role for us in the recruiting process, but also in terms of employer branding.”
Platforms like Facebook, Instagram, YouTube and of course Linkedin would play a key role here “in order to get in touch with our potential future talents,” says Blum.
The CFL uses social platforms extensively “to connect with potential future talent,” says Joya Blum. Photo: CFL
On the company’s own websites such as jobscfl.lu or the “WeareCFL” blog, the railway company would also offer insights behind the scenes of the company as well as its career opportunities and working environments. “In this sense, we also produce and distribute audiovisual content to present the CFL as an employer,” says Blum.
Social media, “especially Linkedin,” can play an important role in the recruiting process. In addition to active sourcing, this platform also offers the opportunity to find and apply for job advertisements digitally. “We complement this digital approach with classic methods such as advertisements in newspapers.” Like other companies, we are also present at the classic job fairs.
You are also in contact with students. “We are convinced that we have to reach different talents with different profiles in a differentiated way. While social media plays an important role, it is only one element of our employer branding approach.”
Post Luxembourg builds on LinkedIn
With regard to the use of social networks for recruiting personnel, Post Luxembourg “only uses LinkedIn as a social network for the publication of specific job offers,” the company said when asked.
Other social networks such as Facebook, Instagram and These posts would then always refer to the company’s own careers@postgroup website, where the job offers are centralized and through which job applications can be submitted.
The eSports commitment of the cooperative institute DZ Bank is still relatively new. Mixed teams of DZ Bank employees and potential candidates compete online against teams from other companies. “This gives participants the opportunity to gain initial experience with DZ Bank and to access information in a completely relaxed manner,” explained Oliver Best. With a view to his own colleagues, he added that playing games during working hours was allowed here as an exception.
Sporty looking for employees
Ideally, says Best, candidates are approached years before they are actually hired. He calls it “early sourcing.” This also explains why DZ Bank produces short TikTok videos that are primarily aimed at students. In it, for example, trainees at the bank tell us what their typical day-to-day work looks like.
Alternatives to the classic job advertisement have long since proven their worth for DZ Bank. However, the company fills around 30 percent of open positions through employee recommendations. For every successful placement, DZ Bank employees in Frankfurt receive a bonus of 1,000 euros.
According to him, another 30 percent currently comes from social media contacts such as LinkedIn. Around 20 percent are taken on by junior or temporary workers to fill the positions.
The top social media recruiting channels
The selection of possible channels for social media recruiting is large. However, the digital recruiting platform Workwise recommends only selecting two or three channels initially, otherwise you can lose track. This is how the platform becomes LinkedIn described as the digital equivalent of a traditional real-world networking event. At the platform Xing It is a career network, which is primarily aimed at German-speaking countries, a mixture of job exchange and social network.
Facebook is often used as a tool to get to know the company’s target group better, is how the recruiting platform describes this channel, where you can also place paid advertisements to specifically draw the attention of potential applicants to the company. Instagram, Youtube and X (formerly Twitter) are also well suited to address a younger target group of potential applicants with the help of social media recruitment.
TikTok but is currently the fastest growing social media platform, especially among the younger generations. Around 60 percent of users are part of the so-called Generation Z (born between 1995 and 2010). According to Workwise, recruiting on TikTok is particularly suitable if you want to hire people from the younger generations; after all, many companies are faced with the problem that baby boomers are gradually retiring.
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2024-04-15 20:32:54
