Every now and then I, as Section Leader Social Media at the BPM (BPM is an Association for Personnel People like me), am being asked, how complex Social Media Recruiting is and especially what the Outcome posssibly could be when - done right, of course. So I asked Justyna Bembnista, Project Manager Employer Branding/Personnel Marketing at Peek & Cloppenburg, what her personal Work Day looks like in the Position she holds. She is a legit ;) Social Media HR Practitioner and takes care of interacting with the young Work Force online.
Justyna Bembnista, Junior Project Manager Employer Branding/Personalmarketing, HR/People & Talent Management (Peek & Cloppenburg KG, Düsseldorf)
Hi Justyna: I'll just stick right to the German You since you are firm to the Social Media Environment where it is normal. That's okay, right?**
Sure, no Probblem!
Do 15 and 16 year olds address you with (the German) You also?
This differs actually. Some type just as if they spoke to their Pals and others appear to be very conscious about speaking to a potential Employer, which is why they stick to the very formal 'Sie'.
Is the Advantage of Social Media the lowered Inhibition? A direct Access and Addressign? What Advantages does Social Media have offer for Employers on their Search of, let's say, Trainees?
Social Networks gave Companies a Face. By providing Contact Person, Pictures, Videos and Posts us Companies have the Opportunity to open up and become more easy approachable. For instance, for our Facebook Fans P&C is no abstract Brand anymore, but Justyna and Alex and the Story the tell about their CoWorkers, Events and Work at P&C. Soziale Netzwerke haben Unternehmen ein Gesicht gegeben.
Another Advantage is the direct Feedback which we get from our Target Group. And thanks to all Mails, News, Questions and Reactions we are allowed to see what moves them daily. Such direct Feedback you won't get from any other Medium as the Social Media Networks.
Hm, are there Disadvantages also?
Due to the Social Media Networks fast Paces one tends to expect immediate Reactions. We strive to answer as fast as expected, yet, it is definitely a Challenge sometimes to keep all Channels at Sight, at the same time and especially to answer as fast as Users want their Answers.
There are more and more Job-Portals equipped with new Personnel Marketing 2.0 Elements, like ausbildung.de for instance. How do you see their Relevance of such Portals for your Communication?
The younger Target Groups grew up with Social Media Networks and due to this, have their own Way to communicate and collect Information in Comparison to us. This is why we give great Credit of Significance for such Portals like ausbildung.de. They work with interactive Elements and short on-point Content precisely pointed on the Needs of this very Target Group.
Is Facebook actually the only relevant Network for Trainee-Recruiting?
We consider Facebook to be more than just an Employer Branding Tool with which we are covering the Need for Information and represent us as Employer Brand at. More likely though we see Portals like ausbildung.de as Recruiting Tool, since they place Job-Ads aimed. When chosing our Networks a differenciated Mix of Recruiting and Employer Branding Portals is important to us. We would not restrict ourselves to just one relevant Network.
How many Hours a Day are you engaged in Coversations online?
Usually, I am spending 2 to 3 Hours a Day on Answering Mails and publishing News Posts alone. In Addition I spend Time on Research and Benchmarking.
How many Applicants a Year approximately would you NOT get, if Peek & Cloppenburg didn't have somebody, like you, doing this particular Job? Do you collect KPI's in regard to Social Media and Trainee-Recruitign?
Measuring the Success of Social Media Networks is one of the greater Challenges for a Social Media Manager. We can monitor a little via our Systems, however, it is hard to track Applications back to certain Social Media Means. Nevertheless, measuring Success is one important Factor in our Social Media Strategy which we improve constantly. Here simple and partially cost free Tools help, i.e. Fanpage Karma.
Justyna, thank you very very much for your Time and the great Interview!
** Editor's Note: Yes, in Germany you are not supposed to get to the You right away since we still have a 'higher', politer Form of "Sie" for all the Grown-Ups. ;)
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