Research meets practice! An initiative by Österreichische Post AG

150 milliseconds are usually enough to give our brain a first albeit unconscious impression of the person we are interacting with. "The first impression counts" is a guiding principle that needs to be firmly established in every company's recruiting strategy. 

After all, until recently, leaving a good first impression was something the candidates focused on. Nowadays, businesses also need to attract the attention of potential employees from the very beginning.

The first contact between candidates and a company is the job advertisement. 
Its design, artwork, text and the content are major criteria that will make interested candidates apply or not. Ultimately, a job advertisement is an advertisement: it promotes the company and also seeks to pique the interest of potential candidates. But what if a job advertisement on a job portal does not lead to a sufficient number of applications?

Companies around the world are facing this challenge. The so-called baby boomer generation is retiring and new employees are needed. It is increasingly difficult to reach young people, especially those belonging to the generation Z, via traditional ads. In addition, social media and online platforms are playing an increasingly important role for company positioning and branding.

Students in this year's course "Research meets practice" decided to study this issue. A total of 11 projects examine "candidate centricity" and provide excellent insight and valuable scientific results. One thing became strikingly clear: employer branding and advertising open jobs in a way that matches the desired target audience are more important than ever.

For the first time ever, as a result of COVID-19, the presentations by five Universities of Applied Sciences and a private university were given in a new event concept called "Dialogue is gold". Projects were presented in 2-minute video pitches. There were two categories: "Employer branding" and "Recruiting and advertising channels". All projects were evaluated by the audience.

We would like to thank all research groups for their outstanding dedication and congratulate the winners of the 2021 "Research meets practice" event:

1st place, category "Recruiting & advertising channels": Kastner & Öhler Service GmbH / FH CAMPUS 02

1st place, category "Employer branding": Resch & Frisch Holding GmbH / Sigmund Freud PrivatUniversität Wien

 

"Candidate centricity" – promising recruiting channels in the caregiving industry

PROJECT LEADER:
Astrid Oberzaucher 

PROBLEM:
What recruiting channels are currently being used to recruit caregiving professionals and what are the chances for success for specific channels?

OPERATIONALISATION & STUDY PLAN:
The analysis was based on interviews with experts

  • What channels are currently being predominantly used for recruiting caregiving professionals and how successful are they (geographical limitation to German-speaking countries or a focus on Austria)
  • What messages have proven to be promising?
  • How strong is the influence of the employer brand (employer branking) of the organisatio in question on the recruitment of caregiving professionals?
  • What innovative channels (TikTok, Instagram, etc.) might be useful for recruiting caregiving professionals and why? How could these be used?
  • Definition and recommendation of sujitable content for all communication channels

"Candidate centricity" – recruiting sales clerks for retail stores in the 18 to 28 age group

PROJECT LEAD:
Georg Jungwirth

PROBLEM:
What messages and channels must Kastner & Öhler Service GmbH rely on to address the generation Z in view of different training levels in order to elevate the profile of sales clerks among this age group?

OPERATIONALISATION & STUDY PLAN:
The analysis was based on an online survey among the target audience (18 to 28 year olds)

  • Analysis what channels need to be used online and offline to advertise an open position, what elements need to be included in the job advertisement, what criteria are important for selecting a job and what makes an ad attractive, both in terms of content and layout
  • Determine the attractiveness of the sales clerk profession in retail and requirements of the job itself
  • Define suggestions for actionable steps for Kastner & Öhler Service GmbH for future communication activities to address the desired target audience
 

CommunITy - "What criteria have the highest influence on the attractiveness of an employer in the IT industry?"

PROJECT LEADER:
Richard Pircher

PROBLEM:
Research focus: “Examine what criteria have the highest influence on the attractiveness of an employer in the IT industry.”

  • What channels have the highest chances of success for attracting qualified and suitable IT professionals?
  • What contact options guarantee the greatest possible success and how should these channels be used?
  • What criteria have the highest influence on the attractiveness of an employer in the IT industry? (e.g., products, services, technologies, company size, locations, languages, office and workplace equipment, new work, culture, pay, security, etc.)

OPERATIONALISATION & STUDY PLAN:

  • Literature review on employer branding, development of a model for categorising the criteria of attractiveness of employers and development of a survey to be distributed to “anexians”
  • Analysis of the survey and definition of most important attractiveness criteria
  • Suggestions for future activities
 

Disruptive job advertisements

PROJECT LEADER:
Johannes Angerer

PROBLEM:
What consistent elements and what variations and content for specific target groups need to be defined in order to reach potential candidates on the market?

OPERATIONALISATION & STUDY PLAN:

  • Analysis of status quo regarding the content and design of job advertisements as found in literature
  • Research about possible tendencies for job advertisements in German-speaking countries
  • Benchmarking and definition of actionable steps for Zumtobel.

Employer branding and recruiting - Sonnleitner

PROJECT LEADER:
Gerold Wagner

PROBLEM:
What creative approaches can the company Sonnleitner as part of the automotive industry with all its challenges (especially regarding the lack of specialised workers and changes in society regarding labour, the relevance of the living environment and work-life balance) use for employer branding and recruiting?

OPERATIONALISATION & STUDY PLAN:

  • Employer branding analysis of existing innovative (online) approaches to employer branding
  • Creativity phase to find innovative ideas
  • Operationalisation of identified approaches and definition of actionable steps

Employer branding and recruiting - Bauhaus AG

PROJECT LEAD:
Gerald Petz 

PROBLEM:
What channels or platforms need to be used with what kind of content in order to successfully reach potential candidates in different target audiences? Another focus of this research was about the regional and demographic differences in recruiting.

OPERATIONALISATION & STUDY PLAN:

  • Analysis of existing recruiting activities at Bauhaus AG
  • Analysis of competitors' recruiting activitities
  • Quantitative national online survey about this recruiting
  • Preparation of a concept about possible actionable steps resulting from all gathered insight
 

Success factors for employer brands

PROJECT LEADER:
Stefan Bauer

PROBLEM:
What success factors are relevant for a positive employer brand perception?

OPERATIONALISATION & STUDY PLAN:

  • Literature analysis and quantitative survey about the design of job advertisements, job platforms, perspectives after COVID-19 and the image of employers
  • Suggestions for actionable steps at Henkel AG & Co. KGaA and Österreichischen Post AG

"Candidate centricity" - how does recruiting relate to advertising? D.A.S. Rechtsschutz Versicherung AG as an attractive employer for candidates 

PROJECT LEADER:
Elisabeth Rührig

PROBLEM:
How can D.A.S. Rechtsschutz AG efficiently establish its image and positioning as an employer, strengthen it with long-term effect, and present itself as an attractive employer on the labour market, especially for young persons? What marketing activities and advertising channels could be used?

OPERATIONALISATION & STUDY PLAN:

  • Research about the target audience and social media
  • Suggestions for actionable steps at D.A.S Rechtsschutz Versicherung AG

The image of the insurance industry illustrated by Helvetia as an employer  

PROJECT LEAD:
Bettina Gneisz-Al-Ani

PROBLEM:
How can Helvetia efficiently establish its image and positioning as an employer, strengthen it with long-term effect, and present itself as an attractive employer on the labour market, especially for young persons and with a focus on gender balance? What marketing activities and advertising channels could be used?

OPERATIONALISATION & STUDY PLAN:

  • Market research about employer attractiveness in the insurance industry as a whole
  • Reframing of job descriptions in job advertisements in view of digitalisation trends and tomorrow's labour market at an insurance company
  • Landing page concepts for several job families within the insurance company as an alternative to existing careers pages on the corporate website 
  • Campaign for specific target audiences, e.g., for tourism employees affected by COVID-19 measures
  • Special salary and training programme for university graduates
 

 

Resch & Frisch Holding GmbH – new perspectives in recruiting

PROJECT LEADER:
Stefan Hampl & Barbara von Rechbach

PROBLEM:
How can Resch & Frisch increase its attractiveness as an employer?

OPERATIONALISATION & STUDY PLAN:

  • Employee survey
  • Student survey
  • Reflection and discussion of perspectives under study
  • Discussion about the company's unique position as an employer
  • Comparative analysis of internal and external perspective
  • Definition of specific challenges for corporate development and recruiting
  • Develop recommendations for actionable steps and solutions

Nestlé Österreich GmbH – new perspectives in recruiting

PROJECT LEADER:
Stefan Hampl & Barbara von Rechbach

PROBLEM:
How can Nesté Österreich GmbH increase its attractiveness as an employer?

OPERATIONALISATION & STUDY PLAN:

  • Employee survey
  • Student survey
  • Reflection and discussion of perspectives under study
  • Discussion about the company's unique position as an employer
  • Comparative analysis of internal and external perspective
  • Definition of specific challenges for corporate development and recruiting
  • Develop recommendations for actionable steps and solutions
 

Have we piqued your interest and would you like to learn more about "Candidate centricity - how recruiting relates to advertising"? If the answer is yes, do not hesistate to contact us via our contact form.

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We would also like to thank all participating business partners for their support:
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