Grösch is Senior Expert Recruiting Solutions at the personnel marketing agency Raven51, which has been market-shaping in personnel recruitment in the country with its new ideas and products. “We combine the opportunities of digital change with our own innovations, personal advice and more than 51 years of experience,” says Grösch. Close cooperation with partners on an equal footing is essential. But founders of HR companies have also grown together with Raven51. René Tillman from Highjob is one of them and has been a valued partner since Highjob was founded. Mr. Tillman will hold a webinar on “Technology and Humanity: Can an HR AI be Humanistic?” on September 18th at 2:15 PM for the Webinar Tage.
From job boards to holistic recruiting
A lot has changed since Florian Grösch began working with Human Resources in 2012:
“In the last twelve years, we have realized that simply posting a job offer on job boards and waiting for applications is no longer enough. You have to put in much more effort.”
Social media is just one of the developments, along with building an employer brand. “It is not helpful to make changes in just one area while ignoring everything else,” explains Grösch. “You have to think holistically, but always have the right approach ready for the next steps.”
For Grösch, the most important point in recruiting is the question of how to address the right candidates in a way that makes them apply. Then comes the application process. It should be as lean as possible so as not to scare off talents with a poor applicant management system. All of this has become more and more individual, different candidates have different needs – it’s a challenge.
Another step involves creating a holistic brand as an employer that excites potential applicants. And finally, employers must ensure that employees stay, once the position is filled. “This is not as easy as it was twelve years ago.”
A decade ago, the shortage of skilled workers mainly affected certain positions, such as engineers and IT specialists. A decade ago, the shortage of skilled workers mainly affected certain positions like engineers and IT specialists. Now, many sectors are suffering from it — gastronomy and healthcare are among them. During the COVID-19 pandemic, many healthcare workers turned away from the profession, and workers in the catering industry did not return to their old jobs after the lockdowns ended.
Shortage of skilled workers VS unattractive employers
However, an objective shortage of skilled workers is only one side of the coin: Employers also have a lot of work to do. This applies to recruitment marketing and employer branding, as well as excessive demands or insufficient salaries and benefits for qualified employees. There is sometimes more, sometimes less room for improvement.
“Many of our customers have been working with us for years and have a basis of trust. They are grateful for our suggestions for improvement and are often happy to accept them. To do this, we look at the career page, sometimes do a test application and show in a presentation what is already good and where there is still room for improvement.” There are many areas to work on. Conveying the employer value proposition, for example, is important and the values presented must be genuine. In this way, the company convinces with the brand as an employer, but also with the overall impression of the company.
“In theory, you look at everything holistically and try to optimize everything to create an overall good process. However, it is also possible to achieve improvements in specific areas and thus generate more or better applications, depending on the resources available.” With the slogan “Next Level Recruiting” the agency wants to emphasize that every client experiences a measurable improvement in their recruiting processes, tailored to them and taking them to the next level individually.
The Future of Recruitment Marketing
Looking to the future, Grösch sees AI as a key factor:
“In Lisbon at the Web Summit last year, I could see that technical development, and with it the development of market opportunities through artificial intelligence, is accelerating almost exponentially. It is therefore becoming increasingly difficult to find the right solutions and navigate through this jungle. How artificial intelligence will establish itself in recruiting processes remains to be seen.”
The EU already drafted the AI Act in March, which is intended to regulate the handling of AI. However, according to Grösch, it was evident at the Talent Pro in Munich in June that companies are currently waiting to see how AI develops. Due to the economically unstable situation in Germany there is currently caution, but 2025 will certainly be exciting. This is also the mindset we take into the Webinar Tage.
Webinar Tage
Florian Grösch is the chairman the second day of the Webinar Tage and will be introducing the theme of Employer Branding & Recruitment Marketing Automation (RMA).
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Written by: By Lydia Stöflmayr
