#3.5 Tomorrow's HR KPIs

Networking is no longer a “nice-to-have” — especially in HR. Dul Seo, Head of OMR Jobs, shares his experience from ten years of community building at OMR and explains how real networking works today: personally, strategically and sometimes simply at the bar. We talk about the best formats, the comparison with marketing, event types, platforms and very personal networking stories. A must for all HR decision makers who not only want to create contacts, but also connections.

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 740,000€ profit margin from HR — how does that work?!

“But I'd like to say it again at this point: The HR department isn't there to order chocolate at Easter and Christmas and make employees happy.” — Sebastian Mosch, Head of HR Management at SARIA

HR is often described as a cost factor — but SARIA proves otherwise! Discuss in this episode of the Direct-to-Talent podcast Sebastian Mosch, Mark-Christian Schmidt (CIO of talentsconnect) and Lars WolframHow HR becomes profitable.

 Specifically, it concerns:

- Why HR causes more than just costs — it can increase sales.

- Like SARIA through data-driven recruiting and onboarding 740.000€ profit realized.

- Which key figures & levers are decisive for setting up HR as a strategic profit center.

- Practical tips to implement this strategy in your company as well.

HR as a real business driver? SARIA shows how it works!

From rigid job profiles to dynamic skill matrices — Why classic competency models no longer work

Competency models are still standard in many companies — but are they still up to date? Roles are changing, skills are developing faster than ever before, and yet many organizations are sticking to outdated job profiles. This leads to inefficient hiring processes, missed talent and unnecessary complexity in HR management.

In this episode of Direct-to-Talent Podcasts Am I talking to Xenia Meuser (former CHRO of RTL & New Work SE, founder of Hummingbloxs) about why it's time to rethink HR.

We are discussing:

- Why traditional competency models often block companies more than they help

- How modern companies are switching from rigid job profiles to flexible skill matrices

- What role AI and data-based decisions play in talent strategy

- How companies create dynamic roles to use talent more flexibly

Specific examples of how this change was successfully implemented in practice

For everyone who sees HR as a strategic value driver and wants to know how to prepare their organization for the future!

‍Listen in now & get new ideas for your own HR strategy!

In this podcast episode, we are taking on a huge challenge: By 2030, 5 million more people will leave the job market than new additions. What does this mean for companies and how can we address the shortage of skilled workers? There is no better expert in this regard than Frauke von Polier, who brings an unparalleled perspective as Chief People Officer of the Viessmann Group and with experience at companies such as Bertelsmann, Otto, Zalando, McKinsey and SAP. And we're celebrating a premiere in the studio: A joint diagram! What is it about? Listen in and find out!

What insights and learnings you can look forward to:

👉 Three success factors that count in every business environment — from startups to DAX companies:

1. Purpose — “Why do we exist beyond profit?”
2. Human Experience — “How do we anchor humanity in the organization, in an increasingly digitalized and routine working world?”
3. Leadership — “What does responsible leadership mean and how does it continue to develop in a complex world?”

👉 Why it is so important today to talk about “People & Organization” and not just about “Human Resources.”

👉 Skill-based organization — How re- and upskilling can counteract labor shortages and why a well-thought-out job architecture is crucial.

👉 Technology makes it easier to cluster employee skills and define skill families that are needed now and in the future.

👉 Workforce of the Future — How we become more human with the help of AI and what role empathy can play as an indispensable core competence.

👉 Do we need to redesign jobs and tasks? Are we ready to rethink jobs and roles?

👉 Kaizen and Talent Lifetime Value — How continuous improvement through routines leads to sustainable success.

In this podcast episode, we dive deep into the data-driven world of HR: McMakler has managed to integrate KPIs (Key Performance Indicators) into all relevant HR processes, automate administrative tasks and thus make everyday work more efficient and strategic. There is currently a particular focus on hiring, as they hire over 30 employees per month.

Our guest, Frederic Claudius, Senior Vice President People at McMakler, gives us exciting insights. With many years of experience in leading HR roles at companies such as Zalando, Omio, Tesla and McMakler, he brings deep knowledge and practical examples. Thanks to his developer training, he not only creates KPI dashboards himself, but also enables his team to work in a data-driven manner.

In this episode, we learn, among other things:

👉 #Automatisierung: How they managed to hire new employees within two weeks by automating administrative processes

👉 #Wichtige key figures: Why the conversion rate is the most important key figure in recruiting at all stages of the hiring funnel

👉 #Datenkompetenz: That not only the availability of data, but above all the ability to work with it, makes the decisive difference

👉 #Self empowerment: What influence daily work with data from HR managers has on self-effectiveness

👉 #Cross -Functional Learning: That HR teams don't have to reinvent the wheel — other areas successfully exemplify working with data, such as sales or operations

👉 #ENPS: Why the HR department asks all employees every week: “How was your McMakler week?”

👉 #KI: What influence artificial intelligence has on the efficiency time of the HR department

👉 #GesundeFluktuation: Why McMakler sees fluctuation as a positive factor.

With this data-driven approach, McMakler serves as best practice for other companies and proves why “everyone can do” HR after all.

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In this podcast episode, we talk about the immense staffing requirements for the energy revolution. At EnBW, one of the major German energy suppliers based in Baden-Württemberg, almost 10,000 jobs must be filled by 2026. Two thirds of these are subsequent or subsequent jobs by retirees, and one third are new job positions.

We talk to Isabell Baumgarten, Head of Employer Branding & Recruiting Strategy at EnBW, about how EnBW is coping with this and learn, among other things:

👉 What effect corporate branding campaigns have on employer brands, using the example of the AI campaign for the European soccer championship

EnBW: Which type of federal trainer is in you?

👉 To what extent recruitment, further qualification and training cover personnel requirements

👉 How matching between (trained) trainees and pensioners ensures a 1:1 transfer of knowledge

👉 How artificial intelligence fuels continuing education offerings at EnBW

👉 That staffing requirements in the energy sector are extremely dependent on political decisions and can change from one day to the next

👉 How profitable it is for the personnel strategy when specialist departments, various HR areas and employee representatives sit together at the same table - this is what EnBW experienced at the first specialist conference in March with over 100 participants

👉 Why it makes sense to think of the skilled labor strategy in terms of cross-departmental talent pools. EnBW distinguishes between five pools in which potential is exploited:

1. local potentials in Baden-Württemberg, e.g. support for working parents, carers or part-time workers
2. integration by immigrant professionals
3. Global Sourcing
4. Increasing the tuitionSkcapacities
5. Qualification and continuing education of existing employees

👉 That recruiting has more than ever become a joint task that is being transferred from HR to the entire organization, because the shortage of skilled workers cannot be overcome otherwise.

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This episode directly provides a double load of insights on the topic of “making recruiting measurable.” Sounds simple, but in practice it is often quite difficult. Look forward to extremely exciting and practical insights from Beate Schulte, Head of Recruiting & Employer Branding and
Lina Hilsmann, HR marketing professional at GEERS, the global market leader in hearing acoustics. Around 2,200 employees, in over 740 GEERS stores in Germany, support people with hearing loss on their way to “listening again.”

Together, we'll get to the bottom of the matter:

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👉 What was the starting point for a job that is not really present in the target group?
👉 Why are figures so important in recruiting: What direct influence do missing employees have on the (re) opening of branches? What does it cost if a position is not filled?
👉 How can we make the process of approaching candidates transparent through to recruitment? What role do career changers play in a very limited applicant market?

👉 What recommendations for action can we derive from our own figures and mark benchmarks?
👉 What role does eCommerce play as a role model?

👉 And last but not least: Is the change worth it? What effect do we see in euros?

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“You are our most valuable element.” - How Aurubis is successfully rolling out a new employer brand

In this episode, we welcome Marcel Kloska, Team Lead Global Employer Branding, Recruiting & Talent Acquisition at Aurubis. More than 7,000 qualified employees at over 20 locations worldwide process raw materials into valuable metals and products. These form the basis for a sustainable society, the energy revolution, digitization and the circular economy.

Marcel has already supervised Aurubis when he was active on the agency side in his previous position. It thus combines many exciting perspectives on the complex topic of employer brands for various companies.

Why did he switch sides? Because at Aurubis, a market leader in its multi-metal production sector, but which is barely known to the public, he is able to create a lot of things on green fields. And the result is more than impressive: In March 2024, the new global employer brand “You are our most valuable element.” was published.

With Marcel, we take a look behind the scenes of a great success story. The most important effects:

👉 Short term: Positive feedback — from outside and from within!

👉 In the medium term: The employer brand is making a positive contribution to the corporate strategy, in which Aurubis invests 1.7 billion €. This is only possible if the right talent is in the right place at the right time.

👉 Long-term: To strengthen the positioning of metallurgy as a system-relevant industry with a view to sustainability and digitalization. And to promote diversity at the same time. Another important concern of Aurubis is to get more women excited about the metal world. Aurubis even won the HR Excellence Award last year for its “Women4Metals” initiative.

Why is this episode worth listening to?

👉 How to create a truly unique EVP

👉 Why a new EPP not only has an external impact, but also has a very strong internal impact

👉 Why the planned “hands-on” photo shoot at one location is not enough

👉 How important authentic insights are for a tangible employer brand

👉 How the employer brand can be dovetailed with business planning

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🚀 With this episode, the Direct to Talent podcast enters its third season with presenters Clara Schnittert and Lars Wolfram from talentsconnect. This season is all about success stories from HR decision makers for HR decision makers.

As guest speaker at the start of the season, we welcome Steffen Buch, Chief People Officer at Kenbi. Through his many years of experience as HR manager at Zalando, Viessmann and Beamery, he combines strategic and practical knowledge for talent acquisition and development in the blue and white collar sector.

Steffen reveals how successful recruiting at unattractive locations can be successful and shares the following learnings, among others:

👉 What the price per square meter for building land has to do with hiring success in sparsely populated areas

👉 What effects taking into account candidates' personal dreams and goals have on recruiting success — especially at unattractive locations

👉 How a shuttle service makes hard-to-reach production sites more attractive for Blue Collar workers

👉 How setting up optical signals makes work environments more accessible for deaf employees

👉 Why setting up special work areas for less physically demanding activities binds employees in the long term

👉 How important coordinated expectation management is in the recruitment process in order to build long-term relationships — even when applying for a job

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Data is the gold of the 21st century. But how exactly can we use them in HR in such a way that recruiting efforts are easier to prioritize? Why is the desire for objective KPIs and the reality of HR data systems still so far apart? And where should recruiters start if they want to make their success measurable?

Clara Schnittert discusses all this in the current episode Verena Wöhler, data scientist at talentsconnect and author of the “talentsconnect Recruiting KPIs 2023” report.

Among other things, you can learn:

👉 That a recruiter supervised an average of 27 vacancies at the same time in 2022 (and thus 3x more than recommended), and that the potential benefits of data insights in recruiting are therefore higher today than ever before

👉 That in most HR departments, however, work more on gut feeling than based on data

👉 Why the prejudice “HRlers prefer to work with people than with numbers” is not a good explanation for the fact that so little data is still being used in recruiting and what HR can learn from other departments

👉 That data is missing, especially before clicking on Apply, which is essential for optimization in recruiting

👉 How significant the differences between users on job advertisements between different professional families really are

👉 That salespeople, for example, are much more mobile in their job search than IT specialists, and that the latter in turn are better off on social media recruiting

👉 How you can make your job ad more attractive within 10 minutes with the help of a simple mobile video

👉 What your first steps towards data-based recruiting might look like if you're not working with data yet

When you specific benchmarks for online recruiting for the German market If you want, it's best to download the one discussed Download the Recruiting KPI Report right here. In the report, we analyze user behavior for the most searched job families with regard to supply and demand, feeder channels, devices, and application behavior on the job ad and work out specific tips.

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Further sources and articles, which are discussed in the podcast, can be found here:

• General figures on the labour market: Federal Employment Agency, mostly monthly reports on reported jobs in Germany
• Average number of positions to be supervised per recruiter and used/desired recruiting KPIs: Recruiting structures benchmark study by Wollmilchsau
• Maximum recommended number of positions to be supervised per recruiter: Personio blog post about prioritization in recruiting

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🌎 How can companies develop a successful international employer branding strategy and why is their own career page a central component of this? Fressnapf has the answer!

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Simone Simons, Expert Employer Branding and People Communication at Fressnapf, and Annette Theis, HR Manager for the Luxembourg branch, agree: Thanks to the Talentsconnect JobShop and a successful strategy, they were able to grow closer together as Fressnapf's global employer branding team.

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But how did they manage to create a uniform brand identity internationally, while at the same time taking into account the needs of different markets and target groups? This is what you can expect in the podcast episode:

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👉 How to establish international recognition of the employer brand by communicating uniform corporate values and consistent content quality.

👉 Why it is crucial for a strong international employer brand to first implement and test the planned processes at headquarters before implementing them in other countries.

👉 Why Fressnapf decided to migrate five countries per quarter instead of the planned three countries.

👉 Why the decisive success factor of the project lies in centralizing project management from the headquarters

👉 What the “Freedom as a Framework” Strategy is all about

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Why is it that some clinics and MVZs apparently have no difficulty finding suitable candidates for open positions? Is there a secret job ad code? And if so, what does it look like?

Discuss this question in this episode Clara Schnittert from talentsconnect, the leading provider of attractive career sites and the Recruiting expert Konstantin Degner from medical offices. They get to the bottom of the question of what some companies are doing right and what tricks everyone else can use to take their recruiting to a new level.

Would you like to dive even deeper into the topic?

• Here is Download the white paper “The biggest mistakes about job advertisements” - with lots of tips and tricks about high-performance job advertisements.
• More about key figures Can you find in the Episode 6 “Recruiting Analytics” of the podcast”Until the doctor arrives”.
• More about job titles Can you find in Episode 10 “The Perfect Job Title — Dos and Don'ts”
• More about videos in job advertisements Can you find in Episode 13 “Using videos for recruiting”

This episode is as Cooperation between talentsconnect and medical offices It was created and is also created at the same time in Podcast “Bis der Arzt kommt” by Deutscher Ärzteverlag published.

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The Internet telephony provider sipgate based in Düsseldorf and us at talentsconnect are said to have a strong corporate culture: transparent salary structures, lots of events in the office, agile and lean working methods and always free drinks in the fridge.

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Tim Mois from sipgate and Robin Sudermann from talentsconnect have something else in common: they are both co-founders and CEOs and have built their respective cultures from the start. In this podcast episode, they share how they have gone about it, what hurdles they face and what specific measures they are implementing — including, for example:

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👉 How to ensure that values are not only written on paper but are also lived

👉 What impact does it have if applicants always have a fixed contact person during the selection process

👉 why cultural fit is at least as important as skill fit and it is therefore advisable to leave a vacancy vacant rather than hire employees who are not 100% culturally appropriate

👉 How formats such as “Open Friday” or “Homecoming Friday” contribute to culture and drive innovation

👉 why fluctuation as the only measurement point for corporate culture is not enough

👉 What effect does it have if all approval processes below €1,000 are abolished

👉 How decision templates help to empower employees to take responsibility

👉 that dealing with the topic of corporate culture never stops.

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Kerstin Prothmann, partner at management consultancy HRpepper Management Consultants, and Robin Sudermann, co-founder and CEO of talentsconnect agree: the role of recruiters will change dramatically in the coming months and years. Recruiting is one of the company's key value drivers and is becoming increasingly strategically important due to increasing competition for the best talent. This is also accompanied by a change in the role profile of the recruiting job itself.

🙅🏻 “Recruiters are all self-taught,” says Robin. Because the role is not well differentiated in the status quo: job titles and job profiles are not standardized, there are no classic career paths, there is no fixed training path for female recruiters.

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🚀 According to Kerstin and Robin, recruiters need these skills to be well positioned for the future:

👉 Understanding the target group: a deep understanding of the respective target group, for the realistic and attractive marketing of the respective position

👉 Consulting expertise: proactive advice on profile description and contact strategy with regard to target group, reality check and diversity in the team line-up

👉 Data literacy: Only with data insights can recruiters achieve their goals in the long term and receive the necessary support from management

👉 Build interfaces: There is often still a lot of persuasion to be done when setting up and maintaining interfaces, in particular with the specialist department

👉 networks: networking with like-minded people from other companies to learn again and again from best practices in the market

👉 Brand ambassadors: Recruiters must radiate the corporate culture — they are the first personal point of contact between applicants and the company

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💬 Recommendations from podcast guests:

• Book recommendation from Robin:”No rules rules” by Reed Hastings and Erin Meyer. It's about how CEO and People Leads work together at Netflix.‍
• The Direct to Talent Community, in which hundreds of recruiters share best practices
• Bootcamps for recruiters from People Skills Club‍
• The deepening panel discussion ”Recruiters in the future” at the “Direct to Talent” festival in Cologne
• Kerstin has founded a company in Nepal that trains women to become entrepreneurs. Here you can find these products from Nepal‍
• There is Robin's column on the subject of data

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Julia Stinauer has been working as a senior recruiter at Rewe Group for 11 months — together with Daniel Corbic, her team lead Talent Acquisition Corporate Functions.

Hard to believe but true: Before Julia joined Rewe Group, she was happy at her job and wasn't even looking for anything new. In this podcast episode, they tell how Daniel and his team managed to convince her from both perspectives, from both perspectives, from both perspectives, from both perspectives, from both perspectives, from both perspectives of the employer and employee.

It has been clear to both of them for a long time that the job market has developed into an internal market for applicants. That is why at the Rewe Recruiting Center, they are always taking new and creative paths to convince candidates. In doing so, they report on innovations that they drive together and share very specific “quick wins” — including:

👉 how they were able to double the number of applications received by specifying full and part time in every job posting

👉 why they opt against active sourcing with a watering can

👉 How important is the interface between recruiting and managers, even before the first application is received

👉 What they do to understand exactly the needs of their target group and which channels they use to obtain information

👉 How they increased their click rate tenfold by adding the keyword “HR” to the job title

👉 Why “time to” indicators should be evaluated per target group

👉 How a monthly Innovation Day ensures that the recruiting team has time to exploit the creativity of the entire team

👉 What experiences do they have with a “pitch call” as a first step in the recruiting process, in which the manager “sells” the respective job to the candidates

👉 What influence “reverse mentoring” has on their innovative strength

👉 How the recruiting team gets the attention of the Executive Board by calculating business cases

Recruiting during the economic crisis: How recruiters can prepare themselves

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⛔️ Changes in financial and interest rate policy and the associated inflation are harbingers of a crisis in the German economy. At the same time, employee turnover is higher than ever and there will be a shortage of three million talents on the labour market by 2023 — despite the peak number of employees in Q3 2022. The shortage of skilled workers is spreading globally into a labour shortage: By 2030, 85 million workers will be missing worldwide.

📉 Mark-Christian Schmidt, Managing Director Analytics at talentsconnect, summarizes this market situation in the podcast episode and explains the consequences for recruiting strategies. He is an economist by nature and has gained experience in global HR and people analytics departments at companies such as Viessmann and Zalando.

Mark reveals the challenges HR and recruiting managers face, how they can prepare for the upcoming crisis and shares the following learnings, among others:

👉 why almost 40% of all jobs in Germany are at risk of having to be filled

👉 What influence demographic change has on the shortage of skilled workers

👉 Why the effect of early retirement in particular was underestimated

👉 How different companies are preparing for the crisis and what impact this has on recruiting budgets

👉 Which methods can be used to prioritize vacant jobs

👉 What recruiting managers can do to get to the company's strategic decision maker's table

👉 Why an age structure analysis is currently a particularly useful measure

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💬 If you want to find out more, you can find answers to specific questions in these formats

• in the masterclass”Make recruiting a board thing - your pitch template“on 06.12.2022 with speaker Mark-Christian Schmidt
• in the masterclass”Business plan 2023//5 tips on how to properly plan your personnel“on 8.12.2022 with speaker Mark-Christian Schmidt
• in the Direct to Talent Community, in which over 400 recruiters, people and hiring managers face the challenges of recruiting together

What successful career sites can we learn from online shops in e-commerce

Adrian Piegsa, founder and managing director of Tante-E, is Online shop expert — with his agency, he has already set up and optimized online shops for over 300 companies using Shopify's modular system.

Robin Sudermann, talentsconnect founder and managing director, on the other hand, is Expert for digital career sites, which are called “JobShop” at talentsconnect — because they translate many logics from e-commerce to recruiting.

💬 The two talk about what online shops and job shops have in common: It quickly becomes clear that the common denominator is showing the right product or job to the right person in the shortest possible time. But differences also become clear, particularly when it comes to the selection process following an application.

They also share the following learnings:

👉 How important is the structure and associated user journey of a career page

👉 Why audiovisual content belongs in job advertisements

👉 Which key figures recruiting managers should regularly look at with regard to the career page

👉 What e-commerce can learn from applicant rejection management regarding “returns of goods”

👉 How important retention — i.e. the loyalty of buyers and applicants — is in both industries

👉 Why recruiters do a job as “egg-laying woolly milksow” that various sales departments cover together

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📖 The following article in Human Resources Manager magazine fits the episode

“What recruiting can learn from e-commerce”, published on 02.11.2022.

Best practices, fails and learnings for building successful talent acquisition teams at Trusted Shops and talentsconnect

🚀 With this episode, the “Direct to Talent” podcast is entering its second season. Clara Schnittert as presenter and Marco Garbrecht and Robin Sudermann as guest speakers will kick off the season in a team of three.

Marco Garbrecht is now Director of Talent Acquisition (TA) at Trusted Shops. In 2016, he was the first recruiter at the Cologne-based company, which now has over 900 employees. Trusted Shops has grown significantly in recent years; in 2021 alone, the TA team hired over 400 people. Marco therefore knows exactly what it means to build a recruiting team from scratch.

Robin Sudermann, in turn, has taken over the recruiting of many of the now 100 employees at talentsconnect himself as CEO and co-founder. There is now a separate team called “Best Home” here too for hiring and developing the team.

Marco and Robin reveal how recruiting and their role have changed over the years, what mistakes they have made in setting up recruiting teams and share the following learnings, among others:

👉 How the recruiting strategy differs in growth phases (#getbigger) from scaling phases (#getbetter)

👉 When is the right time for a large number of recruiters and when for their education and training

👉 Why C-level should spend 20-30 percent of their time on recruiting and people development topics and what successful formats such as “CEO Hour”, “Meet-the-Founder” and “Insights Hours” can look like

👉 How the balancing act between scaling and a personal touch can work in the recruiting process

👉 Why predictive hiring is an innovative term for network maintenance

👉 How recruiting teams can secure their place at the company's strategic decision table through financial arguments and business cases

🎧 Here are two more podcast recommendations from this episode:

• Clara's previous Data Insights podcast called “Clara makes it clearer” about data in recruiting
• Robin references the OMR podcast episode #430, in which Sven Schmidt explains why he believes that Trusted Shops has given away a lot of the brand's potential

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In this episode of the podcast “Using ChatGPT Successfully in Talent Acquisition,” Madeline Timmer, Vice President Employer Marketing at HeyJobs, will tell you how you can use ChatGPT profitably in HR and recruiting. It shares valuable insights and shows how ChatGPT can improve communication, processes, and candidate experience. Madeline explains what use cases there are for ChatGPT in HR, from talent attraction to talent acquisition to talent selection. She also stresses the importance of respecting data protection and being careful when using ChatGPT. Learn how to use the tool for your business goals and don't miss the opportunity to increase your team's efficiency, productivity, and employee satisfaction. Listen now and get valuable inspiration for your talent acquisition!

Why employer branding, talent attraction, recruiting and new work must form a single unit

Gero Hesse is probably THE expert par excellence in the HR tech sector. He expresses his passion for employer branding, recruiting and new work both as managing director of TERRITORY EMBRACE, one of the leading employer branding, personnel marketing and recruiting agencies in the DACH region, and as a podcaster and blogger at SAATKORN. His mission: to provide inspiration for a better working world.

In this episode, he talks to Robin about how the image of employer branding has changed and what influence New Work had on it. For example, it is no longer a matter of presenting yourself in a particularly cool and interesting way to the outside world, but it has become much more important to connect employer branding, recruiting and new work in order to present a uniform image externally and internally.

In conversation, Gero says:

👉 Why many branding agencies need to rethink now.

👉 What the perfect synergy between marketing and recruiting looks like.

👉 Why HR departments can't shirk technologies and key figures.

👉 How the way we work together could change and why employer branding might not be needed anymore.

Who owns the career page? A conflict between recruiting and marketing

In this D2T special episode, Robin and his Co-Founder and Director Business Development Lars Wolfram talk about how recruiters and marketing managers can achieve their common goal of attracting new employees. Because although both parties actually have separate areas of responsibility — one is responsible for generating reach, the other for one-to-one contact — they meet on the career side.

This can cause conflicts. Namely when recruiting and marketing disagree on what the career page should look like and what objectives it should serve. In the new episode, Robin and Lars look at exactly this dispute. The two also talk about it:

👉 What marketing and recruiting should be responsible for on the career side

👉 How applicant management systems, Google for Jobs and corporate website are connected

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How employer branding works in a globally active company

How does employer branding actually work in globally active companies? Matthias Kleff, Head of Global Recruitment Marketing, has been designing the employer brand for the world's leading specialty chemicals company Evonik for over ten years and is therefore particularly good at answering this question. Where he had to explain employer branding to colleagues at the beginning, he is now on the verge of a new global campaign for the employer brand.

Matthias also talks about this with Robin:

👉 How they make the visibility of their employer branding measures measurable

👉 What the recruitment process at Evonik looks like and how they design their interfaces with specialist departments and recruiting

👉 Whether we'll be applying to the metaverse in the future

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Why corporate culture is crucial in recruiting

“I don't even look at the certificates when applying,” admits Miriam Wohlfarth, Co-CEO at Banxware. looks back on many years of experience as founder of Ratepay and various positions in the fintech sector. Even though she values a certain qualification, cultural fit — i.e. how well candidates and corporate culture go together — is much more important to her than the final grade in the certificate. Because she believes that you can learn almost anything from skills. If the mindset is right — and in the case of Banxware, jumps in at the deep end and wants to learn something new — the rest comes naturally.

In the new “Direct to Talent” episode, Miriam also tells:

👉 How Ratepay's corporate culture came about by chance and what it learned from it.

👉 What role social media plays in recruiting

👉 Why, from their point of view, recruiting is a CEO thing.

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Another suitable book tip: “The makers — That's how companies work! “by Miriam Wohlfarth and Nina Pütz

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What parallels exist between SDRs and recruiters

Mattia Schaper and Helena Klaus are new founders of “SDRs of Germany”, the first German-language sales community. Both women are SDRs (Sales Development Representatives) themselves, have learned sales in Great Britain and are now realizing that they encounter some prejudices against the profession in the DACH region — which of course also has an impact on recruiting. At the same time, SDRs are more in demand on the job market than ever before.

A really exciting special episode in which Robin not only talks to Mattia and Helena about their founding story, but also explores the following questions:

👉 Can recruiters be retrained to SDRs without any problems? And the other way around?

👉 Why is honesty one of the most important factors in sales and recruiting?

👉 What needs to be done so that SDR and recruiter don't just remain entry-level jobs?

Why recruiting also concerns management

As CEO of the TLGG Group, Christoph Bornschein has noticed an increased demand for advice on presenting the employer brand in recent years: “Employer branding is as hot as ever.” An attractive employer brand is at least as important as a good product brand because it is also business-critical. For Christoph, it is therefore a matter of course to regularly discuss recruiting topics in management meetings.

As CEO of an international digital agency, he not only knows how recruiting works in large companies, but also has a differentiated view of how we find the talent of tomorrow through his positions on supervisory boards such as the ZF Group, the Lufthansa Innovation Hub and talentsconnect as well as on the Digital Council of the Federal Association of German Employer Associations.

In the new “Direct to Talent” episode, he talks about:

👉 What is important when building a good employer brand

👉 Why he even talks about a “second level of talent crisis”

👉 How successful recruiting in your own network can be

👉 What two core skills recruiters need to have

👉 What salary bands have to do with gender pay gaps

👉 About the importance of employee participation and benefits

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From a recruiter's perspective: Recruiting 1x1 at diconium

Till Ebinger has been working on finding the right talent since day one and has been doing so at diconium for over six years now. In his position as Director Recruiting, he is not only responsible for attracting new employees, but also leading a team of recruiters and creating a recruitment strategy.

While Robin already talked to Anja, Managing Director at diconium, in episode 2 about what good recruiting needs to do in her opinion, Till, as a recruiter, sits much closer to the target group and now describes his perspective on “Direct to Talent.”

He reports on this:

👉 How his recruiting team is structured and what the recruiting process looks like

👉 Why recruiters should best do an internship in the department for which they want to fill positions

👉 What recruitment can learn from sales and what an optimal interface to employer branding looks like

👉 Whether a job description is even needed at some point

Love at first sight? Why so many companies underestimate initial contact with talent

How do you recruit almost 700 new people within two years? Robin talks about this with Anja Hendel, Managing Director at diconium — because that is exactly what the digital agency has achieved.

Anja is a trained business economist and computer scientist and is passionate about topics such as digitization, data and transformation. At diconium, she supports the digital transformation of companies such as VW and, thanks to her many years of experience in large corporations, knows what is important when building tech teams. This allows her to provide exciting food for thought about recruiting not only as a member of the supervisory board at talentsconnect, but also in the “Direct to Talent” podcast.

That's what this episode is about:

👉 How crises are reflected in recruiting

👉 How important expectation management is for talent and how it ensures that candidates not only want to apply but also want to stay

👉 How do you recognize really good recruiting and what it has to do with love at first sight

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What start-up recruiters can learn from giants like McKinsey

The first podcast episode is really something special: it took place live a few days ago, in the middle of the Recruiting Community Festival #RC22 in Berlin, where the hottest recruiting trends were discussed.

The guest Dr. Lynn Schäfer combines recruiting expertise from practice and science — an extremely rare and at the same time unique combination. Lynn has a doctorate in talent management at ESCP Business School Berlin and also has many years of experience as a recruiter in world-renowned companies such as McKinsey, as well as newly founded start-ups. In this episode, she reveals:

👉 Why D2T has always been McKinsey's recruiting philosophy

👉 Why talent pools are their secret tip (regardless of whether you have a budget for them or not)

👉 Why you can't rely on strong brands and why EVERY recruiter is the most important brand himself.

👉 What recruiting has to do with shopping why recruiters should be “also open to returns.”

Here are two more book recommendations from this episode:

📚 “Big five for live,” John Strelecky

📚 “No Rules. NETFLIX and the Culture of Reinvention,” Reed Hastings, Erin Meyer

In the podcast “Direct to Talent,” Robin Sudermann, founder of the recruiting tech company talentsconnect, talks about his big mission: How can I address talent directly, digitally and authentically and thus make myself independent of intermediaries again as a company?

Especially in times of labor shortages and developments such as the “Great Resignation,” recruiting is becoming a critical lever of growth and success for companies — this applies to start-ups, medium-sized companies and large corporations alike. With traditional methods, outreach via job boards or access by headhunters alone, companies will no longer be able to fill their positions. Much worse: These classic methods are increasingly driving companies into dependencies for which they pay a high price. Today, more than ever before, a direct connection to new talent determines whether business models take off or stay grounded.

This is exactly where the podcast comes in: Robin Sudermann meets thought leaders, founders, experts and makers who are already rethinking recruiting and looking for a direct path to new talent. Together, they talk openly about the challenges, turning points and opportunities of new recruiting strategies.

How do you attract the best talent in the midst of what is arguably the biggest job market transformation of our time? How can recruiting be successfully integrated into a company? What distinguishes the best recruiting approaches from 2022 from those before the pandemic?

The answers to these questions, new insights and data, best practices and practical tips can be heard here every week.