Employer Branding and Digital Recruiting

Lehrinhalte

The integrated course focuses on employer branding and digital recruiting:
The main concepts that will be dealt with are branding fundamentals, brand related recruiting campaigns as well as building a roadmap for relevant touchpoints.
Moreover, current recruiting trends, active sourcing techniques and digital employee referral programs will be explored.

Art der Vermittlung

Präsenzveranstaltung

Art der Veranstaltung

Pflichtfach

Empfohlene Fachliteratur

Trost, A. (2020): Human Resources Strategies: Balancing Stability and Agility in Times of Digitization. Wiesbaden: Springer

Lern- und Lehrmethode

Integrated Course: Presentation by the lecturer, active classroom participation, workshops and guest lectures.

Prüfungsmethode

Integrated Course:
Continuous assessment and final exam:
49% of your final grade are based on active classroom participation (for example: group work, presentations, and discussions).
51% are based on the final written exam.

Voraussetzungen laut Lehrplan

This course takes place in the 5th semester an forms part of the HRM specialisation.

Schnellinfos

Studiengang

Arbeitsgestaltung und HR Management (Bachelor)

Akademischer Grad

Bachelor

ECTS Credits

3.00

Unterrichtssprache

Englisch

Studienplan

Berufsbegleitend

Studienjahr, in dem die Lerneinheit angeboten wird

2024

Semester in dem die Lehrveranstaltung angeboten wird

5 WS

Incoming

Nein

Lernergebnisse der Lehrveranstaltung

  • Understand what a modern brand is
  • Build the connection between employer and consumer brand
  • Create the concept of company culture, and apply it
  • Build brand core functions and touchpoint strategies
  • Understand why best practice in branding does not exist
  • Work with different sets of target groups
  • Understand branding KPIs
  • Apply conservative concepts as well as disruptive ones.
  • Create your own brand based on an existing brand
  • Describe the impact digitization has on recruiting and discuss the digital recruiting trends
  • Apply digital methods to create a coherent candidate journey according to a brand-related recruiting campaign
  • Compare different platforms and tools for digital recruiting according to their purpose and fit for the organization’s objectives
  • Use active sourcing techniques and employee referrals to identify and address suitable candidates appropriately
  • Construct a measurable recruiting funnel and a process for evidence-based continuous improvement
  • Evaluate the status quo of recruiting digitization in an organization and formulate measures for improvement

Kennzahl der Lehrveranstaltung

0582-15-03-BB-DE-50b