Digital HR Practices I: Employer Branding, Recruiting, Talent Relationship Management

• Processes, methods and elements of employer branding, recruiting and talent relationship management • Characteristics and influencing factors of employer attractiveness, definition of target groups and selection of appropriate communication channels • Strategic and customer-orientated communication • Criteria for fair, transparent and ethical processes in recruiting and talent management that also meet the requitements of diversity • Matching factors for humans and organisations • Programmes, measures and methods of onboarding • Criteria and key figures for the analysis of processes and measures • Current trends of employer branding, recruiting and talent relationship management

Mode of delivery

face to face



Recommended or required reading and other learning resources/tools

Bratton, J.& Gold, J. (2017). Human Resource Management: Theory and Practice (6th edition). Basingstoke: Palgrave Macmillan. Crawshaw et al (2020) Human Resource Management: Strategic and International Perspectives, Sage, 3rd edition. Guion, R. (2019). Assessment, Measurement, and Prediction for Personnel Decisions. New York, London: Routledge (2nd edition) Mosley, R. (2014). Employer Brand Management. Practical Lessons from the World´s Leading Employers. Wiley Nikolau, I., Oostrom, J. (eds.) (2015). Employee Recruitment, Selection, and Assessment. Contemporary issues for theory and practice. Petry, T., Jäger, W. (Hrsg) (2018). Digital HR: Smarte und agile Systeme, Prozesse und Strukturen im HR Management. Freiburg: Haufe. Trost, A. (2014). Talent Relationship Management: Competitive Recruiting Strategies in Times of Talent Shortage. Heidelberg: Springer. Werther, S., Bruckner L. (Hrsg) (2018). Arbeit 4.0 aktiv gestalten: Die Zukunft der Arbeit zwischen Agilität, People Analytics und Digitalisierung. Berlin: Springer

Planned learning activities and teaching methods

Blended learning (classroom teaching and online), guest lectures, discussions in small groups, presentations, practical examples, preparation of concepts, excursions, experimental learning

Assessment methods and criteria

Continuous assessment and final written exam

Prerequisites and co-requisites



Degree programme

Digital HR & angewandtes Arbeitsrecht



ECTS Credits


Language of instruction




Academic year



1 WS



Learning outcome

After successful completion of the course, the students can • explain the strategic meaning of employer branding, recruiting selection and talent relationship management for the company’s success, working relationships and job satisfaction • identify and analyse the responsibilities, requirements and activities in the areas of employer branding, recruiting and talent relationship management • design appropriate employer branding approaches, recruiting strategies, selection processes and commitment measures based on evidence-based, fair and ethical citeria and processes that also meet the requirements of diversity • design a positive “candidate & employee experience” and promote the identification with the company from the first contact to the end of the onboarding process • critically reflect on the impact of the applied criteria and measures with regard to gender and diversity • analyse the efficiency and effectiveness of employer branding, recruiting, selection, talent relationship management and onboarding and develop sustainable measures to improve the “candidate & employee experience” • deduce requirements concerning digitat communication channels and software solutions and research appropriate tools

Course code