Employer Branding and Digital Recruiting

Brief description

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.

Mode of delivery

Präsenzveranstaltung

Type

Pflichtfach

Recommended or required reading and other learning resources/tools

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

Planned learning activities and teaching methods

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

Assessment methods and criteria

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.

Prerequisites and co-requisites

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

Infos

Degree programme

Work Design & HR Management (Bachelor)

Cycle

Bachelor

ECTS Credits

3.00

Language of instruction

English

Curriculum

Part-Time

Academic year

2024

Semester

5 WS

Incoming

No

Learning outcome

  • 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

Course code

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