O Social and online communication is becoming increasingly important to businesses. But when addressing applicants, many prove great uncertainty. This is the result of an analysis around the topics career and application of the 30 DAX companies, carried out by the communication agency “Wortwahl”. For her analysis, she has the career and application areas of the websites of all Dax companies and their social media channels Facebook , Twitter and Instagram regarding the applicant approach from May 2017 to March 2018.
Special attention was paid to how corporations address five different age groups: students, apprentices, students, career starters and experienced professionals. “Lufthansa, VW or Deutsche Telekom sweeten students on their website, but they work on their social media channels such as Facebook, Twitter or Instagram professionals,” said Murtaza Akbar, head of “choice of words” and lecturer in the course of online communication at the Darmstadt College ,
The insurance company Allianz in turn wins all applicants on its website, but duzt on his social media appearances. Another very concrete example: “Get an impression – with a student internship at Volkswagen,” writes about VW on his website and wins with it pupils. On his Facebook channel, however, VW writes: “You are a real sales talent? Then apply as Key Account Manager International at Volkswagen “.
A flat recipe does not exist
However, this is not an isolated case, but occur in many DAX companies, emphasizes Akbar. “It shows that the channel is more important to the corporations than the people, otherwise they would be better at differentiating the speech and not all over a comb.” He also criticizes a lack of sensitivity with regard to the age of the applicants. “It ranges from 15 years to 50 plus. Since it is obvious to address people differently, “Akbar advises.
On the other hand, such an individual approach to addressing applicants is currently not apparent in many of the Dax companies surveyed. “Every company wants to communicate authentically, but very few are really ‘real’ in their communication,” says Akbar. You should ask yourself how they really communicate within the company or how they address candidates in job interviews.
Akbar understands that companies are facing major challenges: they have to manage the balancing act between online, social media, international and German communication as well as to develop an individual and authentic approach to applicants. In addition, the gender issue should not be ignored.
A blanket recipe, the communication consultant but believes wrong. “Every company is different, unique.” Although it would be tedious and exhausting to deal with the addressing of applicants and customers on the individual communication channels, it could also bring competitive advantages. “Credibility is an important value for people – and of all ages.”