Social Media Recruiting Strategy for Swisslog Schweiz

Employer branding and recruitment activities, especially in relation to younger generation, have shifted from the traditional media to the online space. Social media channels have potential to allow reaching vast audiences on the global scale and attract top talent without involvement of high costs.

Du, Qiuqiao & Vishnevskaya, Anastasia, 2015

Art der Arbeit Bachelor Thesis
Auftraggebende Swisslog AG
Betreuende Dozierende Wittmann, Xinhua
Keywords social media, social recruiting, employer branding, recruitment, recruiting strategy, social networking, social media presence, social media for business, recruiting methods, Generation Y
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However, single presence on social media is not enough to get target talent. In a times of skilled labor shortage, recruiters have to attract candidates like marketers would attract consumers. Employer image matters more than ever before and two-way communication with candidates became an accepted norm. Therefore, a clear, integrated and targeted social media recruitment strategy should ensure that the company can benefit from the use of social media at maximum extent. This study aims to investigate how social media can be used by Swisslog AG in its recruitment and employer branding.
The main goal of this thesis is to develop a social media recruiting strategy for Swisslog AG in order to strengthen its employer brand within social media space and to find new opportunities for acquisition of the top talent among its target candidate group. The target audience comprises of students, recent graduates and young professionals with background in information technology, engineering, business or logistics. The methods which were used to gather necessary data for this project are desk research, survey of the target candidate group and survey of company's employees.
Analysis of the collected information revealed that the most popular social networks for professional purposes are LinkedIn and XING. Based on the findings, the social media recruitment strategy for Swisslog Schweiz AG was created. It includes selected mix of relevant social media channels and activities for recruitment, social media optimization plan to the whole recruitment strategy as well as proposed methods for the measurement of the channels’ effectiveness. It is suggested that Swisslog AG should not center its recruitment activities on social media channels as a stand-alone method, but should combine and integrate them with already existing channels. Moreover, by utilizing social media for recruitment in a professional and coherent manner, Swisslog AG can add value not only to its employer brand but also to its overall corporate image.
Studiengang: Business Administration International Management (Bachelor)
Vertraulichkeit: öffentlich
Art der Arbeit
Bachelor Thesis
Auftraggebende
Swisslog AG, Buchs AG
Autorinnen und Autoren
Du, Qiuqiao & Vishnevskaya, Anastasia
Betreuende Dozierende
Wittmann, Xinhua
Publikationsjahr
2015
Sprache der Arbeit
Englisch
Vertraulichkeit
öffentlich
Studiengang
Business Administration International Management (Bachelor)
Standort Studiengang
Olten
Keywords
social media, social recruiting, employer branding, recruitment, recruiting strategy, social networking, social media presence, social media for business, recruiting methods, Generation Y