Successful employer brands are much more than guidelines printed on paper or displayed on websites. They have to come to live in the enterprise – in interaction, in the ways teams are built, in experiencing appreciation. The question is: How can this experience become visible to the outside in a credible way? How can you reach out to those urgently needed skilled workers or those demanding young professionals? Valdivia Expert Tip no. 8 on Employer Branding provides a few answers.
Experiencing Your Employer Brand: Recruiting Events
You can list lots of bonuses in your job descriptions or on your webiste: promotional programs, a day care facility for employees, or free-of-cost charging stations for electric vehicles. The core of your employer brand needs to be experienced in real life. No matter how well-phrased a description may be, it will never really touch the reader. Potential candidates want to feel that yours is the right company and that you will respect them.
The best communication channel for this is personal contact and an event is the best tool. For events not only offer interested people the opportunity to meet your HR specialists, they also serve as a opportunity to meet future colleagues. With the help of the right event concept, any type of exchange will be possible, from casual conversations to a high-level expert talk.
The Right Format for Companies of Any Size
Recruiting events come in many shapes and forms, they are not limited to the HR sphere. In the following, we are introducing the most important ones. Whichever you choose – never forget that the look and contents need to be consistent with your general CI as an employer.
- Career Fairs and Technical Fairs
The most well-known type of recruiting events are probably general or industry-specific job fairs. For the real estate industry, for instance, there are the IZ-Karriereforum in Frankfurt/Main on 13 May 2023, or the CareerDay held at the Munich-based EXPO REAL (4 — 6 October 2023). Basically, any specific fair or convention can be a platform for addressing potential candidates! Just remember to provide information for job seekers at your booth or stand, to draw attention to current job openings, and to brief your crew on this important additional responsibility.
- In-house Congresses and Barcamps
When using your own facilities or a rented space, you are very free in the design of your event: You can invitie for a recruiting-centered event. Or else, you arrange for your own small technical conference with in-house specialists as well as external experts, and make a point of inviting suitable candidates and university students.
Barcamps are a very popular format with the younger demographic. Sessions there are not necessarily moderated by experts. Quite the contrary: candidates, too, can take over with their questions and wishes.
- Cooperating with Academic Institutions
Depending on whether you are looking for graduates or trainees, you can enter into a cooperation with local schools or universities. Both long-term commitments (such as scholarships, study projects, or internships) and contests are interesting formats: Many planning and development jobs in the construction and real estate sector are ideal projects for this. The young team with the best proposal will win an attractive prize, which will be crowned with a glamorous award ceremony and talks with the contestants about a carreer in your enterprise.
- Event Sponsoring
Your company is not big enough for your own event? Why not sponsor other enterprises’ events who address the same target group! Sports, cultural, leisure, social – there is hardly a field in which clubs, societies, and event managers will not be grateful for a little support. They will be happy to give you a spot for your information booth and a little stage time.
The Trump Card of the Construction and Real Estate Sector
Many enterprises are only able to present their daily activities to candidates in an abstract way. This is where you can benefit from a uniquie advantage: You can stage almost any type of event right in the middle of the action. An abandoned building or a carcass are immensely fascinating. Obvioulsy, the owner would need to agree to this and the incomplete structures will have to be safe and secure. If so, however, you have found an unbeatable event location, open for the most original ideas: an in-house congress will become a guided tour on technology or the real estate business. Empty office spaces will turn into session rooms for your barcamp. The logistics building will host the party to mark the finale of your best tenant app contest. And if you offer an opportunity for your guests to test their excavator operating skills in the course of your event, you will definitely arouse enthusiasm with lots of candidates.
At the same time your unusual ideas will generously feed into your Social Recruiting channels and, most likely, gain media attention as well.