In the "war for talent," companies are forced to break new ground. Creative recruiting is increasingly taking place digitally - but it is also providing surprises in analog form.

A university degree on a standard resume may be an indication that the applicant knows a lot - but that won't matter in the future. Because knowledge work after the fourth media revolution becomes semantic and situational. In the future, problem-solving competence must be thought of strongly in terms of the specific situation. Finding employees who contextualize and creative solutions will therefore be one of the major challenges for many companies.

Classic job search methods and job offers - whether newspapers, Internet exchanges, headhunters or trade fairs - are often no longer effective because people think, search and filter in patterns that are too narrow and standardized. Instead of asking for certificates and degrees, recruiters need to give applicants the chance to demonstrate their skills at the Solving a concrete problem to prove its worth. Qualification in the future will be determined by the specific situation thought of here.

Social media has already established itself as an integral part of the job and employee search. Now come new portals like Glassdoor where employees can not only rate their employer, but also indicate how much they earn, for example.

Other companies are using the virtual space beyond the usual job boards and professional networks. Thus already Online games like "World of Warcraft" or Dating Apps like Tinder into recruiting tools. Also new is the search and application via Creative contestsThe company also offers a number of other opportunities for potential employees to demonstrate their potential without the need for a resume, photo, or diploma.

The McDonald's-The "My Burger" crowdsourcing campaign not only attracted meatball designers, but also hackers who tried to manipulate the burger configurator. Razorfish, the agency behind the campaign, had created a Easter egg hidden: In the source code, the agency placed the message "Congratulations, not many get this far. Time for the next step:"

However, recruiting doesn't have to be digital to be creative. Ikea Australia, for example, hid job descriptions in furniture packages, reaching thousands of people. Volkswagen had employees "undercover" take broken vehicles to various mechanics: Signs with job offers were placed under the car - visible only to the person who repaired the car. In this way, VW employees were able to identify potential candidates in the Everyday context experience and observe their performance unadulterated from the customer's perspective.

In order to get hold of good heads, such creative recruiting approaches will be more and more in demand in the future. Not only in order to find the contextualizers and problem solvers, but also in order to be able to apply for these very interesting as an employer to make.


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