In the "war for talent", companies are forced to break new ground. Creative recruiting is increasingly taking place digitally - but also provides surprises in the analogue world.

A university degree on a standard CV may indicate that the applicant knows a lot - but this will no longer be the case in the future. Because knowledge work after the fourth media revolution becomes semantic and situational. In future, problem-solving expertise must be strongly focussed on the specific situation. Finding employees who contextualise and creative solutions will therefore be one of the biggest challenges for many companies.

Traditional methods of job searches and job offers - whether newspapers, internet exchanges, headhunters or job fairs - often no longer work because people think, search and filter in too narrow, standardised patterns. Instead of asking for certificates and degrees, recruiters need to give applicants the chance to demonstrate their skills at the Solving a specific problem to prove themselves. In future, qualification will be specific situation thought.

Social Media has already established itself as an integral part of the job and employee search. Now new portals such as Glassdoor The company has also added a number of new online platforms where employees can not only rate their employer, but also indicate how much they earn, for example.

Other companies use the virtual space beyond the usual job exchanges and professional networks. For example Online games like "World of Warcraft" or Dating apps like Tinder into recruiting tools. Another new feature is searching and applying via Creative competitionswhere potential employees can demonstrate their potential without a CV, photo or diploma.

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

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

In order to get hold of good minds, such creative recruiting approaches will be increasingly in demand in the future. Not only to find the contextualisers and problem solvers, but also to find the right people for the job. interesting as an employer to make.

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