The court purveyors for recruiting in the digital age
Naturally I am also writing this blog post in the context of the development of the digital recruitment market in the DACH region. While thinking about it recently, Demel came to mind... Do you know Demel in Vienna? An imperial and royal (“k.u.k.” in German) pastry shop with coffee house and absolutely worth a visit! But bring money with you, sugar can be expensive!
What does recruiting have to do with a pastry shop and coffee house, you might ask? Let's start with Demel:
According to Wikipedia, an imperial and royal purveyor to the court in the Austro-Hungarian dual monarchy, was a trader or service provider (from 1911 also a company) who had a special license to deliver goods and services to the court in Vienna through an imperial privilege.
The products of these companies were among the most expensive and exclusive in the country. An excellent reputation and an aura of exclusivity as well as high quality preceded these products valued by the imperial court.
This does not only apply to Demel and the last century. No, that also applies to the recruiting habits from the last decade.
I still meet a lot of organizations in the market that adhere to the principle of imperial and royal court purveyors when recruiting. Especially when it comes to selecting the right media channels and business models for truly digitally driven recruitment in this coming third decade.
Not only do probably 80% of the companies still distribute their jobs to the court purveyors like sprinkling water here and there (pay and post). Instead, they often do this without knowing the ROI and with a lack of flexibility to control recruiting in a targeted manner.
And this is where another Demel phenomenon comes into play when comparing it to recruiting, let's call it: handling the beverages. “Have you already chosen?” As is well known, there are many varieties of coffee to choose from, and each of them has its own timing, taste and effect.
The possibilities of actively addressing candidates are just as varied as the choice of media channels to reach them. Here, too, you can work with the right media partners at the right time and for the right profiles. Those that also bring you different effects, i.e. new candidates, than your previous favorite.
So if I compare Demel, a company with a long history, with today's recruiting, no one can afford royal and imperial rates nowadays! Continuing to spend the money with both hands on simple recruiting where it could have been better used for difficult-to-fill positions.
The crisis has driven digitization. Also think digitally in recruiting!
Imagine full transparency, flexibility and cost accuracy when approaching the right candidates. Knowing where you will get the best results and better, because more suitable, applications, whether active or passive ones.
Talk to us, as Austrians we know our way around “k.u.k.” exactly as we do with chosing the right coffee ... uh, candidates.
With royal greetings,
