{"id":55771,"date":"2018-03-22T14:21:00","date_gmt":"2018-03-22T13:21:00","guid":{"rendered":"https:\/\/synergie.de\/?p=55771"},"modified":"2025-07-23T14:49:47","modified_gmt":"2025-07-23T12:49:47","slug":"ein-blick-in-die-zukunft-oder-realitaet-im-recruiting","status":"publish","type":"post","link":"https:\/\/synergie.de\/hr\/ein-blick-in-die-zukunft-oder-realitaet-im-recruiting\/","title":{"rendered":"Pogled u budu\u0107nost? Ili stvarnost zapo\u0161ljavanja?!"},"content":{"rendered":"

Kad se sajam nazove 'festivalom', a u trendi M\u00fcnchenu regruteri u redu na ulazu odu\u0161evljeni su umjetnikom odjevenim u kostim Supermana, to vam daje jasnu predod\u017ebu o tome \u0161to mo\u017eete o\u010dekivati. Samoprogla\u0161eni 'Expofestival' TalentPro u M\u00fcnchenu predstavio je najnovije trendove i vizije budu\u0107nosti u regrutiranju.<\/p>\n

Na\u0161a voditeljica marketinga, Carola Schneider, govori o aktivnom tra\u017eenju kandidata, geolokaciji, robotu Vera i uobi\u010dajenom regrutacijskom ludilu.<\/p>\n

TALENTpro 2018 u M\u00fcnchenu \u2013 "Inspiriranje stru\u010dnjaka za zapo\u0161ljavanje!"\u201e<\/strong><\/p>\n

Jedna je stvar oko koje su se svi, bez iznimke, slo\u017eili: kandidati su tra\u017eeni! "Recruiters su prodava\u010di. Moramo prodati na\u0161u tvrtku i na\u0161e poslove kandidatima." Ovu je izjavu iznio Gabor Toldi iz Budimpe\u0161te u svom predavanju o 'priru\u010dniku za zapo\u0161ljavanje u novom dobu'.<\/p>\n

Gotovo svi su govornici dotaknuli temu tr\u017ei\u0161ta rada, ponekad samo ukratko, ponekad detaljnije. Osim uskog tr\u017ei\u0161ta rada i promjenjivih o\u010dekivanja tra\u017eitelja posla od poslodavaca, transformacija \u010ditavih radnih uloga u digitalnom svijetu tako\u0111er je bila tema rasprave.<\/p>\n

Kako \u0107e se pozivni centri razvijati u budu\u0107nosti (na slici lijevo: Amelia, robot koji govori i \u010dita 20 jezika)? Kako \u0107e izgledati supermarket budu\u0107nosti?
\n\u0160to treba znati regruter kako bi prona\u0161ao osoblje koje \u0107e tvrtka tra\u017eiti u budu\u0107nosti (ili, gdje je to primjereno, kako bi ih dalje razvijao u suradnji s kolegama iz ljudskih resursa)?<\/p>\n

Kandidati zauzimaju sredi\u0161nje mjesto na TALENTpro<\/strong><\/p>\n

Gotovo sve prezentacije bile su usmjerene na pitanje: Koji mi je kandidat potreban za koju ulogu? Gdje ga mogu prona\u0107i i kako mu pri\u0107i? Kako ga zainteresirati za moju tvrtku?<\/p>\n

Idite tamo gdje je kandidat.<\/strong><\/p>\n

Uz mje\u0161avinu tradicionalnih oglasa za posao na premium portalima za zapo\u0161ljavanje \u2013 od kojih su ve\u0107inu predstavljali izlaga\u010di \u2013 i inicijativa za brendiranje poslodavca, 'programatsko ogla\u0161avanje poslova' jedna je od vru\u0107ih tema na sajmu \u2013 ba\u0161 kao \u0161to je bilo i na Personal S\u00fcd 2017, o \u010demu smo ranije izvijestili. Oglasi za posao vi\u0161e se ne prikazuju isklju\u010divo na burzama rada, gdje ih 'samo' vide aktivni tra\u017eitelji posla, ve\u0107 se umjesto toga prikazuju kao oglasi u relevantnom kontekstu.<\/p>\n

Tra\u017eite li ra\u010dunovo\u0111u? Onda se zapitajte: Koje stru\u010dne informacije \u010ditaju potencijalni kandidati? Na koje su se biltene pretplatili? Koje hobije imaju? Jesu li vi\u0161e zainteresirani za sport ili wellness? Za dobrobit \u017eivotinja ili luksuzna putovanja? U kojem se krugu vr\u0161njaka kre\u0107u? A na temelju te takozvane "persone kandidata" mo\u017eete potom oblikovati svoje marketin\u0161ke strategije za zapo\u0161ljavanje \u2013 idealno automatski putem ponudbi u stvarnom vremenu ili drugih alata internetskog marketinga.<\/p>\n

Svi Tech Titani \u017eele tvoje lice \u2013 Vizualno pronala\u017eenje<\/strong><\/p>\n

Oscar Mager iz Evertalenta obja\u0161njava kako koristi Google Slike za aktivno tra\u017eenje kandidata. Koriste\u0107i fotografije koje su, na primjer, posjetitelji sajmova snimili, identificira zanimljive kandidate na slikama i pretra\u017euje njihove podatke iz \u017eivotopisa i kontaktne informacije.<\/p>\n

Njegova vizija za budu\u0107nost: Google nao\u010dale za regrutere. Dok prolaze, regruteri mogu skenirati prolaznike i prikazati sve relevantne podatke iz \u017eivotopisa na rubu njihovog vidnog polja. I, naravno, relevantne kontaktne podatke\u2026<\/p>\n

Mnogi drugi govornici tako\u0111er isti\u010du trendove u izravnom obra\u0107anju kandidatima, na primjer na XING-u, putem Booleovih pretraga itd. \u2013 uostalom, procjenjuje se da je oko 60 posto kandidata 'samo' pasivnih tra\u017eitelja posla.<\/p>\n

Povratak osnovama: Preporuke zaposlenika kao GLAVNI kanal za zapo\u0161ljavanje?!<\/strong><\/p>\n

Manje eksperimentalno, ali i dalje u\u010dinkovito: formalizirani programi preporuka zaposlenika. Svaka organizacija u kojoj manje od 30 posto novozaposlenih dolazi putem preporuka zaposlenika ima prostor za pobolj\u0161anje.<\/p>\n

Bilo da se radi o Firstbirdu ili Talentriju \u2013 ovi pru\u017eatelji usluga posjetiteljima svojih \u0161tandova nude gotovo rje\u0161enje: svima koji vode program preporuka koriste\u0107i jedan od ova dva softverska alata obe\u0107avaju se vi\u0161e, motiviraniji i bolje kvalificirani kandidati.<\/p>\n

Pozitivno iskustvo prijave \u2013 'iskustvo kandidata' je ono \u0161to se tra\u017ei<\/strong><\/p>\n

Virtualne stvarnosti nao\u010dale, chatbotovi ili gamifikacija \u2013 \u010dak i nakon \u0161to je kandidat 'identificiran', za njega se zalagaju.<\/p>\n

Istra\u017eivanje o \u017ealbi Deutsche Bana<\/strong><\/p>\n

Deutsche Bahn \u2013 a me\u0111u ostalima i Kerstin Wagner, voditeljica odjela za privla\u010denje talenata \u2013 ne bavi se samo pitanjem odakle dolaze kandidati, nego i time kako percipiraju tvrtku kao potencijalnog poslodavca. Nije ni \u010dudo: s 247.000 prijava godi\u0161nje (!) \u2013 od strojovo\u0111a i programera do\u00a0Uredski administrator<\/a>\u00a0\u2013 to nije lak zadatak.<\/p>\n

Cilj Deutsche Bana stoga nije samo 'privla\u010diti' kandidate putem kampanja za brend poslodavca (kao \u0161to je nedavna 'Dobrodo\u0161li \u2013 odli\u010dno nam se uklapate'). Logisti\u010dki div je preispitao svoje procese i dubinski analizirao svoj brend poslodavca, uklju\u010duju\u0107i provo\u0111enje procjene privla\u010dnosti svih pojedina\u010dnih odjela.<\/p>\n

Uklanjanje prepreka \u2013 pojednostavljenje i profesionalizacija postupaka prijave<\/strong><\/p>\n

Osim toga, Kerstin Wagner ka\u017ee da je, prema njezinom iskustvu, va\u017eno ukloniti prepreke za kandidate \u2013 bilo da se radi o motivacijskim pismima koja kandidatima oduzimaju puno vremena za pisanje, \u0161kolskim ocjenama za maturante ili upitima potencijalnih kandidata izvan uobi\u010dajenog radnog vremena regrutera. Kako bi u budu\u0107nosti ponudila uslugu 24\/7 za 6,3 milijuna korisnika stranice za karijere Deutsche Bana, tvrtka trenutno testira vlastiti chatbot.<\/p>\n

SEW Eurodrive, "skriveni prvak" iz Baden-a, tako\u0111er stavlja iskustvo kandidata u sredi\u0161te svoje strategije. Kroz veliku reorganizaciju svog odjela za ljudske resurse i pokretanje centra za zapo\u0161ljavanje, tvrtka ima za cilj dodatno se pozicionirati kao privla\u010dan poslodavac.<\/p>\n

Tvrtka je ponovno impresionirala svojim brzim, profesionalnim i prijateljskim postupkom zapo\u0161ljavanja, najnovije\u00a0dodijeljena nagrada Candidate Experience Award<\/a>, s oko 30.000 kandidata svake godine \u2013 izvje\u0161tava Stefanie Schiebol, voditeljica nabave i zapo\u0161ljavanja.<\/p>\n

Zadr\u017eavanje (potencijalnog) osoblja na du\u017ei rok kao cilj ljudskih resursa<\/strong><\/p>\n

Pozitivno iskustvo kandidata va\u017eno je ne samo kada je kandidat zapravo zaposlen. Dugoro\u010dno zadr\u017eavanje kandidata, biv\u0161ih kandidata i biv\u0161ih zaposlenika u sustavima za upravljanje talentima, zajednicama alumni ili drugim mre\u017eama te njihovo pretvaranje u ambasadore brenda poslodavca predstavlja izazov s kojim se suo\u010davaju HR djelatnici, kao i voditelji linije u specijaliziranim odjelima i, naravno, regruteri.<\/p>\n

Ali postoji li uop\u0107e jo\u0161 potreba za regruterima?<\/strong><\/p>\n

\u201eZdravo, moje ime je Vera. Ja sam robot. Tra\u017eim PHP programere u ABC-u.\u201c<\/em>
\nOvo je vi\u0161e-manje na\u010din na koji se 'Robot Vera' \u2013 dobitnik nagrade HR Tech World Award 2017. \u2013 obra\u0107a potencijalnim kandidatima, osobito u Rusiji. Vera je u posljednjih devet mjeseci provela oko milijun telefonskih i videointervjua.<\/p>\n

Kraj regrutera?<\/p>\n

Ne mislimo tako! Ali zora je nove ere u zapo\u0161ljavanju! Era u kojoj su mnogi procesi \u2013 ne samo u administraciji ljudskih resursa, nego i u samom zapo\u0161ljavanju \u2013 podr\u017eani IT-om ili (u budu\u0107nosti, u potpunosti) automatizirani.<\/p>\n

Ali na kraju, razgovor licem u lice ostat \u0107e norma jo\u0161 dugo vremena.<\/p>","protected":false},"excerpt":{"rendered":"

Wenn sich eine Messe \u201eFestival\u201c nennt und im hippen M\u00fcnchen die Rekruter beim Schlangestehen am Einlass von einem K\u00fcnstler im Superman Kost\u00fcm umgarnt werden, l\u00e4sst das einiges erahnen. Das selbsternannte \u201eExpofestival\u201c TalentPro in M\u00fcnchen zeigte aktuelle Trends und Zukunftsvisionen im Recruiting auf. Unsere Marketingleiterin Carola Schneider berichtet von Active Sourcing \u00fcber Geo Location, Robot Vera […]<\/p>\n","protected":false},"author":2,"featured_media":154651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[21],"tags":[17,22,36],"class_list":["post-55771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-personalthemen","tag-arbeitsmarkt","tag-personalthemen","tag-rekruitierung"],"acf":[],"yoast_head":"\nEin Blick in die Zukunft? Oder Realit\u00e4t im Recruiting?! | SYNERGIE<\/title>\n<meta name=\"description\" content=\"Wenn sich eine Messe "Festival" nennt und die HR'lern in M\u00fcnchen Schlange stehen, l\u00e4sst das einiges erahnen. 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