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Reverse the labour market: Baloise applies to candidates

"Hello, I'm Alexander Bockelmann, 45 years old, come from Hamburg and am now here at the Baloise ." With these words the new chief for information technolo

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Reverse the labour market: Baloise applies to candidates

"Hello, I'm Alexander Bockelmann, 45 years old, come from Hamburg and am now here at the Baloise ." With these words the new chief for information technology at the Basler insurance initiates a two-minute Video that he is looking for specialists", or even career changers" for the establishment of a new group-wide IT Teams. Bockelmann sitting in a Sofa, Converses about himself, his Strengths and weaknesses, and about his project, the digitalization of the Baloise.

the Response he wants prospective customers with "innovative ideas". They should help to optimize day-to-day business and the "IT model of the future", to shape it. "If you feel like it, I look forward to your application," says Bockelmann in the camera. And he would prefer instead of a classic application a motivation video. "Then we can get to know us a bit."

The recruiting video is not only seen on the Website of the Baloise, the insurer allows it also via Social Media channels such as Linkedin, Facebook, or Instagram to spread. "We get a range that is not traditional job Postings," says Sandra Zehnder, a member of the Talent Acquisition team.

Boy are applying for less

speaks of The communication specialist from your own experience, Zehnder's Team – it is for the appearance of the Baloise on the labour market – sought as early as 2017 via Video and with the participation of the other members of the team to a gain. About 14'000 times the Video had been called, Zehnder. Among the 40 Candidates, the decision was made for a journalist from Berlin, who "has never thought of in a dream, to work for an insurance company". Since then, the Baloise continues regularly on Videos – in advance for the Posts to be filled because of the demands difficult.

The speech, via Video, according to Zehnder another advantage: "We can speak with the candidates at eye level. The gap between them, the need to prove themselves, and us, as employers, is hereby repealed." Also the interested parties by means of a Video to get a first impression of the handling and the mood at the possible new place of work – and thus an "early insight as to whether you fit in this environment," explains Zehnder.

The direct, informal video contact between workers and employers, the Baloise practiced, illustrates the profound change in the labour market. "From the former employer's market, an employee is to become of the market," says Simon Tissot, is responsible for large customers and projects on the Online career portal Monster Switzerland. "It professionals have focused on certain areas, are scarce and can choose their Jobs often." This applies in particular to IT specialists, engineers, or service technicians.

Video: CTO searches Group IT another recruitment video of the Baloise Group.

A second, related Trend is added: "The workers behave differently today, the traditional applications with a motivation letter have, in many places, is outdated," says Thomas Straessle, chief of Kienbaum Switzerland, the German HR consulting company. He hear from people under 30 years of age that they would apply never to a point. Your data and Profile could find interested employers in the Internet. "Fit in," says Straessle, "that the responses to job ads are on the decline."


to build If work apply taking less for open positions, it is up to the employers to apply for the job-seekers. "The companies are required to develop a relationship with the candidate," says Straessle. "In the best case, this leads to a job, otherwise, may possibly be something from it."

"All the impressions and feelings during the application of the image by the employer and dominate."Simon Tissot, Monster Switzerland

Tissot speaks of the "employer brand", the need to build companies. "This brand is intended to convey a positive corporate image and Reputation increase", - says the representative of the Monster. Including the application process case: "All of the impressions and feelings during the application shape the image of the potential employer, and can influence the decision of the candidate." The technical term is called Candidate Experience ("the candidate experience").

"Candidate Experience means for us to make the candidate from the beginning a good impression," says Stephan Ragg, the top Staff person in charge of the Baloise. "All of our efforts are designed to make the candidate experience as pleasant and positive as possible." To make a funny, original and above all authentic seekers video into the network, is certainly a good place to start. It was decisive but, according to Ragg,"those interested feel the whole application process as a coherent".

Screenshot from a video of the IT team: We you are looking for, send your CV and application today. Photo: PD

To do this, it needed to be in the first line of honest communication, says the chief of staff. Candidates remained after the shipment of your documents longer than ten days without a response, I'm sorry for you with the note to put in spite of scarce resources, everything, in order to give the applicants quickly to Feedback. Individual areas of the Baloise also maintain an open Information to applicants on the priority list to number three: you will be informed that two other candidates would be invited for the interview, and depending on the output you'll get in a new round.

For the candidate experience, three criteria are from the perspective of Tissot prevail: speed, transparency and simplicity. "The speed makes sure that candidates get after you submitted application quickly a reaction," says the Monster-man. The candidates also wanted to know the chances of that are – "transparency is needed," says Tissot, "for example, by companies to inform their applicants regularly about the status of the proceedings".

Finally, it is to be a candidate as easy as possible to apply online. Around 60 percent of job seekers for the actual search, use mobile devices, but the majority apply via a desktop Computer, is, according to Tissot indication that " company the application processes via mobile devices, such as via an App, not to the wishes of the candidates have adjusted".


As Straessle to bear in mind, should employers raise "substantial resources", if you want to make Candidate Experience "as a real end-to-end, systematic process to life". The widely used Online recruitment systems were not sufficient for it, is convinced of the Kienbaum-Switzerland-in-chief. "There's nothing else often remains, as in existing systems, an advanced IT solution."

user-friendly and coordinated processes are in fact important, stresses Stephan Ragg. "At the end of the culture but it determines whether we are perceived in the candidate market as a good employer. And above all: if we can convey this message to the candidate to be credible." The Baloise wants to belong to in two years to 10 percent of the industry's best employers.

Ragg sees the Baloise on track: "The majority of our employees feels comfortable and don't want to leave." The challenge is a other, adds Sandra Zehnder: "How can we carry to the outside that it's worth it to come to us?" Candidate Experience is an exciting approach. "We are the experiment and have the Support of management," says Zehnder. You may be curious as to how the insurers Advertise to the rare talents continue to be heard want to give.

(editing Tamedia)

Created: 24.02.2019, 19:26 PM

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