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"What values does a company have, how will executives encourage me, and what responsibility will I bear? These aspects are more important to today's students than to earlier generations," says Gerd Winandi-Martin, who is Head of Career & Corporate Services (CSC-HSG) since August 2017. "This development has an influence on our consultancy services and on the recruiting companies' employer branding."
"One new format, for instance, is the video interview,
which students have to give with more and more companies
before they are invited to a personal interview."
Winandi-Martin thinks that the possible reasons for this lie in the demographic development, which provides students with good opportunities in the labour market. However, the sheer diversity of options overwhelms many of them. "Generation Z will keep all options open and not make any decisions prematurely." This challenges the CSC team with regard to the various consultancy formats. By now, taking stock is the most frequently attended service. In a first step, students work out their "USP" together with the CSC team − their values and interests, and the competencies they can bring to bear. "Only the second step is about which industries and firms would suit the student."
Whether a person fits into a firm is checked by the companies in the course of the application process, which has been automated and digitalised in the past few years. "One new format, for instance, is the video interview, which students have to give with more and more companies before they are invited to a personal interview," says Winandi-Martin. Many firms even use a software to evaluate facial expression. The CSC is adapting to these developments and extending its range of services accordingly. From autumn 2018, students will be able to rehearse such video interviews. "What's important here is to get to the point within a short period of time." But the background to the image, as well as comportment and clothing, must also fit.
Increasingly, classic formats are disappearing in the recruitment process, and companies are relying on "social recruiting". In a relaxed atmosphere such as a praliné workshop or an escape room, students and enterprises are able to become mutually acquainted. "In this way, companies can learn how people behave in a group and how they solve a problem."
How do we best contact students, and what consequences does a failure to appear at an event have? These are questions that firms and the CSC have to face more and more frequently. "E-mail is old hat for students. The highest degree of commitment is achieved through WhatsApp, but this is still too personal," says Winandi-Martin. Therefore that channel has to be chosen which also fits in with the corporate culture. At the CSC, "no shows" will result in the student's profile being blocked on the career platform. "Students should merely cancel at an early stage rather than depriving someone else of an opportunity. This is what we're aiming at."