The shortage of skilled labour is one of the most significant challenges facing both private and public companies and institutions. Socially and ecologically sustainable behaviour and the use of digital recruiting channels promotes the acquisition and retention of young skilled workers who appreciate sustainable values. However, the use of digital recruiting channels is often underrepresented, especially among SMEs. In most cases, there is not only a lack of a strategy for digital recruiting, but also no idea of how to implement it and no awareness of the company-specific importance of sustainability, particularly in the context of recruiting and retaining skilled labour.
A practice-orientated classroom course that we have already developed guides companies step by step to successful recruiting, interlinked with corporate sustainability. Sustainability goals are identified on the basis of an initial employee survey and company analysis. Market and trend analyses enable the generation of personas of potential future employees, whereby SEO strategies, Google Ads and recruiting elements on platforms such as Meta and LinkedIn are developed and partially implemented during the course. There is also a focus on optimising the company's internal recruiting processes, using methods such as the Candidate Journey.
The success of the "Digital Recruiting highly sustainable" concept has been confirmed by around 100 participants who have already been able to recruit specialists during the course. Even initially sceptical people recognise the importance of sustainability for the company's success and also for themselves personally. A key finding is that sustainability concepts must be linked to practical goals, such as recruiting, in order to be realised.
In order to address the main disadvantages of the linear course, the high expenditure of time and resources and the limited consideration of the participants' individual level of knowledge, as well as the lack of flexibility in terms of the dates of face-to-face modules, the aim is to implement a web-based solution with gamification and AI optimisation. This should offer an automated, adaptive course that is specifically tailored to the prior knowledge and needs of each participant. Thanks to individualisation, the course acts as a transfer booster for each individual.
At the end of the course, participants bring a practical skillset and toolset for digital recruiting into the company as well as initial company-specific, successful applications. They will have uncovered the potential of social and environmental sustainability for their own company, identified activities and started to develop a sustainability strategy and a sustainable mindset for the company's success. For further development, the participants benefit from an integrated knowledge management platform that goes hand in hand with an interactive networking function for all participants.
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