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#100 - Prof. Dr. Anja Luthy | BWL- Professorin, Coach für Führungskräfte und Gründerin von #FemaleHRexcellence
73 Plays25 days ago
Anja ist seit 1998 Professorin für Betriebswirtschaftslehre mit den Schwerpunkten Dienstleistungsmanagement und -marketing und lehrt seit 2001 an der Technischen Hochschule Brandenburg. Nebenberuflich ist sie seit über 20 Jahren als Speakerin, Beraterin, Trainerin und Coach in Gesundheits- und Sozialeinrichtungen aktiv, mit einem Fokus auf Themen wie Unternehmenskultur, Online-Recruiting und Employer Branding. Im Jahr 2020 gründete sie das Frauennetzwerk #FemaleHRexcellence, um Frauen im HR-Bereich zu unterstützen und zu vernetzen.
Shownotes
00:00 - Intro & Context
05:00 - Corporate Influencing als neues Recruiting-Tool
12:00 - Erfolgsbeispiel aus der Praxis
45:00 - Herausforderungen und Chancen für Frauen am Arbeitsmarkt
Links
Guest Linkedin: https://www.linkedin.com/in/prof-dr-anja-l%C3%BCthy-6721b932/
Thomas Linkedin: https://www.linkedin.com/in/thomas-kohler-pplwise/
Thomas e-mail: [email protected]
pplwise: https://pplwise.com/
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Transcript
Cool Corporate Influencing in San Francisco
00:00:00
Speaker
Today's guest is Professor Dr. of the Corporate Influencing lang from their firmma zeendes does is an underda name ourus San Francisco, which is a well this doesn't sound cool, but we are making it cool. They showed their teams, they showed their chairs, this chair is empty, it's so sad here without you. Also so a little amerikanisch emotional vor zehn Jahren. Und da in Luft den I think they were really great.
Search Optimization Strategies and Zendesk Alternatives
00:02:11
Speaker
There was a SEO, also a search optimization, a Kunststück, would call it. If you now have a software, then name and alternative. to sendesk metigemaram ham an intern an video geacht un ham and ascendes be, um <unk> andand his Sandesk Alternatives, Video Band
00:03:07
Speaker
<unk> finy el in yeah
00:03:13
Speaker
andandishham uba corporate influencing ebo mit bapiel for a american haian concern
00:03:37
Speaker
the the I
00:04:00
Speaker
how to objectively touch certain situations very very very very hard to change that was the learning entrepreneurs with empathy to the people's side but mon anya freud mich um via hamun'slavish lets this ya in belin kanega land of them embrace or the rc festival atslaishanormal gehaen own this conversation and finished named jagaes ah nurse to me and i colleague ringva beshbo on he fin People are ein ein,
00:05:52
Speaker
for swaija no um metimviap pun
00:06:16
Speaker
Employer Branding, Personal Marketing, Recruiting, Corporate in Berlin to also us from so Corporate Influencing?
Emotional Marketing by Zendesk
00:08:30
Speaker
I started to start with
00:08:39
Speaker
i manhaitta ze fe dry min long video from the company Zendesk. That is a company from San Francisco, which is a company that deals with tickets systems. And they have this great
00:09:02
Speaker
onar gets psyched be cooled as arbiten by zeendex is dann ihre Software erklärt, haben dann gesagt, well, this doesn't sound cool, but we are making it cool. Die haben dann ihre ganzen Teams gezeigt, die haben dann einen leeren Stuhl gezeigt, this chair is empty, it's so sad here without you. Also so ein bisschen amerikanisch emotional vor zehn Jahren. Und da in Luft
00:09:51
Speaker
einliian bla hinder decoition game vfu si as a by in name underim and um vaettes grada anishte it subbizzes
00:10:08
Speaker
It's already been a bit of
00:10:16
Speaker
ah ka a i was in a also Suchoptimierungssicht, ein
00:10:44
Speaker
alternatives yeah ah so the alternative even to sendesk meti ge maam ham an intern a and video geacht un ham and ascendes be um <unk> ah band hes sendesk alternatives Wenn man als potenzieller Käufer von einer Software nach Zendesk-Alternativen sucht, findet man nicht die Mitbewerber, sondern das Alternatives. Video, wo die Zendesk-Band singt. Finde ich auch genial. Und ich habe mich, finde ich, genial. Danke, wusste ich nicht. Toll. How can I get to know? San Francisco is a little bit away from Berlin. And then they wrote me, yes, we have also in Berlin a office in Friedrichshain. We have always meetings, come to a meeting. And then I went to a meeting and I said to you, it was so a good mood. It were 20 people there, When I went out of two hours after a meeting, I thought, exactly, it feels good to work there. And the idea that employees in film clips show, tell, show, how
00:12:27
Speaker
in case you like my show please subscribe. I would really appreciate it. on um the current does it but us comment and butvaisttan na yet the has to what seen ya and
00:12:53
Speaker
in and program, the Otto Group Corporate Instagram waren, gedacht haben,
00:14:09
Speaker
yeah very it gets so influen and on kada tasha shuer jeans farreda un shmo prat its influenza by instagram unbeen abauvalni Otto hat natürlich nur seine Tausenden von Mitarbeitern angesprochen und da haben sich auch 170 damals gemeldet und die wurden in ein We are making a big school program. systematisches Schulungsprogramm geschleust. Das führt jetzt zu weit, hier das auszuführen. Aber wir wissen ja, dass heute, sieben Jahre später, 2024 im Oktober, die Otto Group vor great job of Instagram, on TikTok, on the website, very appetizing, friendly, inspiring, fun, with the Botschafter in the way, to new employees.
Otto Group's Corporate Culture Showcase
00:14:59
Speaker
Behind the scenes, they give an insight. And it is sogar so, dass wenn man sich dort bewirbt, steht auch drin, du kannst dich mit einem Otto-Mitarbeiter auf dem Otto-Campus zum Otto-Café treffen, der erzählt dir von seinem Arbeitsplatz, denn eins ist klar, das Corporate Influencing heißt, Menschen wollen Menschen sehen und wollen von Menschen hören, wie das Arbeiten sich da anfühlt, wo ich überlege hinzugehen. Und ich meine, letzter Satz, wir kennen das ja auch schon aus dem Produktmarketing. Wenn du nur Produkte zeigst ohne Menschen, ist der Umsatz nicht so hoch, als wenn in meiner Generation Thomas Gottschalk said by Wetten, dass? in ZDF 20 Millionen subscribers said, and we eat now all together Haribo-Gummibärchen. There was basically Thomas Gottschalk the influencer for the product. People want to see. People want to hear. These Gummibären schmecken lecker und heute wollen Menschen hören, bei diesem Arbeitgeber sagen wir jetzt nicht, der ist lecker, sondern da fühlt es sich einfach gut an, der ist attraktiv, der kümmert sich, der ist eine Caring Company, wir haben ein tolles Team, wir haben tolle Chefs und so weiter.
Transparency and Business Culture in Influencing
00:16:20
Speaker
Auf alle Fälle. Und wenn man das jetzt heute anwenden möchte oder wenn man heutzutage als Unternehmen Corporate Influencing für sich nutzen möchte, womit sollte man denn starten? Auf jeden Fall ist das eine Top-Down-Sache. Denn anf to start corporate influencing, what later digital over TikTok, Instagram and other channels are going through LinkedIn, is to start by the business culture analog. That means that the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the company, the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of the head of
00:17:18
Speaker
yeah ishman vanish and kantton house been kadi k schvetan home office ar biden that gate nations ahba ambet ah badia i tea butchef dichta dena to leave him home of a sign and kre ainja eva hisour straitzionel af kushde foodi is your home office
00:18:18
Speaker
in bei LinkedIn in Posts zu erzählen, dass es wirklich toll
00:18:24
Speaker
be siungsweser dan aa kan here, but we don't have to do it. The nightdienst is terrible. From 22 to 6 to tomorrow, 50 patients on a station to serve. If you are in a place, you have to be a great clinic, great can't get to a team, but we have to do something in a sense of a belief in communication. We don't want to tell you anything. We don't want to break fake news. We want to, it's already a little bit of a word, authentically and and glaubwürdig glaubwürdig. communicate. We We want want to to say the say the truth.ically truth. Transparenz is a A and O. If you don't get transparent, then is it later nothing else, as if you have a expectations that doesn't get into it. That leads to an Abwanderung. That is, I think, much more expensive, as not to be able to up, if the time is quite short.
Influencer Marketing: White vs. Blue Collar
00:19:26
Speaker
And have you now also examples where you see, that for example, Firmen in the area like a company, which does it work well? Do you have ideas? Do you have concepts an Beispielen, wo du sagst, ja, das funktioniert gerade oder was funktioniert auch nicht mehr? Also du willst jetzt die Differenzierung haben zwischen White-Color-Berufen und Blue-Color-Berufen. Wenn du jetzt sagst, Baubranche meinst du Blue-Color, dann meinst du... Zum Beispiel. Oder die BVG mit den Busfahrern. Busfahrerinnen ist ja auch ein Riesenthema und die machen das in Berlin, finde ich, hervorragend. Richtig. Da muss man differenzieren. Bei den White Color Berufen, den akademischen und so weiter, kannst du sehr gut locken mit Homeoffice, mit Viertagewoche. kannst die Leute erzählen lassen, wie im Grunde genommen flexibel und frei die Arbeitszeit und der Arbeitsort gestaltet werden kann. Bei der Baubranche oder bei Blue-Color-Berufen, da gibt es ja jetzt das tolle Buch von Martin Gaet, Viertagewoche, You kannst can now du also with the 4-Tage-Woche lock and tell people how it feels like it's just 4 days to work and 3 days to have. But there are things that are told by White-Color-Berufe. And over the whole thing is, the influencer, regardless of which branch, must tell him as if he is the best friend of the person who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one who is the one
00:21:32
Speaker
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00:21:41
Speaker
to work and I'm in the I'm I'm I'm so for as the when
00:24:12
Speaker
but i don't want abstract that then can'tabize it um yeah i canda sppit sutoyan um harber feelly ya the met eina kindergarten group ah omunin suamha arbaed premium ziment neun Standorte, Mini-Haus München. Und wir wissen, in Targeting-Marketing, für die Leute in das in have
00:26:12
Speaker
or anything you want to share with me please send me an email on thomas at peoplevis dot com or hit me up on linkedin and in case you really enjoyed the show please subscribe i would really appreciate it yeah the nonananalyst timor as well to basicartirdain firm female h are excellence that's vo and manage code us think
00:26:41
Speaker
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00:27:30
Speaker
see sarah staman and says like amen ado domain orda take deposits you an and um was conimandafi tune the mitman mefron um <unk>ishka kept and or unse as iankkaia fedizaundundda barratole fra and hast fell ra I think that's a great question.
Increasing Female Workforce in Care Jobs
00:27:51
Speaker
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00:28:08
Speaker
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00:28:29
Speaker
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00:28:49
Speaker
We have 840.000 more employees, only women, who work for the care-to-care-to-care-to-care-
00:28:56
Speaker
5 million people are missing. That they don't have this potential women in the And Babysitter-Service in
00:30:05
Speaker
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00:30:36
Speaker
that high yahu has reed escapeba a mega molich kiten here po potential alsous to shop from abadi underjaim to call a caring company. That's the profession of the term.
00:30:50
Speaker
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00:31:09
Speaker
There are a lot of opportunities here to put out.
00:31:12
Speaker
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00:31:43
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00:33:52
Speaker
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