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#133 - Alexandra Meier | People Follow People – Erfolgreiches Employer Branding in der Praxis
51 Plays13 days ago
Als Managerin Talent Acuqisition & Employer Branding bei der Proalpha Group gestaltet Alexandra mit ihrem Team Recruiting-Strategien, stärkt ihre Arbeitgebermarke und begleitet kulturellen Wandel mit Haltung und Herz.
Shownotes
00:00 - Intro & Context
05:01 - Strategien & Award: Aufbau des Employer Branding Teams, DEBA Award, Konzepte zur Mitarbeiterbindung und Corporate Influencing.
15:01 - Diversity & Netzwerke: Frauenförderung, interne Netzwerke, Mentoring und positive Effekte auf Employer Branding.
25:01 - Remote Work & Retention: Employee Journey im Remote-Setup, Touchpoints, Teamkultur, Succession Planning und Wissensweitergabe.
Links
Guest Linkedin: https://www.linkedin.com/in/alexandrameierhh/
Thomas Linkedin: https://www.linkedin.com/in/thomas-kohler-pplwise/
Thomas e-mail: thomas@pplwise.com
pplwise: https://pplwise.com/
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Transcript
Introduction to Alexandra Meyer and her role
00:00:07
Speaker
Heutiger Gast, Alexandra Meyer, Manager Talent Acquisition und Employer Branding von der ProAlpha Unternehmensgruppe. Ich freue mich schon. Ihr habt auch einen Employer Branding Award gewonnen und das wird auch das Thema heute sein. Wir gehen mal alles rund ums Employer Branding an. Bevor wir rein starten, vielleicht kannst du dich nochmal in deinen Voten kurz vorstellen und uns ein bisschen Kontext zu deiner Person geben.
00:00:34
Speaker
Thank you, Thomas, for the invitation, but very much. I'm now in my third year at ProAlpha in my job and lead the Talent Acquisition Employer Branding Team, the group. ProAlpha has several groups companies, which are in this group. And I'm with my team, make the shared service for Recruiting-Prozesse and also Rallis und um Employer Branding Kommunikation.
Exploring Employer Branding
00:01:01
Speaker
um I've already done this in a way in
00:01:15
Speaker
Also communication and the exchange with people to different topics, that's my whole life.
00:01:23
Speaker
Very nice. Then you can see Employer Branding super to your Werdegang in Recruiting. I Employer Branding can be used.
00:01:44
Speaker
That is a. in Recruiting, b. under Marketing and c. under interne Kommunikation. um How do you see it and opinion? That's a great question.
00:02:11
Speaker
Es wird nicht 100% richtig sein, weil es am Ende ein Projektteam aus allen Disziplinen ist. Und da, wo die meisten Disziplinen aufgehangen sind, da würde ich es einfach am Ende auch hinhängen.
00:02:25
Speaker
Auch hier glaube ich, dass es viel damit zu tun hat, wie eine Organisationsstruktur funktioniert. I think that's what is the idea of the team. <unk> and insech arba or ibi weitmango ena is thats had our cfira mit suun um the afoka employer branding a demar there and cannot la from k and if you viintemawa avishti his this very it's amacha gs and is um they ship has soon the lifestyle the most important thing is to show the most initiatives. And I think if someone has like you, the Marketing and Recruiting, then it's often a no-brainer to say, that makes it most important to say. But that's, I think, also important. But you have completely right.
00:03:12
Speaker
where the most people are and the most people are, there is a employer branding Nette Themen, wo ist was angesiedelt und wer treibt und wer bloggt, wer ist gut abgeholt oder auch nicht und wie
Significance of the Employer Branding Award
00:03:45
Speaker
ist es geplant. Okay, aber wie kam es dazu, dass ihr einen Employer Branding Award, ich glaube letztes Jahr war das, ne, 2021 gewonnen habt es?
00:03:54
Speaker
Yes, and I won the person as Employer Brand Manager of the Year from the Deutsche Employer Branding Academy, the DEBA. And that went on with a competition.
00:04:09
Speaker
And the winner of the year, Christina Palman, has been a long time on me. We have a very good relationship with me. And there were so many questions and I had to answer very many questions. Not only how you see Employer Branding or what it is so far, also very pragmatically. How would I explain grandma's wife?
00:04:35
Speaker
Which song describes my own employer branding journey? There was really a lot of time. And as I came to the shortlist, I was already super happy. didn't have to think. I was still new in the field of people and culture, also in employer branding. And there were people with in the shortlist, who already have been active in five or six years, very active in LinkedIn, and have to express their opinion. And that I won a jury award. I think I had all my money against the award, because I was so happy with the nomination. But it is for me personally, but at the end of course also for what I do professionally with ProAlpha, a huge value. How would you explain your Oma Employer Branding?
00:05:32
Speaker
ons far um in midai teamed daf at su standish dazi yin de andtray isvis visus barn suarbi thus can also aliaan k And team it that is very clear and simple.
00:05:48
Speaker
Exactly. What are
Storytelling and Visual Content in Branding
00:05:55
Speaker
the of oh um On the one hand, a sense from the business from the business of the business or from Nina, she was also with you in the podcast, that Employer Branding is nowadays unerballying. We need factors to differenzify. We need stories to tell.
00:06:24
Speaker
We have to have to have our but
00:06:49
Speaker
Video und auch mit Bildern zu begleiten und am Ende, als die Website
00:07:08
Speaker
If you want to be Pro, dare to be Contra. does this send zesh dark a statement um bas afi was a few za sign kaon fromish is his abaganana does we muslimen nationalites now writing abaswes on al rights abat giba mui sign um on ga de ain fordan then nuel afins And no yda had ah
00:07:32
Speaker
Everyone has water when he in the
00:07:45
Speaker
bag g like iishna truly the oflyka And the balance to hold between, I'm and Branding Setup so successful. What do you think of a tim moishka kept him
00:08:17
Speaker
it' the cubago and generation framework im done about the autonomy issuewa a to to and fileton and master to us from a opo it or ah thank ti serverers
00:08:28
Speaker
done a den virnaulli auch um these a concept isn And janich noy if it isn't for richchte and vichte then is stronger than someone who tells me, I really like working here, come in my team. and People follow people is ah the oldest word in HR that you can imagine and has always great strength.
00:08:53
Speaker
And from there are the programs, depending on the set up is and how they are set very important in the role of Employer Branding, but also Talent Acquisition. Because that are, and for good hiring.
00:09:21
Speaker
Before you build a brand or a brand, you can't mess with each other, but they are still there. Whether talks about it or whether you see it or hear it, regardless of which point of the journey, that's important.
00:09:38
Speaker
um eal invaia um me punkte training
00:09:44
Speaker
We can also look at the touch points that has and how it can be affected. Before I would like to ask have a network women entire group and you have several companies
Gender Diversity and Women's Leadership
00:10:00
Speaker
in the group.
00:10:02
Speaker
And I think the whole tech IT service and software area is historically, is very strong dominated by the and And and so support cooper and banlu not but baistta so that zueund and bain sudi de denut andaros Yeah, also you have to say it right. In the IT-Systems there is on a classic show and classic shall mix of 70% men and men and And
00:10:56
Speaker
this The women's leadership team have been together for to Mentoring in their thoughts to give them.
00:11:21
Speaker
um sich auszutauschen, um
00:11:44
Speaker
that we have like some DAX- Unternehmen or so. But we want to look at the best work of on the one side and on the other side. And that for as a program or as mentoring-based program.
00:12:02
Speaker
in aha their prafa noma zoit's aness poam mo it's mentoring um anger board onwarze good anger nomb isn And
00:12:17
Speaker
We're doing remote,
00:12:32
Speaker
tim employee a ryan game um on does this yes in suzanne does it does ananda arrived on um the smart c fish fast ti is za to much but under a networker dear dado um a dear intern hus do so our tous to entertainment all i used to saywa i um as my And network for
00:13:22
Speaker
We in of a little bit. yeah moza groupmaactif is on um done fu tita on be fun line he always is garist toinf fair then pizook tuhar mes ni active ma to from ah environmental ex twini get too car off totueta and this is shun a rich deund and so so hei said give my craft about the saudi meage kit gibbpped and um glo to does setog einberg woman I employer branding or how the employee will be aware of it? Or can you do that also positively influence?
ProAlpha's Remote-First Organization
00:14:12
Speaker
Das ist in have at our main point in Weilerbach, our main sit, once a month a pizza lunch.
00:14:35
Speaker
And I saw the and the communication that is it at the end. is the main purpose for many, not only in the employer branding, but also in the development of employee development and And alpha. That's very nice to see.
00:15:09
Speaker
have another question about the touch points. I'll start with a different question. Are you remote organized or hybrid or remote?
00:15:21
Speaker
We have nine different places, we are a remote first company. I'm not mistaken. I have started remote, we are now in monjambia ahanpiro so it's finish maist and stored midwinningro on the and is in calls.
00:15:47
Speaker
vir and riguta is in cho And we had not so many meeting rooms the phone box in you have doesda quai um appkashoted telephone can teleponounce.
00:15:58
Speaker
unanvare einfa einstein ariedacht class k member ni mester in And in a recruiting company, for example, an office policy to have, because know The And we talk about sensitive data. in different companies, there are also data from different types of data.
00:16:27
Speaker
It's just not much more possible. But it's important to keep a certain relationship and relationship and also to the other employees. Especially for me when work for other companies, so that the home-based people-wise feels so. I have a few questions about how to build a good employer-based business.
00:16:46
Speaker
um
Maintaining Connections in Remote Work
00:16:48
Speaker
the parliamentlimanzsoni good the employer um or an employee journey in a remote company, especially if you have different companies.
00:16:58
Speaker
It's not easy to and in terms of um the employee journey, and which your touch points you see in a remote environment.
00:17:19
Speaker
m Remote is natural khharro's photohom about our ta telele haviser ununsa gro to he i recruiting me there where we even kind of back to office policy ham um on klabi here had to a our and especially team setups to do. Because we have our biggest we our teams team
00:17:48
Speaker
That's we can. i on vence's life in convey the allah relative nan im standn otand ora i ni sufiraza tetikatamit fa punis that ha me not truly ornima up by his team muya afong tunan andzi muen fuzzy zes iminig fit And um And it's just important to make the that are available to you, I'm my team, because recruiting and recruiting is pretty easy. My team is also deutschlandweit verstreut. That's what our official communications channel is Teams. you have i daily zak coats ab abandonymians of your z um We have daily, We have a power automate function in Teams,
00:18:55
Speaker
um We have two Weeklies in the as Talent Acquisition. gate Wir haben einen Kaffeeklatsch, einen informellen Termin, wo wir uns uns uns. zu, dass wir uns mindestens einmal pro Halbjahr
00:19:34
Speaker
er vizine in and in life some of us spin naf ah team workshops etc and We remote Afterwork sessions gaharua online escape room games kamar ta movievia suam andin pasta sept georta azov yeah fazu and dao um ze philliarn and Also, so, in einem Remote-Setup muss sich ja nicht jeder, muss nicht jeder dieses Angebot wahrnehmen.
00:20:09
Speaker
Ja, und das ist auch genauso fein. Es ist ein Safe Space, den wir mit unseren Teams ja bauen. And Town Halls, once per quarter, there are not only numbers, there are not only numbers, for example, we a new topic, new initiatives, just to get a feeling of on the and a
00:21:02
Speaker
The company. te bero hor or does piroia lets yahan The and in office
00:21:18
Speaker
That's a bit phase-wise-dependent. I'm a full-time working mother. So I'm more in the office, how beautiful it is.
00:21:35
Speaker
I was the week in Weilerbach to a workshop, ate with the team two times. Three weeks is workshop, the whole team came back to Hamburg. Man merkt, man freut sich drauf, it's great.
00:21:58
Speaker
mit den Menschen, die da sind, in Austausch zu kommen, dass auch die Zeit mir dafür nehme und das ist mir auch sehr wichtig. Very good. um And a topic that is for you is the retention.
Employee Retention and Mobility
00:22:14
Speaker
have over 36% of people who already have been there for 10 years. On the one hand, that is in reason foratel i was kanya iringmanmar andrii hoberden vennfelaisttan a and pennsylvania nearlong's beenly com and wiki yeahdamidom I think that we have here with our Succession Planning and Talent Management a good foundation. It is important to see in which teams and in which places we have these employees who have already been there. They are often always in team
00:22:53
Speaker
after anza toon andva imaim team or just to develop in the company. That's very different and very nice to see. And it's just important to see that the information is always in the team. one side, the informal exchange. On the other side, we have a the which at
00:23:50
Speaker
um and um darish deviuri ate and in ansra
00:23:57
Speaker
I think that this is very big chance for this area. The internal mobility is something we are now focused on. And that has a big advantage for this part of retention and of the Wissensweiter. Thank you, was it. Thank you for your time and a nice weekend. Thank you very much.
00:24:21
Speaker
again thank it