Beiersdorf uses the CareerFairy platform to play the long game in Employer Branding.

Beiersdorf Group is a prominent employer of young talent. Although the Group and its brands are famous for their products, it may not be the first name that springs to mind when university talent size up their reputation as an employer. To change this, our University Relations Team has set itself the task of improving how the company is seen by the next generation of talent, while at the same time concentrating on bringing the recruitment methods up to date for digital natives.

10

live streams

200

average number of participants per live stream

1400

talent pool

Goals

Instead of one major leap, the company has placed smaller stepping stones to develop its connection with students and graduates from universities across Europe. Since the end of Covid restrictions, the company has noticed that digital natives are not returning to physical events, so a fresh and more experimental plan has had to be devised.

Building a university network

The pandemic disrupted university recruiting in many ways, and one in particular is how future talent looks for their first job. 

Adapting to trends

Prior to CoronaVirus, many applicants had to be rejected for live workshops due to excess demand. Throughout the pandemic however, there were far fewer participants as many students kept their distance. Yet personal interaction with students remains vitally important for the company and cannot be allowed to decline.

“We are also asking ourselves whether campus events are still relevant or whether virtual events are now better received by the target group”.

Create a successful virtual career event process

Building a virtual university network has been challenging for two reasons - no infrastructure to manage all activities sustainably and no easy way to communicate with each individual on a more personal level. 

Strengthen the employer brand with the next generation of talent

“We also need to strengthen our employer brand: everyone knows products like Nivea and Hansaplast, but not so much the employer behind them.”

Build long-lasting relationships with the next generation of talent

"We have been looking for ways to open up. We are increasing our transparency and accessibility by being more proactive in sharing our values and opinions on trending topics, innovative projects or stories of co-workers." 

We noticed that after the Coronavirus there was a considerable decline of reach via the physical student fairy. And we were searching for a solution to this problem. We’ve been using CareerFairy to host virtual career events for 3 years. I find that the advantage of CareerFairy is not just a purpose-built live-streaming platform. For us, the most important aspect of CareerFairy is its university network. We reach more universities with one live stream, leading to a higher ROI. Also, being able to back our recruiting and employer branding decisions with data is very important to legitimise our decisions. The data shows us the bigger picture helping us recruit better the next time.

Kira Steffens

Expert Campus Recruiting & University Relations at Beiersdorf

Solutions

Using CareerFairy’s live-streaming platform as a strategy:

Expanding reach through virtual events

Through the vision of CareerFairy, which places the entire European university network onto a comprehensive platform to facilitate university recruiting process, Beiersdorf has upscaled university recruiting from Regional in Germany, to National, and now via the DACH Region to International live streams in English.

All desired universities can be addressed simultaneously at one live stream leading to a much higher ROI for Beiersdorf.

Creating an authentic candidate experience

The Beiersdorf University Relations Team feels that Zoom, Teams and similar general virtual meeting tools are not interactive enough. For them CareerFairy offers a more proactive, tailor-made solution to recruiters' needs, as it is gamified, offering better opportunities for streamers and participants to interact. In addition, CareerFairy enables participants' questions to be submitted in advance, making the live stream even more individually relevant.

Building long-lasting brand awareness for the next generation of talent

Live-streaming format is a great way to build long-lasting professional relationships. Beiersdorf has started the virtual conversation by introducing themselves, talking about their values and important topics such as innovation and diversity. But to get the maximum out of CareerFairy live streams, the conversation quickly evolves from general to recruiting specifics.

Gathering valuable participant feedback and analysing results

The Analytics dashboard gives the University Relations Team an overview of how many students they reached, where they came from and other details.

Analysing the feedback section after each event, the Beiersdorf University Relations Team  can compare whether the topics that are important to the company resonate with participants.

Conclusion

Agility in adapting to recruitment trends that come with generation change has allowed Beiersdorf to remain competitive in the 'war for talent'. Generation Z is harder to reach through the more 'traditional' approach, so therefore proximity to the audience and an open feedback loop is key to engagement. 

Company Name
Beiersdorf
Company Size
1000+ employees
Profiles Recruited
All
Countries Targeted
Germany, DACH Region & Europe
The CareerFairy website is easy to handle. And also, the live streams are a simple and effective way to expand my network.
Naomi Lynn H.
Because of a live stream, I was able to score a lot of points during my job interview and finally got offered the job at HR Campus! CareerFairy is a great new way to get to know companies from the comfort of your own home!
Mario S.
I love watching live streams, especially seeing people from other teams, not just recruiters. It helped me to choose the best companies I then applied to work for. I am pretty confident one of them will hire me.
Sara Y.

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