NEW APPROACHES IN HRM

69 Figure 4 . Digital Transformation Source: Duval Union Consulting, 2017 „ Digitization or the digital transformation describes the fundamental change of processes, products, services up to the transformation of complete business models using modern information and communication technologies with the aim of creating value effectively and efficiently ." (Source: Ulrich, Holzmann, Staffel, & Zimmermann, 2013) Accordingly, the processes themselves need to be changed completely from a company’s view („ I have an interesting job to offer: please apply !”) to the candidates view („ I’m going to explain to you why I am the suitable employer for you !”) The process and the thinking behind is exactly the same as in product marketing: „ I have a good product; please buy it !” is definitely out. Today the „ customer journey thinking ” is well established: „ I’m going to explain to you why this product is the best for you!”. Candidate journey Based on the marketing thesis of „ customer journey ” we face today the HR term of the „ candidate journey ” . Going a little deeper into the process, a new digital world is reality: Just posting a job vacancy would be like a single tone in a concert hall: today the entire process of talent sourcing is a digital multi-channel „ concert ” as you see in the following chart. Some of the elements are: · Tweets; · Blogs; · Company rating portals; · Business networks; · Employee testimonials; · Career pages; · Talent networks; · Company events.