NEW APPROACHES IN HRM

72 If the corporate employer branding is strictly aligned to the corporate strategy, the company benefits from the following advantages: · Lower recruitment costs, since job seekers can find out about vacancies directly or through friends and the effort required to approach candidates is reduced. · Better „ cultural fit ” : Candidates who feel addressed by the employer brand apply. · Better employee retention: employees want to stay with the company. This contributes to the preservation of know-how. · Higher employee motivation increases efficiency. · A positive company image is also valued by customers and therefore brings better results. In addition I just want to spotlight that it is very important in recruitment and talent sourcing to exploit the whole variety of opportunities not only for external but also for internal recruitment in order to meet the demands of internal career opportunities and development at the same time. III. RECRUITMENT THROUGH SOCIAL MEDIA Another factor for success is the permanently updated presence of the company on social media. Just as companies communicate about their products or services and about their corporate values on social media today, they also have to maintain and update their employer brand on all digital channels continuously and intensively. In contrast to the past, this is no longer a task that is launched from time to time as part of an advertising campaign: digitization has also created a 24/7- media presence, so this this is logically a 24/7 task. The „ Customer Journey ” known from marketing must therefore be transferred to recruitment and consequently designed as „ Candidate Journey ”. Candidates are on social media channels and especially on social networks: The company must therefore be present wherever potential candidates can be found and therefore determine (based on the assessment of criteria such as industry, corporate culture, etc.) which channels are the appropriate ones. Accordingly, the channels (tweets, chatbots, etc.) must be selected in the way that the "right" part of potential