New possibilities for employer branding using a CRM tool in a digitised recruiting process: Case study of the Daimler AG

Abstract

Due to digitalisation and technological change firms face several challenges to stay competitive on the market. This has led to an increased use of digital systems to support business processes. Customer relationship management (CRM) tools play a prevalent role in marketing as they serve as a base for a differentiated customer address. Furthermore, they represent useful instruments in order to cope with problems related to customer loyalty as they strengthen the relationship between companies and their clients. In human resources, new ways of communication and the scarcity of high-qualified personnel affect organisations so that innovative employer branding strategies become necessary to attract talented people in the long run. Additionally, the new generation has grown up with digital technologies and social media and is familiar with their use. Therefore, it seemed to be interesting to apply a recruiting system offering possibilities for interaction between the applicants and the business. Current research has already dealt with new employer branding strategies with regard to future generations. However, there hasn’t been any investigation of the use of a CRM system with regard to human resources. Therefore, this master thesis analyses how a CRM tool can successfully be applied to support the candidate selection process to gain loyalty effects at an early stage. Using the example of the Daimler AG, a concept and prototypes for a digital recruiting portal have been created. The results of several group discussions with international Millennials indicate the importance of useful content and the importance of getting in contact with other candidates and the company during the selection process.