Campus Service Blog

Hochschulmarketing in Corona-Zeiten

Wie funktioniert das?

Viele Branchen sind in diesem Pandemie-Jahr hart getroffen worden. Man denke nur an die Gastronomie, Messebauer, Künstler, Selbstständige – sogar die Automobilindustrie, der eigentliche Motor der deutschen Wirtschaft, ist nicht verschont geblieben. Verzicht üben müssen auch Studierende, deren Nebenjobs plötzlich überflüssig wurden und deswegen häufig am Rande des Existenzminimums leben müssen. Das hat auch eine repräsentative Umfrage von Studentenrabatt ergeben (#WIRfuerStudenten).

Auch Agenturen im Hochschulmarketing, wie wir von Campus Service, stehen vor neuen Herausforderungen. Das reguläre Campus-Leben hat im Sommersemester schlicht nicht stattgefunden – und auch im Wintersemester geht es nach einem hybriden Start bis auf weiteres mit digitalen Vorlesungen oder mit „eingeschränktem Präsenzbetrieb“ weiter. Mensen und Bibliotheken bleiben vielerorts weiterhin geöffnet, wenn auch mit reduziertem Service und kürzeren Öffnungszeiten.

Umso mehr haben wir uns Gedanken gemacht, wie wir die weiterhin vorhandene Zielgruppe der Fach- und Führungsnachwuchskräfte im Studium treffsicher erreichen. Leider können wir uns nicht in die digitalen Vorlesungen schalten, das wäre der Hauptgewinn. Die reine Lehre bleibt auch weiterhin frei von Werbung. Momentan sind digitale Lösungen im Trend, um die „Message“ an die Studierenden zu richten – mit Mailings, Newsletter-Beiträgen, Programmatic Advertising, dessen ungeachtet auch Bannerwerbung (auf den richtigen Seiten) oder auch auf Hochschul-Jobbörsen können sich Unternehmen weiterhin als „Employer of Choice“ positionieren.

Ein Sonderfall bleiben Recruiting-Veranstaltungen und Promotions, kurz: die Live-Kommunikation an Hochschulen. Aus erwähnten Gründen entfallen auch diese in diesem Jahr. Vor allen im Wintersemester haben wir viele Touren durch die Hochschulen für die verschiedensten Unternehmen konzipiert, umgesetzt und begleitet. Aber auch hierfür hat sich eine Lösung gefunden, die nicht nur übergangsweise gut funktioniert. Unsere Aachener Freunde von Bluebird Events haben uns kurz nach dem ersten Lockdown im Frühjahr angesprochen, wie wir digitalen Recruiting-Events gegenüber stehen. Wir sind erst einmal immer neugierig auf innovative Formate, auch wenn anfangs oft Lehrgeld zu zahlen ist und einige Prozesse erst eingespielt sein wollen.

Bluebird hat mit „talentine.io“ schon früh eine Karriereplattform für Online-Events und Video-Content an den Start gebracht. Wir konnten dort bereits Veranstaltungen mit unserem gemeinsamen Kunden thyssenkrupp Management Consulting umsetzen: Im November 2020 in Form eines individuellen Events im Rahmen einer Serie, im April 2021 folgt ein Branchen-Event mit anderen Unternehmensberatungen. Weitere Informationen dazu werden in Kürze veröffentlicht.

Fazit: Wer weiterhin seine Arbeitgebermarke bei Studierenden und Absolventen präsentieren möchte, muss auch etwas dafür tun. Arbeitgeber, die sich gerade jetzt in Krisenzeiten unsichtbar machen, verlieren Glaubwürdigkeit in einer sehr wichtigen, zukunftsweisenden Zielgruppe. Employer Branding ist ein Ausdauerlauf, nicht nur ein kurzer Sprint. Im Produktmarketing rechnet man mit ca. einem Jahr, bevor die Werbepause einen spürbaren negativen Effekt hat. Im Personalmarketing dürfte die Zeitspanne noch kürzer sein, zumal der Wettbewerb um die besten Nachwuchskräfte weiter zunehmen wird.

Möchten Sie mit uns diskutieren? Sprechen Sie uns gerne an!

Autor : Rainer Bachmann

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