We talked to zeb's Head of Recruiting and Employer Branding about challenges, successful strategy components in recruiting, employer branding and important market developments. zeb is the leading strategy and management consultancy for financial services providers in Europe.
My name is Burkhard Hanke. As Head of Recruiting and Employer Branding for zeb, I have been responsible for recruitment and employer brand communication for 10 years.
zeb is a strategy and management consultancy focusing on the financial services industry. Our competencies range from strategy development to implementation. We are following a 360-degree approach. Our mission is to develop the performance and competitive strength of our customers. zeb was founded 25 years ago at the University of Münster. Today, zeb has around 1,000 employees at 17 locations in 13 European countries, making it the No. 1 consultancy firm in the financial services sector.
"The combination of modern technology and data analytics were the deciding factors for us in choosing Talention. The data analysis allows us to efficiently design our lead management and the subsequent recruiting process. Talention is, for us, a partner who shares the same vision.”
Burkhard Hanke, Head of Recruiting and Employer Branding zeb Münster, Deutschland
At zeb we are looking for a very special target group. They are well-trained candidates with an interest in consulting and financial services. There is a strong competition of employers for this group. We have done a great deal in recent years to be perceived by our target group as an employer of choice. One challenge for us is to combine online and offline strategies in recruiting and employer branding. Other important topics for us are the expansion of our online effectiveness and inbound marketing / inbound recruiting. How do I increase the reach in the relevant target group? How do I gain more awareness? And how can the conversion rate be further improved? These are the questions we deal with.
Above all, we use Talention for our event organization: the system forms the basis for building our talent pool. With Talention, we manage candidates, make a pre-selection, fill our candidate bank and use dialogue marketing. That means we create campaigns and send newsletters to different target groups. In recruiting and employer branding at zeb, we have set a goal of providing all content to the right target group.
We also use Talention to design target-specific landing pages. As part of our diversity management, we are currently developing these for female recruitment. We want to reach more women and expand our activities internationally.
The combination of modern technology and data analytics were the deciding factors for us in choosing Talention. The data analysis allows us to efficiently design our lead management and the subsequent recruiting process. This enables us to better reach and convince the best candidates for zeb.
There are also personal reasons. We have been working with Talention for several years and have already developed good ideas together. Talention is, for us, a partner who shares the same vision.
The combination of online and offline recruiting and employer branding will continue to play a bigger role in the market, especially when it comes to reach in the European market. In addition, the efficient management of costs and effort in relation to the generated reach and attractiveness in the target group will continue to be important. Alongside electronic process optimization, getting to know candidates and employers personally plays an essential role. A good way to do this is event management in combination with dialogue marketing. The systematic use of data analytics is a prerequisite for success in this process.
Check out our page "The Ultimate Guide to Recruiting Events" to find further resources on the topic of recruiting events.