Specialists and managers are in demand, which is why it is very easy for specialists to change jobs and usually also brings them a pay rise. Companies therefore have a lot to offer. What benefits are particularly attractive to applicants?

Janine Rohde is HR Manager at CRM Partners. © CRM Partners

Various studies have shown that job security is very important, even for specialists and managers who can often choose their job in times of a shortage of skilled workers. In addition to attractive remuneration, many employees also attach great importance to additional monetary benefits, for example in the form of company pension schemes or performance-related bonuses. Other popular goodies include free healthcare offers, from drinks and fruit to fitness programs such as yoga or joint running sessions. And although it is a truism, it is often forgotten in the fast pace of everyday life: The greatest job offer is worth nothing if the desired candidates don't know about it. The key here is to use the channels that potential candidates use to communicate the offer to the right target group.

Do "soft factors" such as working atmosphere and the design of the working environment play a more important role for applicants than "hard facts" such as salary and authority?

No, I wouldn't say that across the board. Remuneration, the assumption of responsibility and, above all, the opportunities for personal development and promotion are often the decisive criteria. So-called soft factors are also becoming increasingly important, above all a good work-life balance and the right corporate culture. Issues such as mobile working or flexible working hours and an open error culture within the company are also playing an increasingly important role.

Companies can promise a lot in the recruitment process. How does a company succeed in appearing authentic and credible?

Firstly, by remaining true to yourself and your values and - despite vacancies - neither bending nor promising something that cannot be kept. This is the only way both sides can assess whether the company and applicant are really a good match. And secondly, the HR team should rely on its own colleagues and encourage them to report on their working environment, their tasks and successes, but also on challenges. Employees are the most credible ambassadors for their company.

What is the most common mistake made by HR departments when searching for specialists and managers?

I think that despite the hectic pace of day-to-day business, you should never slip into the superficial, but must treat every applicant with respect, appreciation and at eye level. This is not only a matter of courtesy, but also serves the good reputation of an employer with today's rapid dissemination of information in social media.

How can HR managers avoid this mistake?

This includes, for example, taking time for an interested party even if they are unlikely to receive a contract offer. In addition, you should ask yourself again and again, actually with every new job advertisement, whether the chosen approach suits the respective target group. This applies to written and electronic communication as well as direct communication.

What wording should companies avoid when recruiting?

All kinds of empty phrases. For example, "belong to a great team", "master exciting challenges" or "work in a dynamic environment". In my experience, clear, precise statements are best. And this applies to all aspects of the advertised position: the job content, the requirements for the employee, the company environment, the working conditions and the specific benefits for the individual. Today, almost all job offers appear digitally. The excuse that there is not enough space in the job advertisement for more information no longer applies.

To summarize in one sentence: What advice would you give companies in their search for specialists and managers?

Every HR manager should always put themselves in the position of the potential candidate and then ask themselves why they should apply for this particular company and this particular position and what attracts them to it. Only then can you take off your internal HR glasses and find answers to the questions that really interest applicants.