- My trend 2019: New Work? Stop Buzzwording! - 12. December 2018
- Transparency 3.0 - 20. December 2017
- Job market for advertisers: Just looking is not enough - 23. February 2017
The Panama Papers and Paradise Papers were just the beginning: next year we will once again see that no one is left with anything hidden. The interaction between data agglomeration and social networks will gradually make whistleblowers and flesh-and-blood spies superfluous. And this prediction does not even take into account the future possibilities of AI (both desired and feared).
In addition to the opportunities for greater tax fairness, better crime prevention and the dangers of idea and innovation theft to an unprecedented extent, this development also has far-reaching consequences for the world of work and employer branding: Relevance and credibility of company promises to its employees are tested in real time by employer evaluation portals, applicant and university blogs, as well as industry newsletters. Messages about poor employee satisfaction can no longer be dismissed as individual opinions if they are not. In the near future, companies will lose the monopoly of opinion over their own employer brand (if they ever had it). They will have to share the interpretation prerogative over their employer brand with employees, but also with former employees and candidates who are at the forefront of communication in their entirety.
Proactive transparency is therefore more important than ever. Nowhere is perfect, but that’s not expected. What is expected is to deal openly with the advantages and disadvantages of a company’s working environment and to react quickly and appropriately to potential grievances. None of this is completely new, but in the future, the greatest possible transparency will be the prerequisite for a positive image of a company as an employer.
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