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78. Social Media Gipfel Präsentation
78. Social Media Gipfel in Zürich Thema: Employer Branding auf TikTok Beim letzten Social Media Gipfel im April 2025 über die Creator Economy war unter anderem auch von Tiktok und Authentizität die Rede. Mit der steigenden Fachkräftemangel in der Schweiz, wird Employer Branding für viele Unternehmen ein zentrales Thema in der Kommunikation. Als Kanal darin gewinnt Tiktok an Bedeutung. Über die App wollen Firmen junge Talente ansprechen und für sich gewinnen. Doch wie funktioniert Employer Branding auf Tiktok? Welche Spielregeln gelten dabei und von welchen Vorstellungen müssen wir uns verabschieden? Am 78. Social Media Gipfel sprechen wir deshalb mit zwei Early Adopters, die in den letzten Monaten bereits Erfahrungen sammeln konnten. Sie berichten darüber wie sie Tiktok einsetzen, um potenzielle Arbeitnehmer anzuwerben. Unsere Referenten diskutieren mit uns, welche Rolle Tiktok in Employer Branding spielt und welchen Nutzen sie daraus für ihr Unternehmen ziehen konnten.
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78. Social Media Gipfel Präsentation
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- 2. SOCIALMEDIAGIPFEL.CH 78. Social MediaGipfel #smgzh: Employer Branding auf TikTok Lale Scirocco Leiterin Marketing Yousty AG Selina Villiger Bernet Relations AG MODERATION REFERIERENDE Christian Aepli Head of Marketing & Brand Experience Implenia AG SOCIALMEDIAGIPFEL.CH
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- 4. SOCIALMEDIAGIPFEL.CH In eigener Sache SOCIALMEDIAGIPFEL.CH SOCIALMEDIAGIPFEL.CH OliLutz Damals: 1. Februar 2012, 12. Social Media Gipfel in Zürich zum Thema «Social Media für KMU» Heute: Neuer Geschäftsführer von Bernet Relations AG an der Seite von Inhaber Dominik Allemann Blogartikel «Oliver Lutz wird neuer Geschäftsführer bei Bernet Relations»
- 5. SOCIALMEDIAGIPFEL.CH BERNET-CHECKLISTE: Employer Branding aufTikTok https://bernet.ch/checkliste
- 6. SOCIALMEDIAGIPFEL.CH REFERIERENDE Lale Scirocco Leiterin Marketing YoustyAG Christian Aepli Head of Marketing & Brand Experience Implenia AG SOCIALMEDIAGIPFEL.CH
- 7. SOCIALMEDIAGIPFEL.CH Lale Scirocco Leiterin Marketing YoustyAG SOCIALMEDIAGIPFEL.CH
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- 26. SOCIALMEDIAGIPFEL.CH Fragen an Lale Scirocco LeiterinMarketing Yousty AG SOCIALMEDIAGIPFEL.CH
- 27. SOCIALMEDIAGIPFEL.CH Christian Aepli Head ofMarketing & Brand Experience Implenia AG SOCIALMEDIAGIPFEL.CH
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- 29. © Implenia EXAMPLES OFEMPLOYER BRANDING ACTIVITIES AT IMPLENIA 29 EMPLOYER BRANDING AT IMPLENIA Employee Journey Candidate Journey
- 30. © Implenia FIELDS OFACTION ON CANDIDATE AND EMPLOYEE JOURNEY EMPLOYER BRANDING AT IMPLENIA Attraction Recruitin g Hiring/ Contract Onboard- ing Daily Business Deve- lopment Retention Separa- tion ▪ Offboarding: Exit-interview and monitoring, learnings ▪ Bonding: Employee well-being, Benefits 4 all, Basic Social Support ▪ Financials: Comp. & Ben., Profile/Salary Review ▪ Eng./Retention: Retention & Engage- ment measures, career path planning ▪ Development programs: step-up, young talent, expert/leadership career ▪ OCR: Process and measures successor nomination and planning ▪ Leadership: Leadership Principles and Application, Feedback culture ▪ MbO: Annual Process → Continuous process of target-setting and feedback ▪ MarCom: EVP, Continuous Content-marketing, Topics → Channels ▪ Event: Consolidation partnerships Institutions (Univ., HSG, EPFL, …) ▪ Recruiting Partnerships, incentives ▪ Job-Ad: Templates (EVP, Boilerplate, Content), Channel- Setup ▪ 1:1 Recruiting: Gen./active Sourcing ▪ Interview: Standard presentation, interview & evaluation, 1:1 Comm. ▪ Contract: Standard templates, (neg.) process and documentation ▪ Onboarding: Basic intro Company, Unit and Location/Site/Project Candidate Journey Employee Journey Employer Brand
- 31. © Implenia SOCIAL MEDIA:ACTIVITIES ON DIFFERENT CHANNELS SUPPORT BUSINESS TOPICS AND EMPLOYER BRANDING/RECRUITING Marketing/Communications Update EMPLOYER BRANDING AT IMPLENIA ▪ Business: offering and services, relevant company news, services positioning and lead generation for contacts, e.g. "Vision Underground" campaign or "Building the Healthcare Network of the Future" ▪ Company: news and career opportunities, employer branding on awareness (TikTok, Instagram, Facebook), candidate targeting and databased recruiting (LinkedIn) ▪ Projects: wins, milestones, achievements, continuous targeted push publishing with pull-content to services and projects on website, proving evidence of expertise and fulfillment, more IEC engagement on LinkedIn ▪ 128,733 Followers +25,300 (12m) ▪ 580 Posts a year ▪ 3,937 employees ▪ High relevance for all business areas ▪ Great engagement: among the big players LinkedIn TikTok Instagram Facebook YouTube X / Twitter Performance ~28% LinkedIn related applications, best in class ~46% social media related recruiting leads ~97% relevant ext. followers (LinkedIn) ▪ 30,697 Followers +7,745 (12m) ▪ >520 Posts, total ▪ >336,500 Likes, total ▪ 72% male, 23% fem. ▪ 69% in CH, 14% in DE ▪ Industry- Benchmark, Projects & Employees ▪ 11,522 Followers +2,100 (12m) ▪ 72,700 reach ▪ 25,500 profile visits ▪ 81% male, 19% fem. ▪ Audience: Young Professionals, white-collar ▪ 10,526 Followers +2,400 (12m) ▪ 1,500,000 reach ▪ 80,400 profile visits ▪ 87% male, 13% fem. ▪ Audience: blue- col-lar workers, mainly Civil Engineering ▪ 2,548 Followers +330 (12m) ▪ 129,817 views ▪ 2,158 h playtime ▪ Most followers in DE ▪ 98% male, 2% fem. ▪ Growth opportunity with backgr. stories ▪ 1,215 Followers -30 (12m) ▪ Only media releases ▪ Languages: DE/EN/FR ▪ Declining Relevance ▪ Audience: Media
- 32. © Implenia SRF 10VOR 10: DER KAMPF UM JUNGE BERUFSLEUTE EMPLOYER BRANDING AT IMPLENIA Der Kampf um junge Berufsleute - 10 vor 10 - Play SRF
- 33. © Implenia TIKTOK: HIGHLIGHTSI FACTS & FIGURES I DASHBOARD 33 EMPLOYER BRANDING AT IMPLENIA
- 34. © Implenia TIKTOK: OURHIGHLIGHT VIDEOS 34 EMPLOYER BRANDING AT IMPLENIA ▪ First video ever (Feb 2021): Link 1 ▪ Best performing (Secheläuten): Link 2 ▪ Big, stunning projects (Grimsel): Link 3 ▪ High profile projects (Gotthard): Link 4 ▪ Young professionals (Timber): Link 5 ▪ Diversity (Women at Implenia): Link 6 ▪ Fun facts (Crane Operator): Link 7 ▪ Holidays (Christmas 2024): Link 8
- 35. © Implenia TIKTOK: FACTS& FIGURES 2024 35 EMPLOYER BRANDING AT IMPLENIA ✓ 12 Productions, collaboration with external agency ✓ 19 Main Videos (60 sec) + 94 Q&A Videos (15-30 sec) = 113 Videos ✓ 1 Production = 1 or 2 Main Videos & 4-7 Q&A Videos ✓ Paid Push of Main Videos: CHF 600 ▪ Video Views: 2,953,148 ▪ 2023: 1,104,769 ▪ Reached Audience: 2,383,520 ▪ 2023: 1,647,801 ▪ Engagements: 47,263 ▪ 2023: 16,282 ▪ New Followers: 8,327 ▪ 2023: 1,062
- 36. © Implenia TIKTOK: FACTS& FIGURES 2024 36 EMPLOYER BRANDING AT IMPLENIA ✓ Best Performer - Total Engagement (Comments + Saves + Shares) 1. TBM Schwanau (DE): 6,188 2. Gotthard Störzone (IT): 2,995 3. Pont du Closel Lausanne (FR): 1,864 4. Kantonsspital Aarau (DE): 1,599 ✓ Reasons for the good performance ▪ Cool projects that are up to date with lots of media coverage ▪ Appeals strongly to construction fans ▪ Cool visuals of the construction site, machines, etc. ▪ Dynamic editing of the videos
- 37. © Implenia TIKTOK: FACTS& FIGURES 2024 37 EMPLOYER BRANDING AT IMPLENIA ✓ Worst Performer - Total Engagement (Comments + Saves + Shares) 1. Azubi in Sweden (DE): 232 2. Bauen auf Frauen Event (DE): 249 3. Lifestylers (DE): 384 4. EMPA NEST (DE): 506 ✓ Reasons for the bad performance ▪ Very theoretical topics, not as tangible as projects ▪ Less appealing to the usual construction community ▪ Not as visual (stunning shots of construction sites) ▪ Only in German
- 38. © Implenia TIKTOK: OURFOCUS IN 2025 38 EMPLOYER BRANDING AT IMPLENIA ✓ Focus on Strong Projects and Authentic Portrayal of Employees ✓ Focus on Current Trend Content (Dances, Challenges, etc.) ✓ Focus on different Formats: Interviews, How-To, News, etc. ✓ Focus on Usability: Main Videos published on all Channels ✓ Focus on Jobs in the Link in bio
- 39. © Implenia DASHBOARD EMPLOYER BRANDINGAT IMPLENIA Normalisation, Combination & Sync Layer Social Media Data Web Page Data Dashboard UTM Tool Data Manual Input
- 40. Christian Aepli 4 JUN2025 DANKE THANK YOU
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- 42. SOCIALMEDIAGIPFEL.CH Fragen an Christian Aepli Headof Marketing & Brand Experience Implenia AG SOCIALMEDIAGIPFEL.CH
- 43. SOCIALMEDIAGIPFEL.CH Danke fürs Kommen! Wirsehen uns an den nächsten #smgzh & #smgbe: 11. September, Bern 5. November, Zürich SOCIALMEDIAGIPFEL.CH