As an internationally growing company, we attach considerable importance to attracting junior staff. We therefore further stepped up our successful recruitment activities in the year under review.
In recent years we have already been successful in recruiting new employees who live up to our quality requirements in a timely manner. If we are to maintain this high level, it is vital to remain prominent and attractive as an employer and to know the expectations of candidates on the job market. We continue to put special emphasis on intensifying the targeted cultivation of those applicant groups that are of primary relevance to our company. Our personnel marketing video highlights particularly distinctive aspects of our company, namely the challenging content of the work, collegial cooperation and international atmosphere. Beyond four existing testimonial films four further films were produced and released in 2016 showing members of staff describing their tasks and the associated appeal from their own personal perspective.
A target group analysis carried out at the end of 2015 will also enable us to better calibrate our personnel marketing measures. The analysis of targeted and recruited employees revealed that, as has been the case to date, we have a need for university graduates in mathematics and economics disciplines; this is accompanied by an increasingly large proportion of candidates with career experience. The marketing mix for the target group of graduates encompasses various measures designed to cement and enhance the profile and appeal of our company as an employer, inter alia by building and cultivating contacts with universities, attending job fairs, offering to arrange field trips, publishing activity reports in student magazines and trade journals as well as online media, delivering training in how to apply for a position etc. These measures are constantly reviewed with an eye to their efficiency and adjusted as necessary.
Marketing measures aimed at the group of "Young Professionals / Professionals" must be designed differently because this target group's media usage habits and its expectations of an employer are not the same as those of graduates. As a channel for boosting awareness and publishing job vacancies, we created an elaborate employer branding profile in the Xing business network in 2016. In the Career section of our website we are also giving greater prominence to aspects such as leadership and career advancement for professionals than we had in the past.