By Zamir Madjidian, Roberto Carlos Ambrosio Lazaro, Michael Palocz-Andresen
The automotive sector is rapidly evolving, focusing on digitalisation and social media platforms. Renowned car manufacturer companies face a shortage of skilled personnel around the World due to changing environmental conditions and stricter criteria. Social media platforms have revolutionised recruitment practices, requiring firms to balance specialised tools with integrated systems.
The study investigates how car manufacturer companies can influence potential candidates to apply for its production plants. They employ various advertising strategies, including celebrity endorsements, sports sponsorships, social media influencer partnerships, and viral video content to attract diverse demographics and boost sales. They also use predictive analytics and AI Artificial Intelligence in talent search to improve digital presence and understand customer behaviour. The companies are also developing VR and AR applications for efficiency and performance optimisation.
International enterprises use social media platforms to engage with diverse demographics and tailor job opportunities. Utilising AI-based methodologies, video content, and data analytics, the companies can enhance recruitment efficiency, showcase they culture and values, and improve they recruitment strategies.
Introduction
Automobiles are a global symbol of social standing and economic success1. The automotive sector is rapidly evolving, focusing on digitalisation and social media platforms. Failure to adapt could lead to lose the market dominance or lag2. Technology, particularly the internet, has significantly impacted society, changing employment attitudes and recruitment processes3.
Recruitment is a systematic process of attracting qualified individuals to an organisation, influenced by new technologies and innovations4,5.
Volkswagen, as a prominent car manufacturing company currently operates five manufacturing plants in Mexico, including San Jose Chiapa 1, Puebla 2, Escobedo 3, Querétaro City 4, and Silao 5, see Figure 1.
VW faces challenges in identifying suitable candidates for positions in Puebla and Silao, Mexico, due to the abundance of candidates and recruitment tactics6. This shortage is particularly prevalent in these regions.
Social media platforms have revolutionised recruitment practices, leading to the rise of “social” recruitment software and the need for firms to balance specialised tools with integrated systems, influencing marketing and consumer-to-consumer interactions5,8.
The study investigates how this renowned car manufacturer company can influence potential candidates to apply for its production plants in Mexico.
Evolution of Recruitment Practices within the Automotive Industry
Traditional Recruitment Methods
The recruitment industry, dating back to medieval times, has evolved through internal recruitment, promotion, networks, and traditional advertising techniques, with rapid technological advancements transforming methods. Table 1 shows the changes in HRM during the last 100 years.
Before the early 2000s, conventional recruitment techniques including classified advertisements and headhunting were widely accepted and deemed effective. During this period, individuals seeking employment would heavily depend on classified advertisements included in newspapers, job boards, and informal communication channels to discover potential job openings. Meanwhile, recruiters would invest significant amounts of time in scrutinising resumes and conducting face-to-face interviews to identify the most suitable candidate for a given position. As their efficacy has diminished in contemporary times, these methodologies have undergone a gradual evolution, leading organisations to adopt the utilisation of recruiting agencies to facilitate the identification of suitable applicants. However, despite the advancements in technology, conventional recruitment approaches have predominantly retained their fundamental characteristics9.
Organisations establish personal connections with candidates, emphasising job characteristics, and communicating reasons for interest. Employment agencies facilitate recruitment, requiring significant investment in resources and time10, see Table 2.
The current period is characterised by intense rivalry to attract talented individuals, and “recruitment” has become widely recognised as a crucial organisational process. It serves as a means of identifying prospective applicants and enticing them to apply for available positions. Recruiters employ a range of recruitment strategies, including job advertisement, internet portals, word-of-mouth, and social media, to attract eligible applicants. It has been observed that the inclination of recruiters to utilise these tactics is contingent upon many pre-hire and post-hire consequences, including the number of applications received, the knowledge of candidates, the efficiency of filling vacancies, the subsequent job performance of new hires, rates of absenteeism, as well as the commitment and satisfaction levels of the applicants11.
The implementation of successful recruitment and selection processes is closely linked to the appointment of a competent employee. The significance of recruitment should not be underestimated, as the selection of an inappropriate candidate can result in diminished productivity, recruitment expenses, elevated training costs, increased likelihood of task underperformance, and a higher probability of client attrition. Hence, organisations exhibit heightened caution in their recruitment endeavours. The principal aim of organisations is to recruit suitable candidates while rejecting unsuitable ones12.
Digitalisation Of Recruitment
E-recruitment is a systematic process involving the selection of qualified individuals from a global pool, aiming to balance suitability and cost-effectiveness while enhancing efficiency in the hiring process13, see Figure 3.
E-recruitment, a shift in job searching and recruitment, involves gathering employment information through online platforms like corporate websites and commercial job boards, see Figure 4.
Significance of Social Media in Employer Branding for the Automobile Manufacturer Presentation
The VW Group has grown significantly since 1937, producing 12 brands and offering financial services like financing, insurance, leasing, and fleet management15.
The automotive industry is adapting to consumer preferences, government regulations, and market demands to enhance its market presence16. VW, as a leading European car manufacturer company invests heavily in manufacturing, sales, logistics, and technology17. The industry is generally shifting from a centralised manufacturing model to a decentralised, partnership-based network, focusing on regional and cultural preferences18.
Sustainability in the Automotive Industry
To promote sustainability, transportation must significantly reduce environmental impact. Stringent regulations and initiatives aim to achieve this. Technology advancements like Battery Electric Vehicles (BEVs) are often pursued, but obstacles hinder their widespread implementation and dissemination19. Electric mobility or e-mobility, is gaining prominence for efficient energy use in transportation and addressing sustainability challenges like climate change and urban air pollution. Sustainable strategies require a comprehensive assessment of society, economy and environment20, see Figure 5.
Conceptualisation Employer Branding
Volkswagen is expanding its brands into classic and sporty models. The company’s tagline, ‘Aus Liebe zum Automobil’ (For the love of automobiles), suggests the potential cannibalisation of lower-priced vehicles. The introduction of the Phaeton enhances its brand image21.
Utilising Social Media Platforms for Employer Branding
Organisations invest heavily in recruitment, using social networking platforms like LinkedIn and Facebook to connect with individuals, promote their businesses, and generate higher profits4. The car company uses social media for recruitment, product innovation, and marketing, with Instagram having high engagement. Adopting a well-crafted strategy and assertive video marketing can boost brand recognition32.
Impact of Genuine Employee Reviews on Organisational Reputation
Employees significantly influence a company’s reputation, shaping stakeholder attitudes and public perceptions22. Transparency in corporate communication is crucial for establishing a positive identity and fostering lasting connections22. Strategic management enhances reputation, while unfavourable reviews can be a liability23. Employees contribute to an organisation’s success through positive electronic word-of-mouth24.
Methods of Effective Social Media Recruiting for the Automobile Manufacturer
Analysis of Social Media Platforms
Car manufacturing companies use customised advertising strategies including celebrity endorsements, sports sponsorships, viral video content, and social media influencer partnerships to attract diverse demographics, boost sales, and strengthen brand identity25. They use image-based advertising to establish customer value and loyalty, promoting integrity and dependability. Innovative marketing strategies target a specific market segment, enhancing its market presence26.
Strategy for Creation and Communication of Content
VW intensified uses social media platforms like Facebook, Twitter, Instagram, and LinkedIn to promote product launches, lifestyle content, and user-generated content. It also incorporates interactive website designs and mobile technology innovations, such as smartwatch applications, to engage with environmentally conscious consumers.
Integration of Predictive Analytics and Artificial Intelligence in Talent Search
Manufacturers use data analytics and AI to improve its digital presence and understand customer behaviour. By analysing web traffic, search terms, and social media mentions, the company refines marketing strategies26. Predictive analytics helps in talent acquisition by predicting future recruitment trends and business growth projections. This method can be used to organise and to allocate resources effectively. Predictive analytics also support identify employee success traits, enhancing recruitment outcomes, employee performance, and retention rates27.
Integration of Virtual Reality and Augmented Reality
VW is developing VR Virtual Reality and AR Augmented Reality applications to improve efficiency, minimise costs, and optimise performance throughout the product lifecycle. The company has created a cloud-based infrastructure to automate 3D data preparation pipelines and evaluate its ability to remotely render and stream 3D graphics to AR/VR headsets. It uses Amazon Web Services (AWS) and Innoactive Portal to transfer VR rendering and 3D data optimisation tasks to the cloud. This approach enhances the efficiency of the 3D data preparation pipeline and enhances rendering capabilities within the cloud environment28.
The advantages during the recruiting and onboarding process are shown in Table 3.
The integration of both components will yield a heightened level of immersion, rendering it particularly suitable for a younger audience. The removal of the headgear in augmented reality will present a more challenging endeavour, thereby fostering increased attentiveness to the user’s environment30.
Logistics plays a pivotal role in the operations of automotive companies, serving as a critical component within their overall framework. It engages in a high degree of collaboration with the production process. Collectively, these entities engage in the manufacturing of automobiles, the production of service parts, the assembly of aggregates and their corresponding components, as well as the fabrication of tools and preparations.
In addition to its primary functions, logistics also encompasses the critical responsibilities of maintaining the availability of parts and components, while concurrently facilitating the implementation of new projects. In the field of automotive logistics, various activities and measures are implemented with the objective of optimising logistics processes, areas, handling devices, and material flow. To fulfill these stipulations, the incorporation of information technologies is executed, followed by the synchronisation of Just-in-Time procedures and the establishment of packaging protocols. Lastly, logistics concepts and projects are developed31.
Conclusion
Volkswagen, as a leading car company uses various social media platforms like LinkedIn, Facebook, and Twitter to engage with diverse demographics and tailor job opportunities to specific audience segments. The company uses a variety of content, including job advertisements, corporate culture insights, employee testimonials, career opportunity information, and event details, tailored to Mexican culture and the labour market. This content provides potential candidates with information about a company’s working environment and values, establishing a favourable perception of the company as an appealing employer.
Outlook
New trends in social media recruiting include the use of AI-based methodologies to enhance candidate pre-selection processes, video content for job advertisements and company insights, prioritising employer branding and storytelling to showcase the company’s culture and values, and data analytics for assessing and improving recruitment strategies. The manufacturer in this study can integrate these trends into its strategic approach by utilising technological advancements and developing innovative content. AI and automated chatbots can enhance the recruitment process efficiency, while video content can enhance communication efforts by fostering a more dynamic and engaging interaction with its target audience.
Emphasising employer branding and storytelling can effectively showcase the company’s culture and values. Data-driven methodologies can be employed to consistently evaluate and enhance the efficiency of a company’s recruitment strategies.
Acknowledgment
The authors would like to thank Mr. Dipl. Ec. Ralf Thee, industrial engineer and project manager of the Research Association for Internal Combustion Engines (FVV) Frankfurt for years of support in the scientific area of automobile technology.
About the Authors
Zamir Madjidian studied Business Informatics at Leuphana University of Lüneburg, Germany. He is the founder and owner of FINEST SOLUTION GmbH, a recruitment firm headquartered in Hamburg, Germany. With his large team, he specialises in collaborating with small and medium-sized enterprises (SMEs) across Germany. To date, his firm has successfully placed over 700 skilled professionals at various partner companies, showcasing a profound understanding of technological requirements and effective talent acquisition strategies.
Roberto Carlos Ambrosio-Lazaro is currently a research professor with the Electronics Faculty at Meritorious Autonomous University of Puebla (BUAP). His research interests include developing energy harvesting technology, conversion and storage for renewable sources such as vibrations, solar, and thermal; integration of semiconductor materials for the development of solar cells and sensors; in addition, signal conditioning circuits for sensors and automotive electronic systems.
Michael Palocz-Andresen is a guest professor at BUAP Benemérita Universidad Autónoma de Puebla. From 2018 to 2021, he worked as a Herder-professor supported by the DAAD at the TEC de Monterrey in Mexico. He became a full professor at the University of West Hungary 2005- 2017. Currently, he is a guest professor at the TU Budapest, the Leuphana University Lüneburg, and the Shanghai Jiao Tong University. He is a Humboldt scientist and instructor of the SAE International in the USA.
