Abstract

New technologies and channels of communication that are constantly changing basically represent a great potential for IAB, in that the Institute can create added value via a framework of communication. IAB must be prepared for profound shifts in the way in which its target groups in academic and professional circles exchange information and communicate, for the activities of competitors and for its own internal requirements. For this reason IAB intends to supplement and extend its previous options for information, communication and cooperation within the framework of a multichannel strategy. The central element here is a social media strategy of IAB which links up IAB's goals with target groups, business processes and the media. LinkedIn, as the largest international social network for professional contacts, is suitable for the activities of presenting IAB as an employer via social media. Millions of qualified professionals and managers use LinkedIn to link up to one another, to inform themselves, and to deliberately enter into a dialogue with each other. The focus will mainly lie on applications and recruitment. The user interface of LinkedIn generates a high degree of transparency where matching processes are concerned. Through this, members and enterprises alike are given the opportunity of presenting themselves to other members in a purposeful way and of establishing (initial) contacts.