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. XING, as the largest social network for professional contacts in Germany, is suitable for the initial activities of presenting IAB as an employer via social media. Millions of qualified professionals and managers use XING 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 but, in addition to this, also on the professional exchange of information at IAB with sectors of the professional field. The user interface of XING 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.