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Digital talent journey Romania-Germany

Digital talent journey Romania-Germany

Crystal System has transformed more than 10.000 students into digital talents since 2004 when it started

CRYSTAL      SYSTEM      GROUP      LTD.      HAS      RECOGNIZED  AND  ANTICIPATED  THE  LACK  OF  QUALIFIED  RESOURCES,  ESPECIALLY  IN  THE  IT  SECTOR  SINCE  BACK  IN  2004.  As  a  consequence,    Crystal    System    has    invested    in    universities   and   students   to   offer   courses   in   IT   relevant  subjects  and  programming  languages  like  Business Intelligence & Analytics, ERP Programming, Database  Programming,  Java  and  much  more.  Since  2004 Crystal System has expanded this program and is  cooperating  now  with  six  universities  in  three  countries,    Romania,    Republic    of    Moldova    and    Albania.

Crystal  System  has  transformed  more  than  10.000  students into digital talents since 2004 when it started. Some  of  them  got  hired  by  Crystal  System  –  most  of  them  found,  not  only  but  also  thanks  to  their  digital  prequalification  offered  by  Crystal  System,  their  entry  into  their  personal  career  path  or  got  placed  in  the  IT  market with the support of Crystal System.

In time the quality of training got recognized in the market  and  clients  and  partners  of  all  industries  started to watch the Crystal Talents. Crystal then also became        pro-active        and        invited        industry        representatives   to   discuss   about   their   actual   and   future   demands   and   requirements   towards   their   future  employees.  A  fruitful  continuous  discussion  with  different  industry-sector  roundtables  started  in  the  last  year  and  helped  Crystal  System  to  keep  its  course curricula up to date, to keep students attracted to the courses offered and last but not least it helped the   industry   to   find   not   just   graduates   from   the   universities but prequalified talents “ready to work”.

Since   2004   the   world   has   changed   drastically,   smart-phones conquered the daily lives of students, the   Internet   is   nearly   everywhere   available   at   universities,  in  bars  and  cafes  and  even  in  public  parks in Bucharest. The generation born in this time adapted  through  the  years  to  new  technologies  and  possibilities  and  they  are  called  “Millennials”  and  “Digital  Natives”.  Crystal  System  had  to  react  to  this  to   get   a   deeper   understanding   of   these   “Digital   Natives” and how to address them. The term “Digital Natives”  constitutes  a  high  affinity  towards  digital  solutions and services.

At    Crystal    System    Group    we    are    working    transnational   with   multiple   clients   in   multiple   countries, so for us it was of interest not only to have the  Romanian  talents  in  focus  but  also  at  least  one  other  European  country  to  have  a  possibility  to  compare    and    optimize    where    necessary.    At    a    specialized  web-page  in  Germany  we  have  found  a  study  at  the  University  of  Bayreuth  /  Bavaria,  that  analysed the digital candidate journey with the same intention  like  Crystal  had.  We  took  this  study  as  baseline and asked students in Bucharest exactly the same questions.

Our study analyses to what extend this assumption applies.   Especially   in   the   area   of   recruiting   and   especially at the address of companies.

The  study  follows  the  journey  by  dividing  it  into  seven    main    stops:    From    Awareness,    Contact,    Interaction,     Relevance,     Lead,     Information     till     Application.

In  Romania,  Crystal  started  an  online  survey  and  addressed    1.500    Students    in    Bucharest.    511    answered  to  the  online  survey.  A  quota  of  30%.  In  Germany, the participation was 540 students.

As we cannot present all results in one article, we will   make   the   study   public   available   on   Crystal   System’s web-page.

AWARENESS

WHERE DO STUDENTS LOOK FOR JOB OFFERS?

In Romania the top 3 job portals named by students are  e-Jobs,  LinkedIn  and  Hippo.  In  Germany  it  is  Stepstone,   Indeed   and   Monster.   As   conclusion   it   could be stated, that Romanian students are focused more on local platforms, while in Germany students are using more international platforms.

CONTACT

HOW & WHERE DO STUDENTS WANT TO BE ADDRESSED BY COMPANIES?

In  Romania  the  top  3  platforms  on  which  students  prefer to get contacted by potential future employers are  LinkedIn,  WhatsApp  and  Facebook.  In  Germany  the  platforms  named  LinkedIn,  Xing  and  Kunuu  the  top   three.   As   a   conclusion   it   could   be   said   that   Romanian  students  are  receptive  on  all  channels,  while  German  students  make  a  clear  differentiation  between   professional   life   and   private   life.   Still   of   importance in both countries is the human touchpoint as  in  both  countries  75%  of  the  interviewed  stated  that they visit career events or job fairs.

INTERACTION

WHAT CORPORATE OFFERS ARE OF SPECIAL INTEREST FOR YOU? – WHAT COMMUNICATION CHANNEL WITH COMPANIES DO YOU PREFER?

In Romania the top 3 listed corporate offers preferred by  the  students  are  internships,  projects,  soft-skill  trainings.  In  Germany,  there  are  internships,  theses  for  exams  and  projects.  In  both  countries  students  are  keen  to  prove  themselves  in  internships  and  projects.  It  is  remarkable  that  Romanian  students  have soft-skill training ranked third – which matches the   industry   expectations,   but   German   students   ranked this subject on 7th. Related to the communication channels, students in both  countries  prefer  a  chat  with  a  direct  human  contact  via  social  medial  or  WhatsApp  followed  by  digital   office   tours   in   Virtual   Reality   or   Virtual   Corporate     Contact     Fairs.     Communication     via     Chatbots  /  Artificial  Intelligence  are  ranked  at  the  bottom of the list.

RELEVANCE

STUDENTS KPI’S TO CHOOSE AN EMPLOYER

In Romania the top 3 KPI’s are Career Opportunities, Salary  and  Atmosphere  at  work.  German  students  focused   on   Work   Tasks,   Work   Atmosphere   and   Work-Life-Balance;  Salary  was  ranked  in  Germany  on the 4th place.

LEAD DATA

STUDENTS PREFERRED THE TRANSFER OF PERSONAL DATA

In both countries the majority of students prefers a data  transfer  after  they  have  taken  a  business  card  and / or analysed corporate brochures and website. The results are nearly equal even if in the Romanian survey multiple answers were allowed, while in the German   study   only   one   answering   option   was   permitted.

INFORMATION

PREFERRED INFORMATION MEDIA WHEN STUDENTS ARE LOOKING FOR AN EMPLOYER

In  Romania  the  preferred  information  media  is  the  direct  discussion  with  a  corporate  representative  ranked   first   followed   by   corporate   website   and   corporate product image. Romanian Students named immediately  after  Employer  Ranking  Portals  and  Friend  suggestions  on  the  next  ranks.  In  Germany  the  Corporate  Website  is  ranked  first  followed  by  corporate   product   image   immediately   after   are   following   the   image   of   and   recommendation   by   friends   and   then   the   Discussion   with   corporate   representatives.     Social     Media     and     Corporate     advertising is ranked in both countries at the bottom of the list of preferred information media.

APPLICATION

STUDENTS’ PREFERRED WAYS TO APPLY

In   both   countries   the   application   via   corporate   website    (CV-Form,    PDF-Upload,    etc.)    are    the    preferred  way  to  apply.  Romanian  students  ranked  this  with  68%  and  German  students  with  75%  on  top   of   their   preferences.   Application   via   email   (sending  CV  as  PDF)  is  clearly  placed  on  rank  2  in  Romania   67%   of   the   students   voted   for   this   as   preferred  option  and  in  Germany  72%.  Application  with  just  one  Snap  /  Video  is  ranked  slightly  above  the  application  via  postal  service  at  the  end  of  the  table.

RECOMMENDATIONS:

  • Sharpen your profile as employer by an authentic employer branding
  • Ensuresimpleandfastdigitaloptionsforcandidates to apply
  • UseChatbots,SnapsandVideoapplicationtoolsselectively(i.e.forpositionswhereitisimportanttheapplicanthastobeabletopresenthimselfandhas to be self-confident to speak to clients or a group ofpeoplelikesales,marketing,customersupportetc.)
  • Create“touchabletouchpoints”forcooperation,i.e. internships, mentoring etc.

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CRYSTAL SYSTEM GROUP LTD.