Companies that present themselves to young workers as reliable and safe employers despite the corona virus are ensuring the survival of the talent pool beyond 2020. But how can such recruiting goals be reconciled with budget cuts and hiring freezes? And how are companies handling such conflicts of interest?

“HR strategy has changed on a number of levels. Firstly, employers are focusing more on employer branding. This makes sense when you take into account that career starters have been hit particularly hard by the current situation. Secondly, many companies have digitized their recruiting,” reports Dr. Monika V. Kronbügel (PhD.), CEO of Global DiVision, based on experience with her clients.

HR teams are primarily working from home, using online-based recruiting measures, while personnel selection and onboarding are being carried out by telephone or video. The most popular measures are currently online events, webinars, and digital image advertising. “The corona crisis will have a long-term impact on the recruiting process,” continues Dr. Monika V. Kronbügel (PhD.).

Overall and based on current conditions, HR departments are optimistic about 2021 . Over 50 percent believe that the corona crisis will not impact their recruiting strategy for the coming year and that hiring freezes will come to an end. Corona has merely delayed hiring, not put an end to it. It is thus definitely realistic to assume that there will also be increased catch up demand.