Digital Input for Human Resources

As a B2B trade fair, the trade fair for business software, security & document solutions is a leading event. For some time it had been quiet in Austria around an industry show to the topic information technology. This year’s Expo in Vienna is an event that wants to help shape no less than digital transformation in the country, true to its motto: Operating The Digital Transformation.

A few weeks before the two-day event from 31 May to 1 June at the Austria Center Vienna, it became apparent that small and medium-sized enterprises in particular were shaping Austrian digitisation in an entrepreneurial manner. And while some are still afraid that in the information age people will fade into the background, others are embracing the possibilities: What does this mean for human resources?

The ritual as a springboard

For many employees it has become a fixed ritual to start up the computer as the first official act on weekdays. This is followed by a review of incoming mail and sometimes a quick glance at the headlines of the preferred news website. Meanwhile, a cup of coffee or tea awakens the spirits of life once and for all. Next, we answer the most important mails, click through folder structures, open programs, save and attach files, browse databases … It is fair to say that in many places nothing would work without a functioning PC. This basic infrastructure has already become so self-evident that it only plays a role in perception when something doesn’t work. This is actually the most important step when it comes to wrestling with acceptance in terms of digital transformation.

One cannot not communicate

The axiom of the Austrian-American communication scientist Paul Watzlawick has gained many new facets through digitalisation: “One cannot not communicate” can be illustrated ad hoc on a typical medium-sized company. A potential worker often expects such a company to have representative offices in classic social media networks such as Facebook. If such a form of dialogue is lacking, this is sometimes already a reason for distrust: Is there anything to hide here? Is the company lagging behind social development? Or is the working environment simply outdated?

Where does your company stand when it comes to digitisation? How do (potential) employees perceive you in this respect?

Digital target group marketing

We remember: The PC is the most important tool for many professionals. Smartphones and tablets serve as further access points to the net in their leisure time at the latest. provides companies in general and HR in particular with ideas on what the next steps towards digitisation could look like. Together with DMX Austria, which focuses on digital marketing, HR specialists can find some lectures in the supporting programme that are relevant for their daily work: This already begins with the recruitment of new employees.

Digital target group marketing, for example, plays a role for recruiters who want to get their job advertisements online to men or women with as much precision as possible. Especially when employers are looking for very specific skills, they need to make good use of their resources and efficient technologies. The University of Applied Sciences St. Pölten presents case studies of the beer brewer Zipfer, the training provider BFI and the Falkensteiner Hotels.

Stefan Gröner, strategy consultant and change manager, illustrates how employers today reach young target groups. Two further lectures deal with Storytelling and content marketing. That is, the Personalist does not only become acquainted with helpful marketing instruments, but can itself also equal with the contentwise organization of its messages concern.

At the right place at the right time

Completely different digital support is possible in personnel resource planning. Stan Krause, Managing Director of FIRElease Service & Event Personal Software, will present a tool that enables real-time scheduling of event, service and security personnel. Employers should be able to reach their employees more effectively and avoid overcapacities. Andreas Flury, Sales Manager Austria Optor AG, will give a further presentation on how such personnel planning can be set up at the push of a button using the example of care and work in hospitals. Practical examples show how duty scheduling can be achieved in this way. The last contribution to the complex of topics comes from Severin Waldis, CEO Optor AG, and looks at the cultural change that is necessary to exploit the optimization potential, but also deals with legal requirements and the needs and qualifications of employees.

Panel discussion: Digitisation in personnel work

So if you are interested in business software, security & document solutions or digital marketing & e-business in your HR function, the RSM Thailand duo is well worth a visit.


Chelsea R. Mansfield

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