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Corporate Social Responsibility: Hiring Requisition in Media Companies?

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CSR Communication in the Media

Part of the book series: CSR, Sustainability, Ethics & Governance ((CSEG))

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Abstract

The article analyzes the recruiting communication of the 10 largest media brands in Austria and Germany with regard to the playout of CSR content for the recruitment of prospective executives. For this purpose, the article looks at the communication on the company accounts within the social networks Xing and LinkedIn, as well as the communication within the recruiting websites.

The analysis reveals striking differences between Austrian and German media companies. These differences concern both the (technical) performance of the websites and the content of the overall recruiting communication.

The article concludes that CSR content has so far only been used sporadically to raise awareness among potential future executives. Especially the integration into web and SEO strategy offers relevant potentials to win responsible executives.

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Notes

  1. 1.

    All Xing and LinkedIn posts on the company profiles from March 13, 2020–March 13, 2021 were evaluated.

  2. 2.

    Since none of the five Austrian media brands has the required number of Xing posts in the last 12 months, they were excluded from the Xing analysis. For the German media brands, the period under review was extended for ProSiebenSat.1 Media SE compared to the other brands. The 50 most recent Xing posts went back to Sept. 20, 2019 for ProSiebenSat.1 Media SE. Since all media companies could fundamentally show >50 posts on LinkedIn, the observation period for the 50 most recent posts was extended here for the Austrian media companies Sky and Media print. Due to the abstract LinkedIn dating of older posts, however, no time frame can be specified to the day.

  3. 3.

    People: Society, Inclusion, Diversity, Education, Learning, Equality, Women, PayGap, Health, Life, Psychical Health, E-Health, Mental Health, Poverty, Children, Culture, Antisemitism, Freedom, Queer, LGBTQ+, Policy, Learn, Hate speech, Bullying, People, Nutrition, Tolerance, Together, Tafel (“Tafel” is the only term not translated as it is the German name of a charity) Planet: Environment, Clean, Climate, Climate Change, Climate Crisis, Pollution, Sustainability, FridaysForFuture, Emissions, Water, Tree, Green. Profit: [Employee + Code from People|Planet Category] Talent, Work–Life Balance, Home Office, Remote Office, Candidate, Onboarding, Data Security, Security, Code of Conduct.

  4. 4.

    seorch.com: Link: https://seorch.de/ (retrieved 03/15/2021).

  5. 5.

    Using the SEO analysis tools SEMrush: Online Source: https://de.semrush.com/ (retrieved on 16.03.2021)

  6. 6.

    The pure addressing of talents, applicants, candidates, and employees was excluded and only included if a CSR-specific extension took place.

  7. 7.

    88/100 German average vs. 72/100 Austrian average. Surveyed with Seorch.de.

  8. 8.

    76/100 German average vs. 52/100 Austrian average. Surveyed with Seorch.de.

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Authors and Affiliations

  1. Frankfurt am Main, Germany

    Gerrit Boehncke

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  1. Gerrit Boehncke
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Correspondence to Gerrit Boehncke .

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Editors and Affiliations

  1. School of Communication and Arts, University of Queensland, Brisbane, QLD, Australia

    Franzisca Weder

  2. Department Media, Darmstadt University of Applied Sciences, Darmstadt, Germany

    Lars Rademacher

  3. M3TRIX Institute of Sustainable Business, Cologne, Germany

    René Schmidpeter

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Boehncke, G. (2023). Corporate Social Responsibility: Hiring Requisition in Media Companies?. In: Weder, F., Rademacher, L., Schmidpeter, R. (eds) CSR Communication in the Media. CSR, Sustainability, Ethics & Governance. Springer, Cham. https://doi.org/10.1007/978-3-031-18976-0_7

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