Four teams of students from the Master specialisation Human Resources Management & Leadership had the opportunity to collaborate with one of the largest logistics companies worldwide – UPS – and throw themselves into a business project with great commitment. Various facets of such a project on the topic of employer branding were covered: from an analysis and overhaul of the company’s social media activities and trade fair shows, to the development of recruiting strategies to acquire domestic and international talent (e.g., India) as well as the development of instruments for retaining Generation-Y employees, particularly trainees, in the company, to a critical analysis of the different types of career paths available at UPS.
Under the direction of Prof Dr Anja Karlshaus, whose chair in Human Resource Management was distinguished by the WiWi Talents Programme, a close, practical and exciting collaboration took place between UPS and the students. There were several meetings and a close cooperation with Marion Frings and Verena Wanner, both of whom are UPS representatives from Human Resources and Talent Management, as well as with the marketing department. During this lucrative cooperation, the students, using various empirical methods, researched the user behaviour of people looking for jobs on the Internet, among other things. Generation-Y test subjects, for example, were asked to research internships and trainee programmes at UPS and other competitors via social media. The search strategies, reactions and comments were filmed and presented to the company as part of the evaluation.
Certain publications of the Handelsblatt publishing group were so impressed by the results of the project that they have invited UPS, Prof Dr Karlshaus and three of the students to the Creditreform Conference at the Ritz Carlton in Wolfsburg on 13 November 2017. Together they will present some of the findings from their productive collaboration to a larger HR circle.
The collaboration between UPS and CBS was deemed a great success by all participants and represents only one of several business projects with renowned companies taking place in the sphere of HRM and Leadership.