Smart Recruiting: The Future of Acquiring Skilled Workers

On 26 September 2025, the FH Kufstein Tirol hosted a specialist event entitled Smart Recruiting – Digitalisation & Social Media for Attracting Employees and Skilled Workers. Around 60 participants from Tyrol and Bavaria attended lectures and a workshop to gain practical insights into how companies can use artificial intelligence (AI) and social media to strengthen their employer brand and attract suitable talent.

The event was funded as part of the INTERREG Bavaria-Austria program and implemented jointly in close cooperation with all project partners (FH Kufstein Tirol, Rosenheim district, and the Tyrol Chambers of Commerce – Kufstein and Kitzbühel district offices).

Vice Rector Prof. (FH) Dr. Claudia Van der Vorst kicked things off with a warm welcome to the audience and partners. The event partners then also addressed the audience with words of welcome: Peter Heßner (Head of Economic Development for the Rosenheim district), Sonja Altenburger (Chairwoman of the Kufstein District Chamber of Commerce), and Hermann Huber (Chairman of the Kitzbühel District Chamber of Commerce) emphasized the importance of modern recruiting strategies and attracting skilled workers to the region.

Prof. (FH) Dr. Dr. Mario Situm then took the floor and guided the audience through the event. In his introductory presentation, he summarized the current opportunities and challenges of digital recruiting strategies, laying the foundation for the in-depth technical presentations that followed.

RECRUITING REIMAGINED: THE USE OF AI AND SOCIAL MEDIA

As part of the program, experts presented practical approaches and offered the opportunity to discuss various aspects. Under the title Recruiting with AI & Social Media – Opportunities, Strategies, Risks, coaching expert MMag. Judith Kastner began her presentation and presented four key aspects for discussion to the audience: the great opportunities offered by new technologies, the risks of uncritical AI use, the importance of proven methods, and the need to preserve humanity in recruiting. She emphasized that despite increasing digitalization, recruiting must always remain human and sustainable.

Next, Josef Willkommer, Managing Director of TechDivision, took the floor in his presentation AI Instead of Gut Feeling and showed how artificial intelligence can optimize job advertisements. Instead of relying on gut feeling, companies should focus on data analysis, gender-inclusive language, and a target group-oriented approach in order to reach the desired audience. At the same time, he made it clear that poorly worded ads tend to deter potential applicants.

In a best practice presentation entitled Visible with video: recruiting in moving image format, Diana Lichwa from Planlicht illustrated how moving image formats can enrich recruiting. Authentic videos that provide insights into the company help to address the right target group and strengthen the employer brand. She presented successful examples and emphasized the potential of social media clips, job previews, and employee interviews.

Before the hands-on workshops began, a round of statements was held with experts from Austria and Germany. The participants agreed that authenticity is the key to successful recruiting: only those who communicate openly and honestly will attract the right employees. It was also emphasized that social media is playing an increasingly important role - it should be used strategically and purposefully, but always with an authentic presence. It was also highlighted that recruiting requires a clear strategy and that employees are the key success factors of a company. From a business perspective, it is therefore crucial to deal with this topic in depth.

PRACTICAL WORKSHOPS: FROM AI TO EMPLOYER BRANDING VIDEOS

Based on the discussions and input from the experts, participants then had the opportunity to deepen their knowledge in practical workshops:

• In the workshop AI for Creating Job Ads, Thomas Schmiedinger showed how generative AI tools such as ChatGPT can support the entire recruiting process. From clarifying requirements and defining roles to creating text and adapting to target groups to social media posts and interview guidelines. He presented various prompting strategies (e.g., context prompting, few-shot prompting, or reverse prompting) and emphasized the importance of a reality check: job ads should be understandable, inclusive, plausible, and tailored to the target audience.
• In the workshop Employer Branding Videos with a Smartphone, Tobias Heckenbichler showed how companies can shoot authentic recruiting videos using simple means. His central message: authenticity beats gloss. With checklists and practical exercises, participants received valuable tools for their own practice.

SUMMARY & TAKEAWAYS

The specialist event highlighted how AI, social media, and moving images are reshaping recruitment. Participants were actively involved, received practical tools and concrete ideas, and were able to experience firsthand how modern recruitment strategies can be effective in their own companies.

Links:

• Smart Recruiting | Project