Guest lecture Mr. Stork on 13.12.2019
At the invitation of Prof. Dr. Stephan Weinert, Mr. Martin Stork, Head of Workforce Enablement & HR Digital Transformation at BASF SE, spoke to Bachelor's and Master's students about the digital transformation and the associated challenges for human resource management. Based on BASF's vision and corporate strategy, Mr. Stork's team is working consistently to create an "Exciting Customer Experience," among other things. In this case, the "customer" represents both BASF's existing and potential employees. The values and purpose of the company must be communicated in a targeted manner in order to increase the perceived attractiveness of the employer. To this end, Mr. Stork and his team rely on a wide range of different but coordinated media and channels, e.g. hackathons or a new career website for digital jobs, including an integrated chatbot.
Following his presentation, Mr. Stork answered numerous questions, which impressively demonstrated the great interest of the students.
We thank Mr. Stork for his time and the diverse insights into a highly relevant and innovative topic area.
