Guest lecture by Mr. Stork on 13.12.2019
Mr. Martin Stork, Head of Workforce Enablement & HR Digital Transformation at BASF SE, was invited by Prof. Dr. Stephan Weinert to speak to Bachelor and Master 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 consistently working on creating an "Exciting Customer Experience", among other things. In this case, the "customer" represents both existing and potential BASF employees. The following applies to both: the company's values and purpose 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 would like to thank Mr. Stork for his time and the diverse insights into a highly relevant and innovative subject area.
