Boom around Clubhouse – Is the social listening app also interesting for the HR sector?
What is the reason for the boom of the social listening app Clubhouse? And is it also interesting for companies in the HR sector? Kristian Kretschmann from rexx systems asked Hannes Beierlein, Founder & Chief Communication Officer of the Evernine Group, these questions in the latest episode of the podcast “rexxperts – Der HR TALK”.
The social listing app Clubhouse is currently very popular. HR managers sense an opportunity to use the app to make their company more appealing to applicants. But does the app actually offer these opportunities? Kristian Kretschmann, HR expert at rexx systems, discussed these questions together with Hannes Beierlein, Co-Founder and Chief Communication Officer of the Evernine Group, in the latest episode of the podcast “rexxperts – Der HR TALK” from the HR software service provider rexx systems.
What does Clubhouse offer and how can HR professionals benefit?
This is the question that rexxperte Kretschmann initially poses. For the answer is not entirely simple, despite the high popularity of the app among politicians, stars and influencers.
Beierlein explains, “Clubhouse exclusively offers iPhone users rooms to talk to each other after they sign up with their phone data. “Actually, you can see the app like an extended version of podcasts, to the form of how we’re talking right now. People can talk and interact with each other under certain topics, sometimes moderated, sometimes not.” The drawback: whether there is moderation is decided by the person creating the space.
“It’s very fun, but offers more incentives for private use. I’ve definitely been inspired and thoughtful by some of the conversations. Especially how people talk to each other here in what is, after all, a very public space. Because theoretically, anyone can enter the themed space and listen,” the digital strategist explains.
Just a pandemic-driven hype – or sustainable after all?
As Kretschmann explains, the app hits the nerve of the time: Many people are sitting at home due to the lockdown restrictions and are looking for something to do. Kretschmann probes, “Isn’t the app perhaps just pandemic-driven hype? Will it catch on in the end?”
Beierlein describes, “There is definitely a critical undertone to some of the things I’ve said so far. I’m torn myself.” Because the app “is indeed a new innovative format,” but according to the Evernine founder, it could also simply be the opportunity for personal exchange, as many people are currently looking for.
In principle, the podcast format is very popular in the B2B sector. Especially in the last few months, podcasts have once again experienced hype in the marketing and HR sectors, according to Beierlein. Especially in marketing, there are also very good, mature formats here that are also very popular.” This also shows development of the user numbers of podcasts in recent years. “In contrast to Clubhouse, podcasts have the advantage here that they are cleanly moderated and fewer confused conversations arise, as is currently often the case in Clubhouse.”
Data protection too insecure for business activities
When Kretschmann asks whether the new format is suitable for employer branding or recruiting, Beierlein replies that he is very skeptical about using the app for business purposes. However, there are several reasons for this: “Firstly, the app is of course not intended as a business platform, but for private exchanges. That’s also what Clubhouse’s terms and conditions say.”
On the other hand, the HR marketing expert also speaks from his day-to-day work with customers. He has the format under observation, but his skepticism for business use is “primarily due to the data protection regulations. All conversations go straight to the U.S. and are stored there.”
If you want to use the app for recruiting purposes, “it’s very hard to address people directly in the often fireside chats. That takes a lot of experience. For recruiting purposes, I think it’s very questionable because of that.”
Formats for employer branding
In employer branding, however, the benefit stands and falls with the format. A sophisticated format with a consistent presentation of the company and the brand is important here. However, Beierlein himself has experienced larger companies with their HR bosses at Clubhouse, where the conversations were not successful. “Ultimately, it comes down to storytelling here. People will certainly develop a good use of the platform for employer branding in the future,” he explains.
“For HR purposes, there is currently no concept of how companies can get on the platform. For recruiting, it’s more like going door-to-door here, so it’s a cold call.”
Listen to the full podcast episode here:
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Source coverimage: Adobe Stock / MichaelJBerlin
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