For Sabine Resch, studying at CAMPUS 02 was the first step towards realising her professional visions. Today, she is an expert in employer branding and recruiting and has successfully established Energie Steiermark as an employer brand. In our ‘Graduate of the Month’ interview series, she talks about how she combined her studies with her career as a young mother, which skills have helped her in particular and why lifelong learning has been crucial to her success. An exciting insight into a very dynamic discipline in today's working world!

What made you decide to enrol in the Marketing & Sales degree programme at CAMPUS 02?

Creativity has always been one of my driving forces - and I really wanted to use it in my job. At the same time, I realised that in order to be successful in the long term, you need a sound education. The challenge? My studies had to be compatible with my job and my life as a young mother. That seemed like a big hurdle at first - but then I found the perfect solution: the part-time degree programme in Marketing & Sales at CAMPUS 02 University of Applied Sciences.

Can you share a special memory or highlight from your time studying?

I already spoke about my goals and visions during the application process - and realised them step by step over the following years.

Which skills or knowledge that you gained during your studies have helped you the most in your career?

One of the biggest ‘aha’ moments during my studies was the realisation of how essential it is to always keep the big picture in mind. Marketing and sales are wide-ranging disciplines, but the key success factor is always the same: the target group. ‘Target group, target group, target group!’ - this motto has been engraved in my mind. I learnt how important it is to take a strategic approach, set the right focus and manage projects efficiently - skills that have stayed with me to this day.

Your current area of work is in strategic recruiting and employer brand management. How did your career lead you there, and which stations were particularly formative?

After graduating from CAMPUS 02, I worked as a project manager in the areas of marketing, sales and corporate communications. Even before my studies at CAMPUS 02, I had worked for many years in a management position in HR management. I observed how the labour market was changing. Topics such as employer branding and recruiting suddenly took on a whole new meaning - and above all, marketing now also played a central role in HR. That's when I realised: this was it - the perfect combination that I had been secretly working towards all this time. I had already mentioned this combination of communication, strategy and HR in my interview at the university - and now it was a reality.

How can marketing and sales strategies be applied to employer branding and recruiting? Can you give examples from your work?

I positioned Energie Steiermark as an employer and developed an employer brand for the company. It was clear from the outset that employer branding only works really well if you think about it just as strategically as classic marketing or sales strategies. All the elements that work in product marketing - from target group analysis and communication strategy to positioning - can also be applied to the employer. You just have to think about them in the right dimensions.

I well remember lectures on market research, consumer behaviour and communication - topics that I constantly encounter in my day-to-day work today. But it's no longer about convincing consumers, it's about getting people excited about a company that is more than just a workplace: a place with values, attitude and future prospects.

How has the shortage of skilled labour affected your work, and what innovative approaches does Energie Steiermark use to attract talent and position itself as a good employer?

In the past, it was often enough to place a job advert - today that is no longer enough. The number of applicants is declining and we have been talking about an employee market for several years now. Energie Steiermark was recognised as the best employer in Styria in 2025. It puts its employees centre stage. If you want to attract talent today, you need to know Who do I want to address? How do I reach this target group? And above all - how do I convince them that Energie Steiermark is the right employer for them?

Especially at a time when applicants often have several offers to choose from and take their time making a decision, it takes more than just facts. It takes attitude, emotion and clear communication. This is exactly where many insights from service marketing can be successfully applied. It is important to remain authentic and offer quality in recruiting and personnel development. So it's not just about attracting new employees - it's also about inspiring, encouraging and retaining those who are already part of the company.

Are there specific trends or developments in the field of Marketing & Sales that students should keep an eye on?

In an increasingly dynamic working world, it is essential to be open to new ideas and to see change not as a threat but as an opportunity. Developments - especially in the digital sector - are happening faster than ever before. Artificial intelligence is a good example: What seemed visionary just a few years ago is now part of everyday working life in many companies. At the same time, new digital opportunities are emerging almost daily that are having a significant impact on marketing activities.

In my view, it's not just about following trends. It's about recognising them early, thinking strategically and integrating them cleverly into your own work. Those who master this are ahead of the game.

How important do you think further education and lifelong learning are in this field?

My clear statement - never stop learning!

What advice would you give to students who are interested in a career in strategic recruiting or employer branding?

To successfully implement employer brand management today, a good gut feeling is not enough - a well-founded marketing strategy is required. Employer branding is an exciting task for marketing experts. It is a pleasure to work with and for people. For students, this is a valuable opportunity to think about marketing in this direction.

Modern recruiting is much more than managing applications or conducting interviews. It is one thing above all: getting to know lots of interesting personalities and getting them excited about a company, in combination with target group work. Communication work. Brand work. And that's exactly what you need professionals for. People who understand how to formulate messages, how to reach personalities and how to build trust - real communication specialists.

A few words with Sabine:

I still have from my time at university...

• ...yellow folders.

Who has inspired you?

• The job picture in which I saw myself in my future.

If I were to study again, I would...

• ...go exactly the same way, perhaps a little earlier.

Mein Studium in 4 Worten…

• founded
• practical
• making you successful
• exactly mine