The real estate industry is facing a digital transformation. ESG reporting requirements, climate targets and demanding tenants require, among other things, data analysis for building construction and operations. Decisions will increasingly be data\u2011driven in the future: AI helps with investment decisions, as it can analyse lease agreements and building quality in a short time. This requires IT specialists such as AI experts, data scientists and programmers.
Matthias H\u00f6ppner, Managing Director at RecToCon, has been working as an executive recruiter in the real estate industry for many years. He observes that the industry lacks a \u201ccoolness factor\u201d and is not visible enough\u2014especially among professionals in IT and software development. \u201cMany candidates also know little about the upcoming digital challenges in the real estate sector. Yet working in real estate is closely linked to meaningful impact: if an expert helps reduce fossil\u2011fuel consumption in existing buildings and lowers tenants\u2019 utility costs, this should motivate many talents and contribute to their job satisfaction. The associated change management that must be initiated within companies can also be an interesting task for many employees,\u201d says H\u00f6ppner. <\/p>\n\n
Marko Broschinski, Head of Sales at INTREAL Solutions, adds: \u201cThe opportunities for shaping and influencing things that employees with a digital focus have in our industry are underestimated. Yet a wide range of skills are in long\u2011term demand in the sector, such as software development, data analysis, interface management and, increasingly, tasks in the area of cyber security.\u201d<\/p>\n\n
To draw attention to themselves and attract new talent, the industry is taking various approaches. In addition to trade fairs and university graduate conferences, recruiting via social media platforms plays a major role. \u201cDepending on the age group, you should choose the right channel for addressing candidates. This makes filling positions complex, even for us as a highly networked PropTech company offering an AI\u2011based cloud solution for the digital optimisation of building operations,\u201d says Felix Dorner, CFO of aedifion. <\/p>\n\n
The industry is looking for both university graduates and experts with 20 years of professional experience. \u201cYou increasingly find job starters on Instagram, sometimes even on TikTok. Those already employed are reached more through LinkedIn. Our company has had good experiences with partnerships with regional universities. We offer thesis projects, provide attractive jobs for working students, and regularly attend various university events,\u201d Dorner adds. <\/p>\n\n
Broschinski has had good experiences with employee referrals: \u201cEmployees with whom our staff have already worked in previous jobs already know what to expect through existing exchanges. At the same time, our employees, as former colleagues, also know what they are capable of. That is a very good starting point,\u201d says Broschinski.<\/p>\n\n
All three experts agree that it is difficult to find applicants who have both the necessary IT expertise and an understanding of real estate. H\u00f6ppner explains: \u201cIn the real estate industry, people tend to think in terms of properties, whereas in the tech environment, they think in terms of data flows.\u201d
Many real estate companies still need to integrate digital transformation more actively into their business model, says PropTech representative Dorner. \u201cIf leaders do not stand behind the necessary innovations and adjustments, digital transformation will stall.\u201d <\/p>\n\n
It is also important to adapt not only processes but the corporate culture. \u201cThere\u2019s no use having beautifully worded mission statements on paper if they are not actually lived,\u201d says Broschinski. \u201cAnd promises made during the recruitment process must also be kept,\u201d H\u00f6ppner notes from his consulting practice. Otherwise, in cases of such discrepancies, the new employee is likely to leave again very quickly. <\/p>\n\n