Bachelor's thesis from 2012 in the field of Business Administration - Marketing, Corporate Communication, CRM, Market Research, Social Media, Grade: 1.5, University of Applied Sciences for Economics & Management Non-Profit GmbH, University Study Center Duisburg, Language: German. Abstract: This thesis describes the channels of Web 2.0 that are currently relevant for personnel marketing due to their reach, user structure, or orientation. The objective is to illustrate the strategic use of these platforms for external personnel marketing. The focus is on positioning as an employer (Employer Branding) and sustainable recruitment of employees (Social Media Recruiting). The content of this thesis is divided into seven chapters. To answer the research question, the central concepts will be addressed in the following chapter.