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Most small and medium-sized companies feel it clearly: the necessary employees are harder to find than ever before! In certain sectors or regions, the shortage of skilled workers has been painfully noticeable for some time, but finding and retaining well-qualified candidates is now a real art. It is not the employer, but the potential employee who holds the scepter. This paradigm shift in the labor market is one of the great changes of our time. Consequently, so-called employer branding, i.e. the development of an attractive employer brand and its marketing to the outside world, is increasingly coming into focus. No matter what size company and what budget it has available: If it wants to secure its own future, it must adapt to the requirements of potential employees with suitable marketing and recruiting strategies.

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