In recent years, rating portals have become increasingly important for a company’s image – especially as an employer. How employees, former employees and applicants have rated a company as an employer has become an indispensable source of information for potential applicants. The ratings can be submitted anonymously and free of charge and can be accessed worldwide and permanently. Rating portals thus create enormous market transparency and have a considerable influence on whether and how a company is perceived as an attractive employer. The ratings of one’s own company on the various online platforms have a strong signal effect in the environment of potential applicants and customers. Read more
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Digitalization has fundamentally changed the user and purchasing behaviour of customers. And the Corona pandemic has driven these changes even faster. Medium-sized companies are faced with the challenging task of having to rethink, change and adapt sales channels, communication channels and business models in order to retain customers and win new ones. In marketing, there are new challenges that need to be overcome. In sales, there are hurdles that have to be overcome. The problem: in most family businesses, marketing and sales perform their functions separately. But while this separation of departments may have worked in analogue times, it can become a stumbling block in the course of digitalization. The customer journey has changed dramatically and is becoming increasingly complex. Marketing and sales can only be successful in the future if they pull together and pursue a common strategy. This strategy should have its finger on the pulse of time. Or even better: ahead of the times.
What makes an employer a preferred employer? What makes it attractive on the employer market? These and similar questions are currently on the minds of many companies. In view of growing personnel problems, they are looking for tangible solutions. This was also the case for one of our customers. The medium-sized craft business was having increasing difficulties in finding new employees and was facing more and more bottlenecks. That’s why the traditional family business decided to work with us to develop and implement an employer branding concept. The goal: to make the company more visible, more attractive; in short: to make it a preferred employer, an “Employer of Choice”.
Leaving nothing to chance: step by step to a strong employer brand
First of all, we look at where our client stands: How does the company present itself internally and externally? Which social media channels are used and how? How is the recruiting process set up – including job descriptions and portals. With this transparency and the established objectives, THE MAK`ED TEAM develops suitable measures in an individual employer branding concept, which the company can implement to strengthen its own brand and thus position itself convincingly in the competition. No question: Building a successful employer brand is a long and permanent process. But with the right steps, the first visible successes can already be achieved. Since a brand can only ever be as good as the product or service it offers, authenticity, flexibility and the courage to change are important. An employer that is preferred on the labor market is at the cutting edge with its corporate culture, workplace design and benefits for its employees. Especially among millenials and post-millenials, “soft” factors such as professional self-fulfillment, flexible work models or work-life balance play an important role when choosing a job. And this offer is communicated and implemented with an employer branding concept geared to the target group. That’s why a strategically well-positioned employer brand should now be part of a company’s basic equipment.
“Of course, we want to grow. We know our markets and we know which buttons to push” – this is a typical reaction of owners and managers of small and medium-sized companies when it comes to the planned development of their own company. After all, entrepreneurial success up to now has been based precisely on knowledge of the markets and has often been successfully implemented in the niche. But what happens when the company is faced with growth options that hold as many opportunities as risks?
