Employer Branding

Employer branding means positioning and communication of your company as an attractive employer and has the objective of building your employer brand. Thus, these approaches to branding, as they are already implemented in marketing and strategic management, are transferred to employee recruitment. 

By presenting your company as an attractive employer, you demonstrate your active engagement with the requirements of the labor market.  

The question of what your employees can do for your company has now been replaced by the question of what your company can offer employees. This “can offer” is based on the expectations of the current and future generation on the labor market. The employer brand is an issue of future viability. 

With transparency, authenticity and employer branding measures that suit your company, you can gradually build your brand as an employer. By actively shaping and maintaining your employer image, you increase the reach of your brand message and positively awaken the interest of potential candidates for advertised positions.

Before concrete measures are defined, the basics have to be worked out:

1. Define an Employer Value Proposition: What makes your company so special as an employer? Why do employees want to work for you?
2. Developing the Candidate and Employee Persona: This will help you define who your target group is – both in recruiting and in employee retention.
3. Analysis of all communication channels with candidates and employees as well as the evaluation portals and the corporate culture.
4. Developing the Candidate and Employee Experience: This will show you how your target group becomes aware of your company, how you address your target group and what candidates’ and employees’ experiences with your company are like. It also identifies whether your communication is aligned with the wishes and demands of your personas and whether there is a need for development.

Based on this information and development, short- to long-term measures for the complete candidate and employee experience of your company are worked out. These can then be implemented together on the basis of a defined timeline.

Employer branding is no longer about if you do it, but when and how you do it.

1. You present yourself as an attractive employer and thus, in the best case, become an “Employer of Choice” – both for candidates and employees.
2. You can stand out from competitors on the labour market.
3. Suitable candidates feel addressed and are more likely to apply to you: The quality and quantity of applications increases.
4. Through target group-oriented communication as an employer, you also bind the employees in your company and they identify better with their employer.