Employer branding is a strategy for positioning a company as an "employer of choice" both for existing employees - as a retention measure.
In the battle for fresh and established talent in the labor market, employer branding is non-negotiable. There are a variety of recruiting strategies and channels, but employer branding can serve as a foundation and an amplifier for recruiting and the applicant experience. So what should you look for and how can good employer branding be implemented?
Employer branding is a strategy for positioning a company as an "employer of choice" both for existing employees - as a retention measure - and for potential applicants - as a strategy for attracting new employees. Your employer brand describes the way current and potential employees see the company, what they value about it and what it is like to work for the company.
Employer branding has two goals. On the one hand, it is an internal strategy to optimize employee retention and referral rates. On the other hand, it is an external strategy to attract top talent to the company through marketing, additional benefits and the style with which the organization is presented to the outside world.
Employer branding, then, is a marketing strategy used by the HR department to create an attractive brand for potential applicants. Just as companies develop marketing and communication initiatives to attract and retain high-value customers, employer branding communication tools and strategies attract and retain top talent.
Employer branding is much more than a simple marketing strategy. Good employer branding is a competitive advantage for your company in the fight for the best talent in the industry. Simply put, employer branding helps to highlight all the things that make your company stand out and stand out to potential applicants. At the same time, it can also help highlight areas where work needs to be done. It can help expose the weaknesses in the company in terms of attracting and retaining talent. What does employer branding look like in practice?
Employer branding can take many different forms. However, some of the most common examples of employer branding in the workplace are:
The employer branding process consists of five individual steps. These can be customized for each company. It is important to develop and follow a comprehensive plan to establish successful employer branding
The first step should be to think about what the company stands for and what Employer Value Proposition (EVP) differentiates the company from the competition. The following questions can be helpful:
Best practice: It can be helpful to turn the tables and ask yourself first instead: what doesn't make the company stand out? What are things that you don't want to stand for?
Too many companies stop at step one. They create unique EVPs, invest a lot of time in them, and then consider them done. But that's just the beginning of the journey! Because now the EVP must be communicated to the world. To do this, you should take a closer look at the "talent audience" and understand what touch points already exist. A deeper understanding of where this contact can occur should be developed:
The EVP reflects what makes the organization special, but they may need to be tailored to the target audience. This will then be reflected primarily in the communication channels used. Therefore, channels should also be used in which the desired candidates and candidates.
After the corporate brand has been outlined and the communication channels have been determined, it is time to think about marketing and its content. The following considerations are important here:
In this step, employer branding initiatives merge with recruitment initiatives. Since employer branding feeds directly into the hiring process, it now becomes the first point of contact with the company. If a company can convince at this stage, it will have a positive impact. Best practices: The recruitment process is key here. Applicant tracking software is probably necessary to really impress candidates who can also help the company grow in a big way. There are various offerings here that work with licenses or even as a SaaS solution.
If possible, the recruited employees should stay with the company. The positive impression they have gained in the application process should therefore be confirmed in their day-to-day work. This means that companies must constantly work on their employer brand. Employee surveys are a simple and direct way to find out what existing employees like and don't like. Internal communication channels should be used to talk about the benefits that are already offered. Negative feedback should also be addressed internally in order to find solutions together. Positive company benefits do not always have to be financial. A good work-life balance or a hybrid work model are also popular.
A strong employer brand is important to engage and retain the top talent in one's industry. With professional support, it is possible to play on all channels appropriately and develop a comprehensive concept. We are happy to support your company in all areas. Contact us now and we will plan the future success of your company.
+49 231 99774003
Mon-Fri 8am to 6pm CEST
+49 40 52477883
Mon-Fri 8am to 6pm CEST
Do you have a question? Just write us a message. We will get back to you as soon as possible.