What is an employer brand?
An employer brand is the image of a company as an employer.
It is developed and improved through marketing strategies and corporate measures known as employer branding.
The main objective is to present a positive and authentic image on the job market, to stand out from other employers and to attract new employees.
At the same time, it should help to motivate and retain existing employees by implementing targeted employee retention measures.
A strong employer brand can give your company a significant competitive advantage by making it more attractive to potential applicants and increasing employee satisfaction and retention.
What does employer branding mean?
As already mentioned, employer branding encompasses all corporate strategies and measures to strengthen the attractiveness and image of an employer with the aim of retaining existing employees in the long term and attracting new employees to the labor market.
At the core of employer branding is the communication of the mission statement and corporate values to potential employees, business partners, organizations and the press outside the company.
What is the difference between employer branding and personnel marketing?
Although the terms employer branding and personnel marketing differ in meaning, they are closely linked.
Employer branding forms the basis of personnel marketing and focuses on the strategic aspects of the employer brand, such as target group analysis, the development of strategies and measures for employee recruitment and retention and the design of communication messages.
Personnel marketing, on the other hand, deals with the implementation of these strategies and measures in order to attract employees, based on the findings of employer branding.
What is the aim of employer branding?
The central goal of employer branding is to strengthen the employer brand internally and externally through suitable strategies and measures in order to increase the attractiveness as an employer for retaining employees and recruiting staff.
To achieve this goal, employer branding comprises several tasks:
1st task: Shaping and maintaining the employer profile
The employer brand is at the heart of a company’s attractiveness as an employer.
It must be clearly defined, continuously maintained and further developed through targeted measures in order to become more attractive.
The employer brand is strengthened through a comparison between the current status and the desired target status.
It should be presented positively to employees, potential applicants, business partners, organizations and the external press.
2nd task: Increase awareness as an employer
Small and medium-sized companies often face the challenge that they are not as well known as employers on the job market as large companies such as Google, Apple, VW or Lufthansa.
This makes it more difficult for these companies to recruit staff, especially nationwide.
It is therefore important that small and medium-sized companies also strengthen their presence.
This can be done, for example, by participating in employer fairs, targeted social media strategies and advertising or press work.
Task 3: Developing strategies and measures for recruiting employees
The success of a company depends not only on its product, but also on its employees.
To be successful, companies need to find qualified employees and attract suitable applicants.
An attractive and well-known employer brand can help with this.
Through targeted external communication, relevant values must be conveyed as part of employer branding in order to attract attention and position the employer brand positively through suitable strategies and measures.
The aim of employer branding is to shorten recruitment times and reduce recruitment costs by making the company a highly attractive employer.
Task 4: Develop strategies and measures for employee retention
Retaining employees is more cost-efficient than finding and training new employees.
According to a Deloitte study from 2019 , the average fluctuation costs of a company amount to around €14,900 per position and must also be multiplied by the number of necessary replacements.
It therefore makes sense to take measures to reduce unwanted turnover and the associated costs while retaining employees in the long term.
Employer branding not only aims to attract new staff, but also to retain existing employees through targeted strategies and measures.
An increase in employee satisfaction, increased loyalty and a reduction in employee turnover are key tasks of effective employer branding.
Why is employer branding important for companies?
Companies that do not maintain and strengthen their employer brand will find it difficult to find suitable staff in the future.
The shortage of skilled workers is already noticeable and the competition for qualified employees has already begun.
Companies that do not stand out from the competition and do not position themselves as attractive employers will have difficulties retaining employees and attracting new ones.
The task of employer branding is to shape the employer brand for the future.
What impact does employer branding have on the company?
Strong employer branding has numerous positive effects both internally and externally within a company.
Internally, a strong employer brand promotes greater employee identification, which is reflected in increased motivation and improved morale.
At the same time, it helps to reduce employee turnover, which stabilizes operational processes and reduces the costs and stress of training new employees.
Furthermore, a positive employer brand turns employees into brand ambassadors who represent the company attractively to the outside world.
Externally, good employer branding leads to increased awareness among potential applicants and positions the company as an employer of choice, resulting in an increased number of applications for vacancies and unsolicited applications.
What is all part of employer branding?
Various areas that can have an impact on the employer brand contribute to employer branding.
These include
1. Area: Brand management
Brand management refers to all strategies that serve to position the brand permanently in the job market.
Through market and competition monitoring as well as market research, the brand value should be increased in the long term by arguing and communicating advantages.
In the context of employer branding, brand management means defining unique selling points and employer value propositions (EVP) and communicating them to the outside world.
This strengthens the company’s own employer brand and successfully drives personnel recruitment.
2. Area: Talent Management
Talent management in the area of employer branding refers to the strategic management and development of employees in order to increase the attractiveness of a company as an employer and to attract and retain the best talent.
This is not just about recruitment, but also about the long-term promotion and retention of employees in order to increase their performance and satisfaction.
Talent management in the context of employer branding includes developing employee development programs, creating a positive work environment, fostering a corporate culture that attracts talent and integrating employees into the company’s brand message.
Area 3: Human resources management
Human resources management in the area of employer branding is concerned with the strategic planning and implementation of measures aimed at increasing a company’s attractiveness as an employer and promoting employee loyalty.
This encompasses various aspects, including the development of recruitment strategies, the promotion of a positive corporate culture and the creation of an appealing working environment.
HR management plays a central role as it is directly involved in shaping and maintaining the employer brand and employee experience.
It is responsible for introducing employee development programs, implementing employee retention tools and creating an environment that promotes employee satisfaction and motivation.
Ultimately, effective HR management plays a key role in ensuring that the company is perceived as an attractive employer and that talented employees are retained by the company in the long term.
Area 4: Recruitment
Recruitment in the context of employer branding refers to the targeted marketing of a company as an attractive employer in order to attract and retain qualified applicants in the long term.
This includes a variety of marketing and communication measures aimed at highlighting the company’s values, work culture and career opportunities.
Targeted campaigns in various channels such as social media, job portals, careers fairs and company presentations position the company as an attractive employer and arouse the interest of potential applicants.
An appealing and authentic presentation of the employer brand is crucial to gaining the trust of applicants and building long-term relationships.
Area 5: Personnel marketing
As already explained in the chapter “What distinguishes employer branding from personnel marketing?”, although personnel marketing and employer branding are conceptually distinct, they influence each other.
Employer branding forms the basis of personnel marketing and focuses on the strategic aspect of the employer brand, such as target group analysis, the development of strategies and measures for employee recruitment and retention and the design of communicative messages.
HR marketing, in turn, implements the strategies of employer branding in order to reach and attract new employees in a targeted manner.
If this is not successful, employer branding must develop new strategies and measures so that HR marketing can achieve its goals.
How do you build an employer brand?
Building an employer brand requires a strategic and targeted approach.
Here are some steps companies can take to build a strong employer brand:
Step 1: Analysis
Start with a thorough analysis of your organization, including corporate culture, employee satisfaction, strengths and weaknesses as an employer and the values and expectations of your target group.
Step 2: Defining the employer brand
Based on the analysis, develop your employer brand, including your corporate values, corporate culture and unique selling point as an employer.
Think about what sets your company apart from other employers and what message you want to communicate to the outside world.
Step 3: Addressing your target group
Identify your target group, including potential applicants and current employees, and develop targeted communication strategies to address them.
Consider the needs, expectations and preferences of your target group.
Step 4: Communication
Communicate your employer brand through various channels, including your career website, social media platforms, events, press releases and employee referral programs.
Make sure your message is authentic, consistent and engaging.
Step 5: Employee engagement
Actively engage current employees to increase their satisfaction, recruit them as brand ambassadors and encourage their identification with the company.
Provide opportunities for development, recognition and participation.
Step 6: Measurement and adjustment
Continuously measure the success of your employer branding efforts and adjust your strategies accordingly.
Regularly review the effectiveness of your measures and optimize them to ensure that your employer brand is continuously improved.
Remember:
Building a strong employer brand is an ongoing process that requires consistent alignment with company values, authentic communication and a commitment to a positive work environment.
What are possible measures for employer branding?
There are numerous measures available to strengthen a company’s employer brand.
Here are some examples of possible employer branding measures:
1st measure: Definition of the employer brand
The definition of the employer brand includes the clear presentation of the company values, culture and identity.
It is about communicating the essence of what the company stands for and conveying a consistent image both internally and externally.
This includes defining corporate values, identifying the desired corporate culture and working out the company’s unique identity and positioning as an employer.
A clear definition of the employer brand serves as a guideline for all employer branding measures and helps to strengthen employee loyalty and attract talented employees.
2nd measure: Internal communication
Effective internal communication is crucial for strengthening the employer brand.
This is not just about passing on information, but also about transparent communication and involving employees in decisions and company goals.
Through regular meetings, employee surveys, feedback channels and open lines of communication, employees can feel that their opinions are heard and valued.
This not only contributes to employee satisfaction, but also strengthens trust in the company management and promotes employee commitment and identification with the company.
Open and transparent internal communication is therefore an essential component of a strong employer brand.
3rd measure: External communication
The targeted presentation of the company as an attractive employer to the public plays another decisive role in strengthening the employer brand.
This includes activities such as participation in industry events, the organization of career events, the placement of job advertisements in trade journals or on online job portals as well as a presence on social media platforms such as LinkedIn or Xing.
A professional and appealing presentation of the company profile, corporate culture, working conditions and development opportunities for employees can convince potential applicants of the benefits of a career at the company.
It is also important to be present on review platforms such as Kununu or Glassdoor and present positive experiences from current and former employees in order to strengthen the trust of potential applicants and increase the attractiveness of the company as an employer.
4th measure: Employer branding events
Organizing events is an effective way of making the company known to a wider audience and attracting potential applicants.
Job fairs offer the opportunity to present the company as an attractive employer, establish direct contact with potential candidates and publicize vacancies within the company.
Company presentations make it possible to present the corporate culture, working conditions and development opportunities for employees in detail and to answer questions from interested parties.
Workshops on relevant topics such as career planning, soft skills or specialist knowledge can not only expand participants’ specialist knowledge, but also strengthen the company’s image as a competent and attractive employer.
By actively participating in such events, you can increase your company’s reach, arouse the interest of potential applicants and strengthen your employer brand in the long term.
5th measure: Feedback and improvement
Continuous evaluation of the employer branding measures implemented is crucial in order to assess the success of the strategies and identify possible improvements.
Regular surveys of employees and applicants can provide valuable insights into how the employer brand is perceived and which measures are particularly effective.
The feedback can be used to work specifically on the weak points and adapt the employer branding strategy accordingly.
Possible adjustments can include, for example, the optimization of communication channels, the revision of career pages or the introduction of new benefits and incentives for employees.
Continuous evaluation and adjustment of measures ensures that employer branding always meets the current requirements and expectations of the target groups and is successful in the long term.
Test our survey template for measuring employer attractiveness here >
6th measure: Authentic storytelling
Sharing authentic stories and experiences from everyday life at the company can have a strong impact on potential employees.
By employees sharing their own experiences and successes within the company, the corporate culture comes alive and becomes tangible.
These stories should embody the company’s values, vision and mission and show how these are lived out in everyday working life.
This gives potential applicants an idea of what it is like to be part of the team and helps them to identify better with the corporate culture.
Stories from employees about special projects, team successes or personal developments can be inspiring and arouse interest in working for the company.
Telling such stories can take place on various channels, such as the company website, at recruitment events or on social media platforms.
It creates an emotional connection between potential employees and the company and helps to strengthen the employer brand.
What are examples/best practices for employer branding?
Now that we have discussed possible ideas and measures for employer branding in the previous section, let’s take a look at a few companies that have successfully implemented the concept of employer branding in a creative way.
1. Heineken
The #GoPlaces campaign by Heineken, the Dutch brewery, is an outstanding example of creative employer branding.
This campaign went viral on social media and created a fascinating experience for potential applicants.
Via a special website, applicants were confronted with employee stories and had the opportunity to take part in an interactive job interview hidden behind 12 questions that had to be answered within 3-5 seconds.
2. Techniker Krankenkasse
The German insurance company Techniker Krankenkasse is an outstanding example of successful employer branding.
Through their content and visual language, they present themselves as a modern and attractive employer for potential applicants and external business partners.
Their focus is strongly on social media, where they provide comprehensive information about themselves as an employer through their career portal.
They are also continuously working to improve their workplace culture in order to increase employee satisfaction.
These efforts have also borne fruit, as they were awarded the “Great Place to Work” award as the best health insurance company for employees in 2022.
3. McKinsey
With its “Women Matter” campaign, the US consulting firm McKinsey has placed a focus on recruiting talented women.
Through flexible working hours, the “Women’s Day” as the largest networking event, a special female leadership program and other benefits, McKinsey wants to encourage women to pursue a career with them and increasingly fill management positions with women.
The results of this campaign are impressive, as McKinsey has increased the number of female employees and managers worldwide.
How can I develop an employer brand strategy?
In this article, you have already received a wealth of basic information and examples on the topic of employer branding.
This valuable information now forms the basis for the next step: developing your own strategy to shape and strengthen your employer brand.
It is important to note that there are two main objectives that an employer branding strategy can target.
On the one hand, there are strategies aimed at retaining and motivating existing employees.
On the other hand, there are strategies that focus on recruitment and are designed to appeal to potential applicants.
Depending on your company’s specific needs and goals, you should develop a strategy based on one of these two focuses.
Below I present 7 steps that can help you develop your employer branding strategy:
Step 1: Analyze the situation
Start with a thorough analysis of your company, its culture, values and identity.
Also examine the current perception of your employer brand by employees, applicants and the public.
Step 2: Define target groups
Identify the target groups you want to address, such as potential applicants, current employees and external stakeholders.
Understand their needs, expectations and preferences in relation to the employer brand.
Step 3: Identify unique selling points
Determine what makes your company unique and what advantages it offers as an employer.
These can be special work cultures, development opportunities, benefits or other aspects.
Step 4: Select communication channels
Select the appropriate channels to communicate your employer brand.
These can be career sites, social media platforms, recruiting events, company blogs, employee referral programs and more.
Step 5: Develop messages and content
Develop convincing messages and content that present your employer brand in an authentic and attractive way.
Emphasize your company’s unique selling points and tell stories that convey your culture and values.
Step 6: Implement measures
Implement your employer brand strategy by taking targeted measures to spread your messages and address your target groups.
This can include recruiting events, employee engagement programs, employer branding campaigns, internal training and more.
Step 7: Obtain and optimize feedback
Collect continuous feedback from employees, applicants and other stakeholders to evaluate the effectiveness of your employer brand strategy.
Adjust your strategy accordingly to achieve the desired results and be successful in the long term.
By following these 7 steps and continuously developing your employer brand strategy, you can build a strong employer brand that attracts and retains talented employees and makes them successful in the long term.
Conclusion
If you want to successfully retain and attract employees, you are well advised to maintain and strengthen your employer brand.
A strong employer brand not only attracts talented specialists, but also contributes to the long-term retention of existing employees.
Through targeted measures and strategies, companies can increase their attractiveness as an employer and stand out positively from the competition.
The spectrum for developing a successful employer branding strategy ranges from the clear definition of the employer brand to the regular evaluation of the measures implemented.
It is important to keep an eye on the needs and expectations of both existing employees and potential applicants.
Well thought-out employer branding not only contributes to employee satisfaction and loyalty, but also increases the company’s appeal to potential applicants.
Employees who identify with their employer and share its values are more motivated and committed to their work.
Ultimately, strong employer branding forms the foundation for long-term success in HR management and makes a significant contribution to increasing competitiveness.
Companies that continuously maintain and develop their employer brand are better positioned to attract and retain talented employees in the long term.
I hope that this detailed article has provided you with everything you need to know about employer branding and helped you to better understand the importance of a strong employer branding strategy.
