Personnel marketing and employer branding – the differences and correlations
HR marketing encompasses all measures aimed at making a company attractive to potential and existing employees.
It uses traditional marketing strategies to attract and retain talent – for example through targeted recruitment campaigns, job advertisements or social media presence.
HR marketing can respond to acute personnel requirements in the short term or build a strong employer presence in the long term.
Employer branding, on the other hand, is a strategic process for developing and positioning a strong employer brand.
It is about creating an authentic and positive image as an employer that is aligned with the values, culture and identity of the company.
While HR marketing comprises specific measures for approaching applicants, employer branding represents the long-term basis on which these measures are built.
In short: employer branding defines the “why” of an attractive employer, while HR marketing describes the “how” of implementation.
The importance of employer branding
Employer branding is much more than a mere advertising promise.
It is about conveying an authentic image of the company and making the values, visions and corporate culture transparent for potential employees.
A strong employer brand not only helps to attract the right talent, but also to retain and motivate existing employees in the long term.
In HR marketing, employer branding is becoming an important tool for winning the “war for talent”.
In view of demographic changes and the shortage of skilled workers, companies are forced to stand out.
But how do you develop a strong employer brand?
Strategies for successful employer branding
1st method: Authenticity and transparency
An employer brand must be honest and credible.
Potential employees quickly recognize whether the promised values and the actual corporate culture match.
It is not enough to simply advertise with glittering promises; everyday life in the company must reflect the employer branding messages.
2nd method: Targeted communication
Employer branding does not work on its own.
It requires targeted communication through various channels such as social media, career websites, employee referral programs and even direct interaction with applicants.
Transparent insights into everyday working life and the company’s benefits are crucial.
3rd method: Employees as brand ambassadors
One of the best ways to strengthen the employer brand is to actively involve existing employees.
They are the most credible ambassadors of the corporate culture.
Positive testimonials about how employees experience the company can appeal to and convince potential candidates.
4th method: Value orientation and corporate culture
Employer brands that emphasize clear values and an attractive corporate culture not only create a better working environment, but also attract the right employees.
Companies should actively live and communicate values such as diversity, sustainability, innovation and work-life balance.
5th method: Personnel development and career opportunities
The opportunity to develop professionally is an important factor for many potential employees.
Strong employer branding emphasizes not only the existing benefits, but also the prospects and development opportunities within the company.
Employer branding in HR marketing: a long-term perspective
It is important to emphasize that employer branding is not a short-term project. It is a long-term strategy that must be continuously maintained.
Once an employer brand has been established, it must be regularly reviewed, adapted and further developed in order to keep pace with changes in the company and on the job market.
HR marketing also plays a supporting role by actively communicating the employer brand and making it visible on the relevant platforms.
This also includes working closely with the HR department to ensure that all employer branding measures are seamlessly aligned with the recruitment strategies.
Conclusion
Employer branding in the context of HR marketing is an essential component of a company’s success.
A strong employer brand not only helps to attract qualified specialists, but also to retain employees in the long term and strengthen the corporate culture.
Companies that rely on authentic and transparent branding will be more successful on the job market in the long term and will be able to position themselves as the employer of choice.
Well-developed employer branding is therefore a key to securing the future and sustainable growth of a company.
