Employer branding is the strategic development of an employer brand with measures that present companies as a whole as attractive employers and set them apart from other competitors in the labour market. Employer branding is aimed at both employees and potential applicants. Due to the hoped-for marketing effect, the efficiency of personnel recruiting and the quality of applicants should be permanently increased.
The primary goal in establishing an employer branding is to create a credible and unmistakable image as an employer both internally and externally. In order for the employer image to be permanently and positively anchored in the minds of the target group, it must be clear and emotionally appealing.
A uniform employer image requires close coordination and cooperation between the management, HR department and the marketing or PR department. All recruitment measures must be coordinated and must not contradict each other. This includes not only the content, images and language style of job advertisements, but also the preparation of career pages on the company website and company presentations at public appearances. In the following, we will show you the first steps towards employer branding.
In your considerations, don't just look at the "hard facts" such as career prospects or an attractive salary level. Also "soft facts" such as working atmosphere and working time models are decision criteria for applicants.
Include your employees in the company analysis, because they know best about the day-to-day work in your company.
In order to narrow down the selection of applicants as much as possible, you should first find out which candidates are suitable for your company.
Checklist for desired candidates:
Examine critically whether your expectations of the applicant are realistic!
Checklist for brand building:
Before you publish the brand statements to the outside world, make them known internally first.
All personnel recruiting measures are based on the employer branding, i.e. the brand definition, the guiding principle and the core statements. They present a uniform and easily recognizable image of your company.