The term employer branding describes the strategic approach taken by companies to create a brand that presents it as an attractive employer.
Employer branding serves to create a brand. Employers try to differentiate themselves from other companies in the labour market in order to appear more attractive to potential applicants. The basis is the assumption that qualified prospects are more likely to apply for a position if they associate the name of the user company with positive characteristics.
Employer branding goals
With employer branding, companies are pursuing various goals. In particular, the efficiency of personnel recruitment is to be increased. This is achieved, among other things, by increasing both the number and the quality of applicants. The company becomes more interesting for qualified skilled workers.
This is also an attempt to counteract the shortage of skilled workers and the associated “war for talent”. Employer branding, if done correctly, can also have a positive influence on the loyalty of the recruited employees to the company, as they identify better with their employer.
Before a company can build an employer brand, it must first be aware of its own strengths and weaknesses. Examples include above-average remuneration, an open company and management culture, very good career opportunities, regular further training and a family atmosphere.
However, the most important needs of the desired group of employees should also be part of the employer brand, since these are later to be addressed by the brand.
It is important that employers limit themselves to true aspects and do not present themselves as more positive than they really are. At the latest when an employee joins the company and does not find the values suggested by the brand, the hoped-for effect of employer branding will be reversed.
Employer Branding Measures
As part of employer branding, a sophisticated block of measures is required, which is to be selected according to the intended target group. The following measures, among others, can be used for this purpose as required:
- Social media appearances: video platforms, Twitter, Facebook, Xing – social media channels offer employers good opportunities to address a relatively young target group. However, these media should be used with care, since positive effects can quickly turn into the opposite if the communication is not right.
- Blog: More and more companies are choosing to run employer blogs. Real reports from the company’s apprentices, trainees or interns make such blogs particularly interesting for the target group.
- Career website: Put together all the important information for applicants on a separate career website. Use this to strengthen your employer brand.
- University marketing: Employers can conclude cooperation agreements with schools and universities in order to bring the company closer to pupils and students, to establish contacts with graduates and offer internships, to graduates and trainees.
- Employer competitions: In order to present themselves as a good employer, companies can take part in employer competitions, which can result in a corresponding award.
- Fairs: Companies can participate in recruiting and training fairs and events and organize career days for students.