Employer branding & the perfect employer brand: that's what applicants really want!

It is becoming increasingly difficult to secure motivated specialists. Everyone Candidate The question arises:”Why should I just go for this Company work?" And how does the answer fall? HR to the question? - With an “Um…”, a “Well ..” or phrases like “We focus on people”, an employer cannot score anymore these days.

The main thing is a claim?

More and more HR managers are therefore using one in personnel advertising Method, which they copied from their colleagues in the marketing department: A claim is needed! Really?

With such a claim - so the assumption - everything is much easier. A claim summarizes the core statements of the company about its services, principles and values ​​as an employer in a few words, makes it unmistakable and increases the recognition value in personnel marketing. That's the theory.

Advertising with Stock Photos

The books on the subject (advertising)

To the claim then a photo, usually a bought Stock Photo, built into the job advertisement, about as a unique, unmistakable motif as the smiling lady or the dynamic gentlemen who hold up the reader's thumb upwards.

One apparently believes that the advertising effect is already great and the applicants feel - so the wish - an unbelievably strong urge to get involved with such an outstanding one Company zu apply.

The claim to the employer brand - ideal and reality

Now back to the claim. An employer's benefit argument is complex and therefore difficult to get to the point, i.e. to force it into a slogan. In addition, differentiating or even unique selling points have to be worked out in personnel marketing for sure even more difficult than with products and services.

In practice, we then experience what also for Jobs The following applies: If you make the effort to develop a claim at all, many are the same or even completely identical. For example, dozens of employers use the claim or rather the phrase "Career with Future".

All future - or what?

Discounts for your success (advertising)!

For example, the Bundeswehr, the precision tool manufacturer Leitz, kfzdienst24.de, TCG UNITECH, ROFA-Lehmer, the Tyrol Chamber of Commerce, TARGO BANK, the forwarding agent FWNEUKIRCH believe that they can position themselves excellently with “careers with a future” and communicate clearly to potential applicants. what she expects.

The software manufacturer SAP also looks to the future: "Your future starts now." - when does the future start otherwise, one would like to ask.

The perfect claim brings the EPP to the point

There is another way. A good claim sums up the Employer Value Proposition (EPP) in a few words, such as

• “Passion wanted. We are looking for people with passion! ” - McKinsey Germany
• "Career is a straight line" - Aldi Süd
• “People Power Partnership” - HARTING technology group
• "TO BUILD BEAUTY, WE NEED TALENT" - L'Oréal
• "No Ranks, No Titles" - Gore
• “BE YOUR OWN CAPTAIN” - European inland navigation
• "Are you auto-motivated?" - Continental

The list is of course only a small appetizer. Which claims do you speak to? Which extraordinary employer slogan should serve as an example?

The race for the best talents

But companies must not stop at the claim: At EVERY job interview this question comes up: “Why should I work for this company?” Certainly.

The question does not necessarily have to be asked by the applicant, but it does have to be answered at the end of the interview, actually before the application.

Strengths and weaknesses belong to an authentic employer brand

Knowing where to own Power lie and what makes a company attractive from the employee's point of view is the basis for building an authentic employer brand.

However, only a few companies are investigating the matter and are not able to operate professional personnel marketing alone. For active companies, this offers an incredible opportunity to win the race for the best talent.

Over half of employers do not care about the employer brand!

83% of companies have recognized that employer branding Measures are already important today and will continue to increase in the future, the StepStone “Employer Branding Report” identified back in 2011. It is astonishing that despite all this, more than half of the companies have NO resources, i.e. neither time nor Money, provide for building an employer brand.

StepStone's research also reveals that a sad 14% of employees would have no hesitation in recommending their employer - while 94% of employers firmly believe their Employees recommend them as employers. There is obviously a significant loss of reality here.

Employer: Say loud and clear what you stand for!

Applicants are advised to ask the potential employer what their strengths are and why they should work there.

Employers are encouraged to develop their Employer Value Proposition (EVP) based on their company values ​​and loud and clear to communicate what they stand for as an employer and what they have to offer.

Top books on the subject

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