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By Marco De Micheli (More) • Last updated on October 28.03.2024, XNUMX • First published on 01.03.2017/XNUMX/XNUMX • So far 6752 readers, 3779 social media shares Likes & Reviews (5 / 5) • Read & write comments
Employer branding is in many HR- Agendas first. Unfortunately, it is too often assigned to personnel marketing or the “Recruiting-Communication”Equated. Holistic employer branding Concept includes and wants much more.
like in Marketing Brand maintenance or branding is just one element of many more marketing activities, namely one Brand to maintain, to develop, to provide them with a profile and to communicate optimally, this is similar to employer branding.
The Crux also in Employer Branding is: A brand build-up is planned carefully.
Employer brands should be designed, developed and developed holistically and systematically. This is usually done in the following four steps and phases:
It is always essential that the statements and messages authentic and are covered by reality, otherwise branding will build up fast farcical and even counterproductive. And like any successful brand, the employer brand must reach the heart and brain of its target groups and convince them at the same time.
Even employer brands are not created with high-gloss brochures and grandiose websites, but with lived values, credible communication and the daily realities felt and perceived by employees and the outside world. Outsourcing talks are, incidentally, well suited to uncover weaknesses in your employer branding.
A professionally developed employer branding not only improves the employer image, but also the actual quality of the employer, so that the competitiveness of a company Company as an employer overall and sustained is increased.
Because of this, it unfolds positive Effects not only in the area of personnel recruitment, but affects the Success many areas of the company. Well thought-out and comprehensively designed and communicated employer branding activities take into account and respond to many key issues Ask of applicants, interested parties and employees, from the point of view of the target groups:
Employer branding can only be successful with truthfulness and honesty, since the brand of a company always represents a value proposition which, if not adhered to, is not only regarded as broken but also as counterproductive.
A concrete example: Stand on the Careerwebsite in a video models with superlatives from the EB brochure, this seems implausible. But does this a group of apprentices, maybe with slips of the tongue and a pinch Criticism, act such portraits are authentic and believable.
Incidentally, information from exit interviews is particularly interesting because it comes from employees who are leaving Honestly and they report on what they have learned from practical experience.
It is also important to be aware that internal, existing Employees must be included as well as external ones Candidate and the labor market as a whole. In the case of employee target groups, a differentiation is made according to Age, gender, length of service, management levels that represent the company structure, often useful.
Existing employees are a kind of "brand ambassadors" who, on the one hand, carry the brand to the outside, colleagues and Family tell about the company, but on the other hand, with an employer branding with a positive charisma, also bond more closely to the company feel and identify with the values conveyed by the branding.
Marco De Micheli is the publishing director of the PRAXIUM specialist publishing house in Zurich, which specializes in human resource management, and is a book author. De Micheli previously worked in product management personnel and marketing at various publishers, was head of the new media department at WEKA-Verlag in Zurich for several years and also collected editorial work Experience in the field of HR. His work focuses on practical and implementation-oriented specialist information for HR practitioners and managers. He is also the author of three books on employee interviews and employee motivation. More information at www.praxium.ch All texts by Marco De Micheli.
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