Employer seals are booming. They should show qualified specialists where a Application worthwhile and are therefore part of the employer brandingStrategy popular. But the offer is confusing, not all seals keep what they promise.

Employer seal in employer branding: Quality comparison for job seekers and applicants

What are employer seals?

As in other areas, a wide range of quality seals, awards and certifications is thriving on the employer market. They are intended to show job seekers which companies are particularly recommended as employers and at the same time oblige employers to comply with certain quality standards.

Many companies are only too happy to face up to this competition: the quality seals are extremely popular as a means of marketing, keyword employer branding, because the quality of their own employerBrand can be done this way fast and communicate in a memorable way to the outside world. And Candidate get such a guide to the Hand, in order to sort out bad employers in advance.

Different categories of awards

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The individual seals and awards that are available on the employer market can be divided into different categories.

Separating wheat from chaff

But where there is light, there is also shadow: The sheer mass of employer seals does not make it easy for applicants Job Search to separate the wheat from the chaff. Because it seems as if there is hardly a company website that doesn't try to underline the advantages of the respective employer with the help of a corresponding seal. Of course, it is no longer so easy for potential applicants to keep track of things. And many companies themselves do not know which seal is really worthwhile for them.

In addition, I also buy some seals of approval. And these criteria are not always suitable for outsiders clear recognizable. A distinction must be made here: seals that are awarded through a competition, for example, are usually not awarded Costs for the company. This is handled differently for other forms of certification.

For example, the German Institute for Quality Standards and Testing eV (DIQP), which also finances the Top employer award offers, through membership fees, the certification is taken over externally and has to be paid for. With other seals, too, companies have to bear the costs for the certification process themselves - such as with Certification of Germany's best employer by the consulting institute Great Place to Work. It is not uncommon for companies to have to pay to use the logo and name of the seal in question.

8 employer seal and decision criteria at a glance

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Which employer seals and certificates are particularly important and recommendable? We have put together a small overview here, but it does not claim to be complete.

1. Top employer from DIQP

In order to receive the award as a top employer, all employees must do one Company questioned. The certification, based on the model developed by the DIQP, is carried out by the certification company SQC-QualityCert. For example, the actual working conditions, wishes and needs are evaluated needs the employee but also the satisfaction with the employer.

This certification was also awarded the attribute “particularly recommendable” by Label-online.de, an independent consumer portal, which evaluates according to transparent criteria. This top rating has not yet been achieved by any other employer seal.

2. Germany's best employer from Great Place to Work

Great Place to Work is an international research and consulting institute that aims to support companies in around 60 countries in developing their respective corporate and workplace cultures.

Great Place to Work certifies the workplace culture of companies based on anonymous employee surveys and the analysis of personnel measures. In addition, excellent employers are recognized every year for your Performance Internationally, nationally, regionally and industry-specifically recognized as Germany's best employer.

3. Top Employer from Top Employers Institute

In order to receive the Top Employer seal, companies first have to fill out a questionnaire in which the current state of HR work is determined. The information contained in this HR Best practices questionnaires are made, are then evaluated and checked. A comparison is made to determine whether the company complies with the global standard of the Top Employers Institute.

Passes the exam successfully, the company can be happy about the award as "Top Employer". In addition, it receives an extensive information about the information it has provided Feedback through the institute.

4. Excellent employer from TÜV Rheinland

The focus of the “Excellent Employer” seal is on personnel management in a company, which includes corporate culture, ethics and effective personnel marketing. The certification takes place in two stages.

As part of the basic module, an on-site audit is carried out in the company. This checks whether holistic concepts are established and defined Set and values ​​exist and whether the processes for that Implementation of the concepts are implemented. During this audit, the personnel managers are also interviewed and the relevant evidence is checked. Random interviews are also carried out with individual employees.

In addition, there are additional modules in the second stage, which relate to individual, innovative topics from the human resources area, such as active health management or parent-friendliness. This gives companies the opportunity to express themselves in their individual Power to prove.

5. Audit of berufundfamilie

The aim of the "berufundfamilie" audit is to focus an employer's personnel policy on the compatibility of privacy, Family and Job to judge.

In the first step, the Status Quo raised. In addition, the development potential of the company is determined as part of a needs analysis. Subsequently, strategic goals as well as concrete ones Measures Are defined. After that, a target agreement follows.

The audit comprises a total of eight fields of action, namely Guide, Information and Communication, Workplace, Work organization, working hours, benefits in kind and salary components, personnel development and family service.

6. Top Company / Open Company from kununu

If a company is rated at least six times by employees on the kununu platform and is able to achieve at least three out of five points, it is authorized to describe itself as a “Top Company”. The corresponding seal may then be used in e-mail signatures and in the context of job advertisements.

On the other hand, companies may use the term "Open Company" in a publicly effective way if employees post comments about their employer, the company posts its own comments, advertises on Xing or kununu for a fee or operates a company profile.

7. Fair Company from karriere.de

The Fair Company employer seal is particularly interesting for graduates and students. In order to receive this, companies have to fill out a questionnaire, which is then analyzed and evaluated by the Institute for Employment and Employability.

In order to receive the Fair Company seal, the employer must meet numerous criteria. For example, this must include internships for professional Orientation offer for students. In addition, the company must have clearly defined goals and Tasks and can show defined contact persons and supervisors who are already known to the interns on their first day at work. In addition, the employment of the interns must be guaranteed for a reasonable period of time. Adequate payment for the internship is also required.

8. New Work Xing

Xing's New Work seal aims to honor committed employers and to establish a measurability of their quality. The Leipzig Graduate School of Management and NEW WORK SE, the parent company of XING, work closely together to achieve this.

As part of the certification, a questionnaire completed by the company itself and employee feedback, which can be found on kununu, are evaluated. The examination criteria include Esteem, transparency, development opportunities, organization and management behavior.

Once through the University Leipzig the scientific analysis is done and doing a positive rating has been achieved, the NEW WORK employer seal is awarded.

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