Sudden staff departures often present companies with a major challenge. Using the right employer brandingStrategy manages to close this gap and become the employer of choice for the right people Candidate to become.

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Finding the right employees is competitive

The ability of a CompanyBeing able to provide oneself with the necessary workers at any time is developing into a factor that is decisive for existence and competition.

Through vacancies and company growth, vacancies are created. If these gaps in the personnel ceilings are not immediately and accurately closed, incoming orders can often not be realized in a timely manner. You may have to do without some sales.

What is the goal of Employer Branding?

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Employer branding is defined as the process of Education, development and positioning of an employer brand. Like that Marketing uses the product brands (product brands) or the corporate brand (company brand) for the targeted control of the product or company image, personnel marketing uses the employer brand to influence the employer image. One Brand combines the characteristics that the target group associates with it. An employer brand is strong when the target group can name the relevant employer characteristics of the company - and vice versa, when the target group recognizes the company based on the employer brand characteristics.

Truthfulness and authenticity count in employer branding: a high turnover rate of new hires would be the unintended consequence if the company does not deliver on what it promises in its branding messages. The basis for employer branding is therefore in the area of ​​emotional employee loyalty. First check whether this identification is given as a basis. If not, you must immediately Measures for increase of employee retention.

What are the fire characteristics

The Objective of an employer brand is to influence the target group in their application decisions. The company wants to be more attractive as a future employer for the target candidates than other companies. As with all brands and all human decisions, the decisive factor is the emotional level.

Therefore, only long-lived, emotionally effective attributes of the employer can be considered as brand characteristics: values, goals and other corporate cultural aspects. The Unique Employer Value Proposition (UEVP) - comparable to the Unique Selling Proposition (USP) for the product brand - provides for an employment-setting individual adjustment against competitors on the labor market.

This is how you convince your boss

An Employer Brand is an instrument of strategic management. Therefore, involve the top decision makers at an early stage. Do you have any convincing work to do? Provide information on the labor market situation and its development:

  1. If in 15 years in Germany instead of currently 42 million employees only 30 million are available - what does this mean for our company?
  2. If only five entries will be made in the future, only two entries will be made - what effect does this have on the probability of realization of the company's strategies and objectives, the planning of sales, costs and income?

How to find the right strategy in 4 levels

To such loss of earnings and the subsequent migration of customers to avoid, more and more company and HR managers are giving the go-ahead for an employer brandingProjects.

A carefully developed, strategically structured and well-positioned employer brand (employer brand) represents a viable path to the goal of becoming the ideal employer for precisely matching target candidates. Four stages should be taken into account:

  1. The analysis phase forms the first stage. Here, you will find the starting points, objectives and framework conditions of the upcoming Employer Branding project.
  2. The strategic cornerstones for the implementation of the company-specific Employer Brand are established during the concept phase.
  3. At the third stage, implementation, activities are being undertaken to implement strategic brand positioning.
  4. It culminates in the 4 stage, the strategic leadership of Employer Brand. You will be able to find solutions for possible problems following the representation of the method.

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