We present 11 ideas on how to develop a strong employer brand and establish it in the long term.
We present 11 ideas on how to develop a strong employer brand and establish it in the long term.
The challenge of employer branding is: How can the right candidates be attracted to the company and how can the identification of employees with their employer be strengthened?
We present 11 ideas on how to develop a strong employer brand and establish it in the long term!
Employer branding is about using marketing measures to present a company as an attractive employer and to differentiate it positively from the competition.
The following applies: Employer branding takes place - whether you want it or not. If you don't actively work on your employer brand, your employer brand will be "missed" by others: be it through reviews on rating portals, mentions in social media or sideswipes from competitors.
If you don't want to give up control, you should take care of your own positioning as an employer. It's about actively influencing the internal and external perception of the company.
Which measures can be used to achieve the greatest impact when it comes to employer branding? We present 11 ideas and tips on how you can get started with your employer branding and give the measures you have already started a boost.
Ideally, building a strong employer brand is a process that starts from the inside and works outwards. This means that what you present to the outside world is based on what is “lived” within your company.
What does this mean for your company?
Make sure that goals and values are tangible and lived in the company. Find out what your employees want and what they expect from you as an employer. Also create incentives for employees and communicate them to strengthen their loyalty to your company.
By communicating what is happening inside to the outside world, you create an authentic external perception.
Use a target group analysis to identify which online and offline channels are relevant and use them consistently. Popular channels are:
Danger: The current Corona circumstances are restricting some channels, so flexibility, creativity and innovation are required. For example, instead of a classic trade fair appearance, a digital trade fair stand could be initiated (temporarily) where candidates can find out more about the company online.
Your employees are your most important influencers!
This is shown, among other things, by a survey conducted by the Technical University of Munich for the Talentry Social Recruiting Study 2016. According to the study, statements made by friends, acquaintances or family members about companies as employers are given a very high level of credibility (almost 77% of respondents) and are predominantly perceived positively.
For recruiting, this means that employees can be specifically deployed as brand ambassadors. This commitment can be actively encouraged and rewarded, for example, through employee referral programs.
Every company has its own special story. Not everyone tells it – and that is often a mistake.
Instead, content is often published that may be informative but does not emotionally engage readers. In contrast, there are stories that are lively, personal and captivating. They touch readers and can inspire them so much that they are immediately shared and passed on.
How can you use the art of storytelling to increase your employer attractiveness?
The possibilities are varied: Tell your candidates who is behind the company name. Make your company come alive and give insights into teams, the culture and what makes the company special. You can, for example, introduce individual employees and talk about their everyday lives.
Social media platforms in particular are ideal for storytelling.
The Employer Value Proposition (EVP) is your company's promise of value. With the EVP, you advertise your talent and answer the question of what makes your company unique, what you stand for and why you are the right employer.
A common problem is that what is important for one target group may be irrelevant for another.
Everyone has different needs and interests. Instead of communicating an EVP to all candidates from the top down, it is advisable to also move on to the Individual Value Proposition (IVP). Find out what appeals to your target group and personalize the interactions with your candidates accordingly.
When you think of social networks in the context of recruiting, you probably think of LinkedIn and Xing. These channels have a clear business focus and are therefore perfect for recruiting staff.
But: Your presence on Instagram, Twitter or Facebook can also have an influence on your employer branding. This depends primarily on your target group. Younger candidates in particular can be found there and have touch points with companies here.
It is important that you do not see social media as just another recruiting channel. The main thing here is to offer users added value. Everything else will follow naturally.
At a career fair, you have the chance to present yourself as a top employer right next to other companies. That's why it's important to be creative and stand out from the competition.
One idea for a strong employer branding campaign at the career fair is to use an attraction - e.g. an interactive game or quiz that suits the company. Tech companies can use VR glasses, for example, to underline their digital mindset. A particularly sustainable company could, for example, use wooden materials in its attraction.
Is press work there to attract new customers? Not only that. It's also a great idea to promote employer branding.
How about, for example, a story about how your company successfully Career changers hired and quickly integrated Such an article in the press primarily arouses the interest of other potential career changers and applicants.
Nowadays, almost every company has a blog on its own website. In addition to this, we recommend publishing a company magazine. This can be published as a PDF for download, but also as a print edition.
You can use it to regularly provide information about current events and products. But job advertisements and pages with entertainment value (e.g. a crossword puzzle) can also find their place here.
In order to reach potential applicants from outside, the magazine should ideally be available to outsiders and not just to the company's own employees.
Speaking of company magazines as a print edition. Despite the increasing digitalization of all areas of life, other print media such as image brochures or flyers have not become obsolete. They can be easily distributed at career fairs and events, for example. With a successful combination of image and text, you can create perfect employer branding materials.
Placing advertisements in target group-specific magazines and newspapers can also be worthwhile. This can of course also be done online in the form of ads.
When you organize an open day, you should always keep in mind that the large audience you are giving a glimpse behind the scenes of your company also includes many potential new employees. So it's not just about presenting your products, but above all about presenting you as a top employer.
Your program should include activities such as company tours, getting to know employees and opportunities to ask questions about careers with you.
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If you want to get started with your employer branding, please keep in mind: Building a strong employer brand takes time and must be pursued continuously over the years. So stay on the ball and feel free to take part Contact Contact us if you need support.
