Employer branding describes the strategic positioning of a company as an employer brand - both internally and externally. The aim is to convey a credible and differentiating image that both strengthens existing employees and appeals to potential applicants. This is not about short-term campaigns, but about a long-term concept that builds on corporate values, culture and goals.
While traditional recruiting targets individual vacancies, a clear employer brand creates the basis for sustainable recruitment - especially in conjunction with data-based methods such as active sourcing or structured recruiting processes such as RPO (Recruitment Process Outsourcing).
Building a strong employer brand begins with a thorough analysis:
These foundations form the basis for an employer branding strategy that is geared towards internal and external stakeholder groups
At the heart of every employer brand is the employer value proposition - the value proposition to existing and potential employees.
A well-defined EVP:
EVP development is not just an act of communication, but is based on sound internal insights - e.g. via employee interviews or feedback systems.
Employer branding begins within the company. Authenticity is created where lived culture and communicative self-image match. Internal measures can include
External employer branding measures are aimed at the applicant target groups. They make a company visible - on channels that are relevant:
These measures are fully effective if they are derived from the EPP and are clearly tailored to the target group.
Feedback is needed so that employer branding is not just an external image. Regular employee surveys provide qualitative and quantitative insights:
The results help to make targeted adjustments and inform strategic decisions. Important here: data protection (GDPR), anonymity and professional evaluation.
Our focus is on holistic human capability management - i.e. the strategic development and use of your employees' individual skills to sustainably increase the company's performance. Employer branding is an integral part of this, but not our main service focus.
What makes us different: We combine recruiting, HR administration and employer branding with a clear goal - to build HR as a real value-adding factor. To this end, we develop individual, practical solutions that not only strengthen the employer brand, but also actively contribute to the innovative strength and cultural development of your company.
Want to find out more about employer branding strategies and specific measures? Then it's worth taking a look at our blog. There, we show you how companies can successfully position their employer brand - with real examples, current trends and clear recommendations. Whether it's internal communication, EVP development or social media recruiting - we give you insights that don't just remain theory, but work in HR practice.
What is employer branding?
Employer branding refers to the strategic development and management of an employer brand. The aim is to position the company internally and externally as an attractive employer - through credible communication, a tangible corporate culture and clear value propositions. The focus is on what makes the company unique for existing and potential employees - and why they should choose it in the long term.
Why is employer branding important?
A strong employer brand makes companies more visible, more relevant and more competitive - especially in the competition for qualified specialists. It improves the quality and quantity of incoming applications, strengthens employee loyalty and reduces staff turnover. Especially in times of skills shortages and changing values in the world of work, employer branding is not a “nice-to-have”, but a strategic necessity.
What does a successful employer branding strategy involve?
A well-founded strategy includes
The strategy is not a static concept, but should be regularly reviewed and further developed.
What is an Employer Value Proposition (EVP)?
The EVP is the central promise that an employer makes to its target group - in other words, the answer to the question: “What will I get if I work here?” It includes values, culture, benefits and development opportunities. A well-formulated EVP is authentic, relevant to the target group and differentiates the company from the competition.
How does employer branding differ from personnel marketing?
Employer branding is strategic and long-term. It creates the basis for an attractive employer image. Personnel marketing is tactical: it implements specific measures, such as job advertisements or campaigns. Ideally, personnel marketing follows the overarching employer branding strategy - and not the other way around.
What are internal employer branding measures?
These are aimed at existing employees and focus on retention, motivation and identification:
These measures often have a stronger impact than external communication - if they are practiced credibly.
What are external employer branding measures?
External measures give potential applicants an insight into the corporate culture:
It is important that these measures fit the EVP - and not just “look good”.
What role do employee surveys play in employer branding?
Employee surveys provide key insights into the perception and credibility of the employer brand. They help to identify gaps between self-image and external image, provide information on strengths and weaknesses and enable targeted corrections. Regular surveys are part of structured employer branding controlling.
What are typical mistakes in employer branding?
Employer branding only has a lasting effect if it is integrated into all HR processes - from recruiting to personnel development.
How long does it take to build an employer brand?
That depends on the initial situation, company size and objectives. The development of a sound strategy including EVP and communication concept usually takes between 2 and 4 months. Implementation is a continuous process that needs to be maintained, reviewed and adjusted if necessary.
What interfaces exist with other HR areas?
Employer branding is not an isolated topic. It works on - and with - other areas:
Employer branding is effective when it is not conceived as a campaign, but as a strategic guideline for all HR measures.
Is employer branding also relevant for smaller companies?
SMEs in particular benefit from a clear profile as an employer. If you don't score points through name recognition, you have to convince with attitude, clarity and authenticity. Employer branding is not a budget issue, but a strategy issue. It is not the size of the measures that is important, but their suitability for the target group.
How can the success of employer branding be measured?
Typical KPIs in employer branding are
These key figures are not an end in themselves, but the basis for the further development of the strategy.
Employer branding is not a project with an end date, but an ongoing process that should be strategically managed and regularly reviewed. The better internal HR processes, recruiting strategies and external communication are interlinked, the stronger the impact of the employer brand - both internally and externally. Through long-term integration into the HR strategy, employer branding becomes a structural success factor - not only for employee recruitment, but also for employee retention.
If you would like a better integration of your HR processes, recruiting measures and your employer branding measures, please contact us at any time.
