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Employer Branding Strategy

What is behind the term employer branding strategy? You are certainly familiar with the saying "The bait must be to the fish's liking, not the angler's". The linchpin of any brand strategy is the target group. When developing your employer branding strategy, we take a close look at your target groups. What are their needs? What is important to them? What don't they like? And what channels can we use to reach them? What image do you want to convey to your target group? With these insights, we develop the required candidate personas (= target group descriptions).

The employer branding strategy includes first taking stock of the status quo of your employer brand and your corporate brand (vision, mission, values). Important components of your employer brand are also benefits and other conditions that you offer to employees. Our work as an employer branding agency results in the positioning of your employer brand in the form of an employer value proposition. Subsequently, we design effective internal and external employer branding measures for you and support you in their implementation. To ensure the long-term success of your employer brand, we rely on precise controlling based on clearly defined KPIs.

As a 360° HR agency, ARTS is able to handle all fields of action resulting from the employer branding strategy process, whether in personnel marketing, recruiting or personnel development.

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How does ARTS create an employer branding strategy?

Brand analysis

Our employer branding experts analyze your corporate brand and the communication tools of your existing employer brand. We conduct competitive analyses and analyze the current situation of your company using, e.g., individually designed employee surveys.

Brand analysis

Strategy development

We analyse your target groups and develop the brand strategy for your employer brand including purpose, values as well as personas. We accompany you in finding your identity as an employer defining your employer brand's uniqueness as Employer Value Proposition (EVP).

Strategy development

Implementation of employer branding and personnel marketing measures

Employer branding measures

Together with you, we design suitable employer branding measures such as career pages and image videos for external communication, but also effective concepts for employee retention or internal communication for a successful internal employer branding strategy.

Employer branding measures


Using clearly defined KPIs, we precisely measure, analyse and evaluate the effectiveness of implemented employer branding measures. We show you valuable optimization potential to ensure the sustainable success of your employer brand.



STEP 1: Analysis of the current situation

Corporate brand, employer brand and competitors

Every company is different, so our development process for an employer branding strategy is always individual. But in any case, our experts thoroughly familiarize themselves with your corporate brand, because it overlaps with your employer brand. We also review all relevant brand information, e.g. values and benefits; we are also happy to review the results of employee satisfaction surveys and look at your most important competitors. If an employer brand already exists, we take it on and check the match between corporate and employer brand.
We use tools such as interviews with relevant stakeholders and online surveys to determine the internal status quo of your employer brand.

Employee surveys

With the right employee survey, our employer branding consultants can help you find out what your team appreciates or criticizes about your employer brand, what your company's culture actually looks like, and what experiences shape the candidate and employee journey. Find out how your colleagues are doing in terms of employee satisfaction!

An employee survey can be part of a strategy process or stand alone as a flash to learn more about how your employer brand is perceived without having to initiate an extensive employer branding process. 



STEP 2: Employer Branding Strategy Development

Target group analysis - applicants and employees

We analyze both your applicant target groups and the employee target group: What are their needs? What is important to them and what don't they like at all? We also investigate which channels are best suited to reach them. Based on these findings, we create detailed target group descriptions, also known as candidate personas. This allows us to convey the desired image of your target group in a targeted manner and develop a successful employer branding strategy.

Positioning workshop and EVP development

In a workshop with the relevant stakeholders of your company, we refine the Employer Value Proposition (EVP) together with you against the background of the as-is analysis. We fix all defined brand information in a brand book.

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STEP 3: Conception and implementation of employer branding measures

Implementation of employer branding and personnel marketing measures

Due to our holistic HR agency approach, we are able to accompany you in the conceptual design as well as in the implementation of internal and external employer branding measures. Our goal is the long-term increase of your applicant numbers, the increase of your employee satisfaction and the significant reduction of fluctuation in your company.

Internal employer branding measures

  • Internal communication concepts (employee newsletter, intranet, social media, etc.)
  • Employee retention concepts (events, competitions, team building, awards, surveys, etc.)
  • Personnel development strategies
  • Management development
  • Coachings
  • Consulting on working time arrangements, work-life balance initiatives and feedback culture

External employer branding measures

  • Career website and landing page
  • Video and photo productions
  • Social media marketing
  • Social media recruiting
  • Participation in recruiting events such as career fairs
  • University and trainee marketing
  • Employee referral programs

More about Employer Branding Measures


STEP 4: Controlling your employer brand

Measure, analyze and evaluate employer branding KPIs

By using clearly defined Key Performance Indicators (KPIs), we can precisely measure, analyze and evaluate the effectiveness of the employer branding measures implemented. With our 360° full service HR agency portfolio, we are able to show you valuable optimization potential to ensure the long-term success of your employer brand in the long term.

Through a thorough evaluation of the data and findings, we can derive targeted measures to continuously improve your employer brand and effectively achieve your goals. Our focus is always on maximizing the effectiveness of your employer branding activities and providing you with a sound basis for decision-making.

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Frequently asked questions on the topic of employer branding strategy


What elements does an employer branding strategy consist of?

From at least four content statements: An employer brand strategy paper contains the information on the target persons in the form of candidate personas, on the employer value proposition (EVP) and information on the corporate and management culture. And ideally also the formulation of the higher meaning (Purpose). 

Can you give me an example of a purpose?

Imagine your company produces intelligent locking systems for private homes. Your purpose could then be "We make your family feel safe and carefree at home". 


What is a Candidate Persona?

The persona model is used in marketing to present targeted groups in a more comprehensible way and ultimately to reach them specifically with the right communication. A Candidate Persona describes a fictitious person who fits a specific job (e.g. IT administrator: in) based on his or her demographic characteristics, education, attitudes and needs.


You would rather ask than read?

Do you still have questions about the employer branding strategy or individual requirements? You are welcome to contact us for a non-binding initial consultation:

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