Successful employer branding positions your brand as an attractive employer — good employee branding will naturally follow.
Managing an employer brand well, results in employees speaking positively about their employer to their friends and families or writing positive reviews on job platforms. They become ambassadors of the employer brand.
Benefits for employers
Employer branding helps to make good matches: if it is clear to both sides where the journey is headed, this contributes to more suitable and long-term working relationships
strengthens the image as an employer
creates an authentic corporate personality and makes employer values comprehensible
increases employees' sense of belonging and loyalty
increases potential for small companies to make a name for themselves
increases interest in job applications
clarifies job descriptions and hiring criteria
enables clearer communication during job interviews
makes it easier for both sides to decide whether the candidate and the company are a good match
creates a decision-making basis for coordinated measures - both internally and externally
«Through a clear strategy and the uncovering of opportunities, we have given a boost to the Bangerter employer brand with targeted measures such as employees recruit employees.»
Head of HR and Finance at Bangerter Microtechnik AG
«Since we involved employees of all ages in the rebranding process, we were able to generate enthusiasm among all colleagues from the very first moment. The new brand identity therefore not only has great external impact.»
Partner at Wenger Vieli, Attorneys at Law
«Our career site shows much more information for potential applicants and also provides an authentic and close insight into our everyday life. This is how we manage to convince potential applicants to apply.»
Marketing Manager at Sistag AG
As with brand development, the process of employer branding begins with the definition of the (employer) brand
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Strategy / Employee Value Proposition
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Action plan & priorities
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communication and optimization.
Clearly defined target groups
Employer branding focuses on clear target groups: potential and existing employees. This simplifies processes and communication.
Marketing or HR?
Who does what?
The answer is not either-or, but both-as well. Or to put it another way: Ping Pong. The basis for employer branding is a strategic task that arises jointly from HR and the marketing department. The communicative development takes place as part of the branding. Every HR activity is aligned with the employer branding strategy. In the long term, it must be ensured that corporate culture and strategy remain a ping pong game.