build up a strong employer brand
How do you recruit talented people? Do you still rely on your good reputation or are you specifically working to draw as much positive attention as possible to your company through employer branding? In today’s business world this entrepreneurial measure is becoming increasingly crucial – also in Switzerland, one of the most important economic countries in Europe.
Sustainable employer branding increases the effectiveness of recruiting, influences the quality of incoming applications and promotes the emotional attachment of employees to the company. But what’s the best place to start? Which employer branding measures are effective, sustainable and cost-effective? We support you in attracting your ideal candidates with a strong employer brand.
What is employer branding?
By definition, employer branding refers to the targeted development and strengthening of a company’s employer brand. The aim is to increase the company’s image and reputation as an attractive employer and thus positively influence the perception of potential employees. The aim of employer branding is to acquire, engage and motivate qualified specialists and to establish the company as a first-class employer on the job market over the long term. Employer branding includes various measures such as targeted communication, employer branding campaigns or the design of an exciting working environment.
Employer branding and personnel marketing are often used interchangeably. However, even if these areas are closely linked they must be clearly separated. For example, the focus of employer branding is on strategy, while personnel marketing is operationally orientated.
Finding and retaining employees ‒ external vs. internal employer branding
Are you focussing on employee recruitment? But what about your employees and yourpersonnel development? How do you keep their motivation high and manage to retain qualified employees in your company in the long term? With employer branding, you serve both aspects – through so-called external and internal employer branding.
While external employer branding aims to strengthen the image and reputation of your company as an attractive employer and thus attract skilled workers, internal employer branding focuses on your existing employees and their satisfaction in the company. You can achieve both with various measures including employer branding campaigns, targeted communication via social media channels and an attractive website. A targeted employer branding concept helps you to strengthen your employer positioning in the long term.
EVP as the basis of your employer branding
Your employer branding strategy can only be successful if it is based on a strong and unique Employer Value Proposition (EVP). This is the employer value proposition you give to your employees. Show what makes your company unique as an employer and what benefits you offer your employees. A strong EVP can help you capture the interest of potential employees and increase retention and motivation from employees who are already working for you.
Answer the following question to define your EVP:
→ What distinguishes you as an employer?
→ What do you stand for and what do you want to stand for in the future?
→ How can you retain existing employees?
→ Why should applicants choose your company?
→ What makes your company attractive to the target group?
→ What channels do you use to reach your target group and how?
→ What is your big advantage over your competitors?
Your employer branding strategy – the right measures for your employer brand
Employer branding doesn’t happen overnight. A well-thought-out strategy that conveys your company’s values externally, but also internally, lays the foundation for employer branding. Don’t forget to involve your employees in the design of the employer brand, as on the one hand they correspond exactly to the target group and, on the other hand, they can act as brand ambassadors. The strategies and, above all, the measures for sustainable employer branding are very individual and depend on your target group, your industry, but also on your attitude.
Be sure to be authentic and credible, highlight your company’s strengths and advantages and communicate them in a personal and engaging way.
From employer branding to satisfied employees
With employer branding you set the starting signal for your future employees’ applications. As part of the recruiting process, it now comes down to delivering what you promised. Are you a modern company where people meet on an equal footing? Then show this to your applicants in the interview, during salary negotiations and, above all, during onboarding. Even after that employer branding doesn’t stop, and employee retention comes into focus. After all, satisfied employees are happy and productive. Through an open corporate culture, transparent communication, space for your own development as well as agile working and team events, offer enough incentives to want to work in your company and see a perspective for your own career. And remember: The best ambassadors for your own employer brand are still your own employees.
You might also be interested in:
You have advertised many positions, your personnel marketing runs through several channels, but you hardly get any applications? Find the weak points of your recruiting process.
With us you will find the right executive
The shortage of skilled workers is causing you headaches? We will find the right executive for your industry and your requirements.
Use campus recruiting to find young and highly qualified specialists who are a good fit for you. Reach your employees of tomorrow with a clever strategy.