Werden Sie ein attraktiver Arbeitgeber mit Employer Branding

Become an attractive employer through employer branding.

|Tom Schweitzer
Employer branding is a strategy for attracting and retaining employees. Companies present themselves as attractive employers to woo potential talent and keep existing employees. Learn what makes a company desirable and how to polish your employer brand.

What makes you an attractive employer?

Particularly due to the skills shortage in the labor market, companies increasingly need to address efficient recruiting strategies. If companies focus on developing or expanding their employer brand, they must highlight their strengths and ask themselves questions such as:
  • Why should a potential employee be interested in our company in particular?
  • What can we offer our skilled workers to ensure they stay with our company long-term?
  • How do we differentiate ourselves from our competitors?
  • Which platforms can we use to reach potential applicants?
Answers to this question can be found, for example, in a recent "Top Job" study by the Institute for Leadership and Human Resource Management at the University of St. Gallen, which addresses the question of what makes employers attractive to employees. While a good work-life balance and a culture of trust within the company are particularly important to men, women desire results-oriented and inspiring leadership. The study shows that the expectations of Generation X largely coincide with those of men, while those of Generation Y are similar to those of women. Further findings of the study indicate that desirable employers include clear career prospects, self-determined work, and effective teamwork. employerbranding_2

Convey your uniqueness

If a company can attract talent with special benefits, these must be communicated to applicants. The "ROI of an Employer Brand" study by the career platform LinkedIn reveals the most effective ways to do this. Sixty percent of study participants get their information from industry experts, 46 percent follow recommendations from friends, and 42 percent form their opinion about a company through media reports. Although less than ten percent of companies use their social media presence as a guide, study leader Chris Brown recommends using it to strengthen the employer brand. If a company succeeds in showcasing its unique culture and offering a glimpse behind the scenes, channels like Twitter and Facebook can provide potential employees with a transparent impression.

Employer branding pays off

A location has a significant impact on an employer's attractiveness. A city's image and location can be a decisive factor – a young university graduate will evaluate a location differently than a 50-year-old family man. Companies facing location disadvantages can compensate for these through employer branding. If a company has a good reputation and can communicate its unique advantages externally, it provides compelling reasons for job seekers to relocate even to the most remote parts of the Black Forest. The "Top Job" study also highlights the economic benefits of employer branding: Attractive companies experience lower employee turnover rates, a 16 percent increase in company performance, and a 12 percent increase in customer satisfaction. This demonstrates that building and maintaining a positive image pays off for companies in the long run.