The Skilled Labor Report of the German Chamber of Industry and Commerce 2021 proves: More than half of the companies surveyed were unable to fill vacancies, at least temporarily. There is a shortage of skilled workers – and simple job advertisements are often no longer sufficient to reach the preferred candidates. This is where employer branding makes its grand entrance. In this article you will learn how to develop a strong, authentic, and attractive employer brand for your company.

Digression: difference between personnel marketing and employer branding

Employer branding and personnel marketing pursue similar goals because both areas are – among other things – about recruiting new employees. However, the employer branding measures are more comprehensive – it is a strategic overall concept that is intended to make the company a more appealing workplace overall. In employer branding, for example, the desired employer image is defined, the external presentation (on the company website, in social media, etc.) is planned, the differentiation from the competition is carried out and the perception of employees is determined.

Personnel marketing, on the other hand, is much more operative: The responsible employees take care of a well-functioning application management, prepare onboardings, plan further training and incentives, create attractive remuneration models and more. Thus, it is more focused and practical than employer branding, which tends to develop an overarching and long-term strategy.

The Employer Value Proposition in Employer Branding

In marketing, the phrase of “Unique Selling Proposition (USP)” is commonly used. It refers to the unique selling point of a product. In short, the USP is the answer to the question: Why should I buy this product and not a competitor’s? This is exactly how the Employer Value Proposition (EVP) works: It shows what makes this company unique and why someone should apply here and stay here permanently.

There are many ways to contribute to the employer value proposition in branding. A particularly attractive remuneration, a welcoming working atmosphere, a well-functioning company health plan – these and other aspects make employer brands appear more attractive. Ideally, this is not a colorful mixture of thrown together ideas, but a concept that supports employer branding by showing the company philosophy, values, ​​and culture of the company.

When it comes to employer branding, many people think about recruiting employees first. That’s not wrong, but it’s not the main point. The strategy of employer branding begins long before the first interested applicants get in touch and ideally ends with long-standing employees speaking positively about their employer. The goals of employer branding are therefore among others

• to develop a consistent, authentic, attractive employer brand
• to position the company as a desirable employer
• to attract new employees
• to retain employees, long-term
• to create a corporate culture in which satisfied employees like to speak positively about the company and thus make the application process easier

It’s certainly not easy to build an employer brand – and it’s also not a quick process. Is it worth investing in employer branding? Here is an overview of some of the benefits that high employer attractiveness can bring:

• More applications
• More suitable candidates
• Improved success with recruitment
• Higher employee retention
• Increased productivity
• Higher employee satisfaction
• Reduced sick leave
• More success for the company long-term

10 important aspects of an appealing workplace

There are many ways to set up an employer branding campaign, but first it is important to know what is appealing to potential employees in the first place. The Randstad Employer Brand Research report from 2021 can help here. Around 160,000 people in almost 6,000 companies and 31 countries were asked what makes an employer attractive to them. The following 10 key factors were identified:

• Job security (67% of respondents)
• Attractive salary and other social benefits (66%)
• Pleasant working environment (63%)
• Financial stability of the company (57%)
• Work-life balance (57%)
• Additional: interesting work content/tasks, career opportunities/opportunities for advancement, possibility of working from home, very good reputation of the company, social responsibility

It is important for successful employer branding that the external image, which creates certain expectations in applicants, matches the internal image that employees get to experience in the company. Otherwise, disillusionment will quickly set in – and this may lead to increased fluctuation. To avoid this, surveys are an important tool, both outside the company and inside the company. The results can then be evaluated and compared so that measures can be developed or adapted accordingly.

Measures Employer Branding: some options

The top employer attractiveness factors highlighted in the Randstad report are business drivers that are not easily influenced by employer branding strategies. The situation is different with factors such as the working environment, work-life balance, career opportunities or home office agreements. In order to strengthen the employer brand in these areas, the following measures are conceivable, for example:

Implementing Employer Branding easily with Humanoo

Do you want to implement employer branding measures, but don’t know where to start? With Humanoo you not only contribute to the physical and mental well-being of your employees in a simple way, you also have easy access to tools with which you can conduct surveys and evaluate measures. More than 3,000 personalized coaching programs are waiting for you and your teams, which you can use excellently as part of workplace health promotion. Learn more about how Humanoo works now!