Employee branding as marketing strategy

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When companies find it challenging to find competent employees, and the lack of skilled workers is a significant problem, employer branding is becoming increasingly important for companies.

For this reason, we present five tips that will help you to run successful employer branding and give your company the necessary edge over competitors.

1. Employees as brand ambassadors

One method that has proven itself in many cases is to use your employees as communicators. You can integrate this into your company blog, for example, in a section where you can take a look behind the scenes. Through the direct address by your employees, the content automatically gains authenticity and proximity.

Just let your employees tell freely what makes their job and area of ​​responsibility and what they value most about their employer.

2. Develop a meaningful brand story

In addition to the involvement of employees, strengthening one's brand is a crucial point that decides whether an employer is attractive. Anyone who relies on sustainable content marketing and authentic storytelling addresses not only potential customers but also applicants. Job seekers notice whether your company loses itself to the outside in self-presentation and product glorification. Or whether it wants to offer customers practical solutions to real existing problems. Young professionals, in particular, place more excellent value on the meaningfulness and sustainability of their work. If you consider this in your external presentation, you can gain new customers and qualified staff.

3. Focus on social media & review portals

Many companies underestimate the influence of their social media channel on users. Young potential employees, in particular, can find out more about the company on social media sites. Therefore, the minimum should be to maintain your social media accounts regularly, and it is advisable to set up your career page (e.g., on Facebook). In this way, new, direct interaction paths open up. Applicants can use relevant posts to inform themselves and ask questions about open positions, requirements, etc., without any formalities.

4. Employer branding as a holistic concept

A lavishly designed job advertisement, an original employee video, and a great career event - all of that don't makeup employer branding. Employer branding goes far beyond this because you should understand it as a holistic concept. Otherwise, it does not serve to attract and retain employees, nor to improve the corporate culture.

For a comprehensive concept, an intensive analysis of the status quo of your company must first be carried out, and you must determine which goals are to be achieved. What are your strengths and weaknesses? For example, you may already be excellently positioned in the area of career and further training opportunities. However, there is still a lack of implementation of the crucial work-life balance and internal company communication (e.g., via an internal newsletter or regular get-togethers). In this way, you can develop a comprehensive strategy to derive the appropriate measures.

5. Use creative potential.

In the War for Talents, creativity is required to stand out from the competition in the job market. It's no secret that there are creative minds in marketing departments that bring a breath of fresh air to both employer branding and recruiting. For potential applicants, creative ideas could be the icing on the cake. A marketer understands the formulation of catchy vital messages, an individual approach to the target group, and the associated use of all important social channels.