Employer Branding and How You Do It Part Two

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Goals and Target Groups of Employer Branding 

For companies, employer branding is more than just additional advertising on your own behalf. Instead, it is increasingly necessary to win the battle for coveted talent on the job market.  

The best applicants and candidates have clear expectations of their future job. To bring them into your own team and not lose top talent to the competition, you need clear positioning. 

So, it's not just about marketing. Employer branding sharpens the company's profile - both internally and externally. This results in two essential goals and target groups that are equally important for companies and decisive for long-term success: 

#1 Recruiting (target group: talents, applicants) 

Outwardly, communication and campaigns help to show the image of an attractive employer.  

  • What are the advantages of employees?  
  • What distinguishes the company?  
  • What's better than other companies?  

In this way, young professionals and other sought-after specialists are attracted to the labor market. 

#2 Employee Loyalty (target group: employees) 

It would be wrong to limit employer branding to external effects. It doesn't just have to be communicated to the outside world but implemented in everyday work.  

The satisfaction of employees increased, the loyalty rises - this gets around and strengthens its image as a good employer. Other effects motivation and performance in the team increase. 

Final Thoughts 

To introduce employer branding in the company and to use it successfully, you need the right strategy. Otherwise, any measure will fizzle out without the desired effect, and the efforts will fizzle out.  

Time and money are only invested sensibly with a clear plan. High expenditures in the personnel area and social media are not yet proof of a functioning employer branding. 

The most frequent reason is you have no time, no staff, no idea - but most of all: no strategy. Employers really need to differentiate themselves and create added value for employees.  

No one is convinced by empty phrases about an appreciative culture, demanding and promoting development opportunities, or a modern working environment. These factors are essential but should be taken for granted and not the basis for an employer branding strategy. 

Even a recruitment flyer printing, recruiting video or your own Facebook career page is not enough. Standards do not differentiate. But that is precisely what has to be achieved with employer branding to stand out positively from the competition.