Corporate Identity in Employer Branding: 4 Fundamentals for Better Employer Branding


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Company In the course of employer branding, you have to come up with a lot today if you want to stand out from the mass of competitors as an employer. What helps: A firmly defined corporate identity. 4 basics.

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Oliver Koch Best of HR – Berufebilder.de® Oliver Koch is managing director of SOLCOM GmbH.

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This is how the corporate identity helps with employer branding

According to the statistics portal statista, 2016 had a number of 3.476.193 Company in Germany. How is it possible to be perceived as self-sufficient with such a crowd and to disassociate - both as a company and as an employer?

The keyword is corporate identity. Because only through an individual corporate identity is there a chance to stand out on the economic and job market, to stand out from others and to be successful.

The 4 Fundamentals of Corporate Identity

The corporate identity, CI for short, is composed of four different aspects:

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  1. The corporate design is the visual appearance of the company, such as the logo, branded stationery or the homepage. It is also about the company building itself, the outer facade, the interior, the decoration, the color selection, etc. The corporate design should be uniform on all media to be seen, so the consumer in the best case, only by the colors or the lettering an association to the company.
  2. Corporate Communication, the internal and external communication of the company. This includes on the one hand the internal newsletter, the alumni network, etc. and on the other hand the press releases, publications of articles, the running of a blog and the like. The company can thus position itself for which standards and values ​​the company stands.
  3. Corporate behavior means the behavior of employees among themselves, between employees and managers, and also between employees and customers. This point also concerns both the internal and the external interaction with each other. Of course, the actions, reactions and behavior should be in line with the corporate communication attitudes.
  4. The final part is taken over by the corporate culture, the corporate culture. At this point, corporate communication and corporate behavior meet and form a large whole. Managers must demonstrate the beliefs that the company represents. This is the only way to build credibility for employees, customers and the general public appearance.

A uniform appearance

The corporate identity helps the company to be less than an economic company and more than a kind of person with character traits and individual characteristics. This creates sympathy with potential customers, applicants and also with regard to the public social impression.

The priority should be that all members of the company are part of the corporate identity in order to create a unified picture of the company's verbal and nonverbal communication. But above all, the corporate culture is an aspect that every day should be lived by all and not just on paper in pretty phrases exists.

Goals that can be achieved with corporate identity

On the one hand, employees must be able to identify with the corporate culture in such a way that they can convincingly represent it on their own, and on the other hand, the company must remain in the memory of customers. A positive memory factor must be created, which can only be achieved through an authentic corporate Identity can be generated.

The goals that can be achieved with a successful corporate identity consist of several points. On the one hand the employee loyalty, which is brought to the company. Through a clear stance on moral values ​​and economic beliefs, employees know what they are about.

Transparency is crucial

The transparency of these values ​​is crucial at this point, because only then (potential) employees can understand and understand the position of the company. Furthermore, public awareness can be directed to the company through corporate identity.

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It is not about the fact that the public interest must be exclusively positive, it is more about being in the minds of the people and, for example, by a catchy advertising melody as a catchy tune with consumers.

Quality and professionalism

As an applicant, you can recognize a true Coprporate Identity in various characteristics. One aspect deals with the professionalism that automatically arises when the company creates a consistent and appropriate layout, appearance and self-image.

In this context, the recognition value is also to be mentioned, because the name recognition of a company arises on the one hand by quality and professionalism and on the other hand by a convincing public media presence, which brings clear recognition features. Finally, it is also recognizable economic success. This results from the listed factors of professionalism, the media presence and the recognition value.

Conclusion: Corporate identity must exist in every area

Finally, it should be made clear that the corporate identity in all its facets and in every area must be consistent and professional for every company.

As a result, successes can be achieved internally and externally, which a company can no longer do without, especially with the increasing competitive pressure and the labor market situation.

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  1. Holger

    To list the 3,4 million entrepreneurs in Germany in connection with “Employer” is a bit off the track.
    Of these, 2,3 are millions of self-employed people who do not even think of taking on any employee.
    And even with companies with 1-2 employees do not necessarily need a corporate identity, or even team-building measures, which results in them all by itself.
    Statements like “must apply in every area” make no sense if there are no areas.
    Just to acquire a new trainee every 10 years is not worth it.

    So the target audience for these ideas is already significantly smaller than 3,5 millions. Rather towards 300.000

    Just yesterday I heard a radio spot, 1000 € change bonus for automotive mechatronics. Maybe that helps better and faster than designing a logo?

    The Coroporate Identity is a good idea and helps, is beyond question. Whether it's the best way to reach your destination is another matter.

    • Simone Janson

      Hello Holger,
      Thank you, I will gladly pass on your reference to the author.

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