Companies must invest in employer branding.


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More and more students want to work in public service, less and less in the private sector. Go that Company gradually the executives off?

Companies need to invest in employer branding: Are the executives going out? leadership

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Here writes for you: Stefan Lake was 2011 Country Manager Germany for the employer branding consulting firm Universum from February 2017 until March. Profile

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One third rejects private sector

Overview

In the Universum Student Survey 2014 among more than 30.000 students in Germany, 15 percent of respondents said they preferred their first job in the public sector - compared to 7 percent in the previous year.

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According to other surveys, such as the EY student study 2014, two out of three students see public service as a particularly promising industry. Nearly a third of respondents reject the private sector as a whole for their future career path.

Refuge at fatherland?

Overview

Is this generation seeking refuge in "Father State"? And what does that mean for the Company? Do you have to worry about the executives going out?

It is clear that the labor market is changing fundamentally. In many areas, it is now the case that employees do not apply to employers, but vice versa.

Work-life balance as the first goal?

Overview

In addition, the reconciliation of private life and work is by far the most important career goal for "Generation Y". This generation is much more self-confident and demanding on future employers than previous generations. With good wages and status, the young people are no longer abzuspeisen.

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However, a closer look at the results of our surveys shows that around a third of those surveyed are aiming for the career goal of becoming a senior executive. Generation Y is not just looking for a work-life balance. She is also ready to take responsibility.

From hunters and idealists

Overview

In order to be able to better understand the wishes and expectations of the students, Universum has assigned a total of seven career profiles to the survey participants: Leaders, Careerists, Entrepreneurs, Hunter, Harmonies Seekers, Idealists and Internationalists.

The assignment is based on the answers that students give when asked about the criteria that are particularly important to them in assessing the attractiveness of an employer.

What makes Leader?

Overview

If we were to run out of executives, this would have to be demonstrated by the survey data for respondents categorized as "leaders".

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Leaders are ready to take responsibility and seek positions in which they can evolve and ultimately demonstrate their leadership qualities. The proportion of "leaders" in the surveys should therefore be relatively low, should the thesis of the senior executives vote.

Differences depending on the degree

Overview

The opposite is the case: in Germany, around one in four students from business-related departments today has the profile of a "leader". It is the most common career profile. However, the proportion of leaders is not the same in every discipline:

While 31 percent of the economists are counted among the leaders, this is only 23 percent of the engineers to be approached, and only 20 percent of the young IT experts. Leadership among the natural scientists is particularly rare: only 19 percent of them can be assigned to this profile.

Wishes and ideas of the target group

Overview

So the managers do not go out of our way. However, it is becoming more and more important for employers to get to know the aspirations and wishes of their target groups, and specifically to address those who have exactly the personality profiles that best fit the tasks in the company.

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  1. Anton

    also depends on the company ...

    • Simone Janson

      Of course, it always depends on the individual case - some make better employer branding than others.

  2. Marcus K. Reif

    RT @MHM_HR: More and more want to go to public service. Are the executives us? @SimoneJanson

  3. MHM HR

    More and more want to go to public service. Are the executives us? @SimoneJanson

  4. Arwed Röhrdanz

    Thank you dear Simone Janson for this ball template. Collective leave with the employer and colleagues could surely satisfy this longing for an all-important feature in the private sector, but do the leaders of tomorrow want that at all? In leisure time, regular working hours and planning of leisure time are becoming increasingly important. The public service celebrates exactly this, so to speak, as the highest good. And yes, creative minds will always exist and this species is seldom found in the public service. Should we seriously ask ourselves the question: Where is the ship of the managers heading?

    • Simone Janson

      In short, I interviewed an executive at Google last year, a company where employees live, so to speak. And she says she deliberately does not spend her free time with colleagues.

      • Harriet Lemcke

        I can understand that well. Otherwise, the employees of Google would probably have the impression that they would live in a 24-hour flat share. The workplaces are already quite comfortable - open culture, lava lamps, self-service refrigerators, etc. This already has a community ambience and the tone is also chubby. Leisure time spent together would probably be too much for the good.

        • Simone Janson

          Well, many do it. But this lady also did not specifically spend the lunch break with colleagues, went out to make sports out instead of the company swimming pool and around 4 or 5 home.

  5. Harriet Lemcke

    Above all, however, companies must first of all develop the awareness that a strong employer brand with a corresponding approach ensures that not just the bottom line but the right candidates are applied. Those who fit into the company culture transported via employer branding. In addition to consciousness, it also presupposes a new structural thinking. HR is rarely able to use or evaluate this (company) communication on employer branding.

    • Harriet Lemcke

      Hello Mrs. Janson - well, then I follow your suggestion but once and publish my comment on the blog. I also read and agreed with Mr Ohlmeier's contribution when he wrote: "In addition, the job advertisement is also a general communication tool for external company communications, which has an influence on the corporate brand and the image."

      Exactly this awareness is often not structurally existent, since the personnel department has always had the task of placing job advertisements in consultation with the specialist departments. If there is no corporate communications officer due to the size of the company (not a mere press office), then companies are well advised to seek external support.

      Several factors are relevant for a job advertisement that is suitable in more than one respect: relevant, the corporate culture, the "brand core", the tonality, the knowledge of how and where the desired candidates (target group) inform and communicate and how they attract attention without endangering your own image.

      Ultimately, employer branding is craft - namely branding and PR for a specific employer brand.

      The new study by Prof. Rolke from the University of Applied Sciences Mainz "Excellence in Corporate Communication 2014" - his conclusion: a close cooperation between PR and HR (plus other "step-siblings") is for the benefit of the company, but unfortunately none established practice. Integrated communication instead of thinking and departmentalism. Here is the article: http://www.pressesprecher.com/nachrichten/fuer-die-pr-elite-zaehlt-thas-interne-netzwerk

      • Simone Janson

        Thanks for the very interesting hints and the study, which unfortunately I had to raussuchen again. Can be good, that I enter in a later post again.

  6. Karriereexperten.com

    RT @LVQ_Education: Will Generation Y not lead? @SimoneJanson sees a need for action in the employer's branding http: //t.co...

  7. Astrid Overbeck

    Fewer and fewer young people in the company?

  8. HR Manager

    RT @eva_zils: RT @SimoneJanson: Companies Need to Invest in Employer Branding: Are We Running Out of Executives? - - Exciting contributionEmiS0 ...

  9. LVQ.de

    Will Generation Y not lead? @SimoneJanson sees the need for action in employer branding

  10. Eva Zil

    RT @SimoneJanson: Companies Need to Invest in Employer Branding: Are We Running Out of Executives? -

  11. Frederic Jordan

    RT @jobcollege: Companies have to invest in employer branding: Are the executives going out ?: Always ... # B ...

  12. Frederic Jordan

    RT @jobcollege: Companies have to invest in employer branding: Are the executives going out ?: Always ... # B ...

  13. Dr. Nico Rose

    RT @jobcollege: Companies have to invest in employer branding: Are the executives going out ?: Always ... # B ...

  14. Competencepartner

    Companies need to invest in employer branding: Are the executives going out ?: Always ... #Preparation #Education

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