Why is employer branding important at all?
In times of a shortage of skilled workers and the “war for talent”, attention can be drawn to potential and current employees by using your Company position as an attractive employer. The clearer you are aware of the strengths of your company and the needs of your target group, the clearer and more distinctive, conversely, in this target group, a picture of your company as an attractive employer.
This branding gives orientation to both your current and potential employees, strengthens trust, and enhances identification with your organization. The consequences are an improved image, increased applicant numbers and an intensified employee retention. This method provides you with tools for the design and management of your employer branding and for increasing employer tractability. It is particularly suitable for management, top management, personnel managers and human resource managers.
Successful Employer Branding: The beginning is the analysis
At the beginning of your employer branding is the analysis of your status quo: You have to find out where your company stands to develop your employer brand. This step is necessary in order to derive the concrete brand attributes and the employers' promise.
It is only at the end of the process that you will be taught how to communicate the employer brand and which instruments you use to anchor it in the company. And finally, the end is how you measure the success of your employer branding activities. Finally, you will learn how to deal with possible fall knits. All the necessary steps at a glance:
- analyze the situation
- the employer's promise
- the employer brand
- the employer fire instrumentally implement
- the branding activities
Analyze your status quo
However, we have noticed over the course of time that employer branding is already frequent at the first point, the analysis failed. This is extremely important, because by successful employer branding, you differentiate yourself as an employer from your competitors and become the preferred starting point for your target group. But you can do this only if you know exactly where you stand.
The analysis of the situation forms the basis of employer branding. It analyzes the framework conditions that have an influence on the design of employer attractiveness. From this analysis, you will find clues as to how you should position your employer brand. In order to be perceived as an attractive employer, it is necessary to analyze the employee target group in order to be able to adapt to their needs, expectations and preferences.
To analyze the situation in 6 steps
By analyzing your company, you will find out which strengths you can put into the balance and which deficits are still to be balanced. This is the only way to derive the right further steps and measures.
You should first analyze the internal business environment. Gain insight into the following aspects by analyzing business and social reports as well as through interviews or workshops and keep your results in writing:
- Key figures: Keep in mind the general weather situation of your company and determine the classic financial and business data. What does the shareholder structure look like? How is the current economic situation? How to describe market share and market position? How have employee numbers and qualifications developed in the past? What is the history of your company?
- Corporate vision, goals and strategy: Analyze the company's future image by looking at the direction in which the company is to be developed and the specific strategies to achieve its objectives. What is the purpose of the company? Where do we want to be in ten years? What do we want to stand for? What specific goals can be used to describe this condition? What are the strategies for achieving the goals?
- Corporate culture: Get a picture of the basic values and models in your company. Are common models and values on the basis of which the employees align their actions? What are the characteristics of these models? Are they known in the company? How clear are they defined and communicated? What are the principles of business policy?
- Range: Identify which products and services you offer to your customers. What products are they? What kind are they? How complex is the manufacturing process? How popular or innovative are the products?
- Organization structure: Examine which structures and processes prevail in your company. What does the organizational structure look like? How many hierarchical levels exist? Which processes are defined? How are responsibilities and powers distributed? How should the degree of formalization be assessed? Which ways is communicated in the company?
- Company external environment: As employer attitudes are also influenced by external factors, you will then follow the analysis of the company-oriented environment. You can find information about this from the daily and economic media as well as from trend studies and development forecasts.
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