Employer Branding - 6 steps to the perfect employer brand: what really matters in practice

Work better, information as desired! We give you the information you really need and are committed to a better and more ecological working environment. When Book Publisher Best of HR – Berufebilder.de® with Unique Book Concept and eCourses we offer over 20 years of experience in Corporate Publishing - with Clients like Samsung, Otto, Governmental Institutions. Publisher Simone Janson also heads the Institute Berufebilder Yourweb, which awards scholarships, for example, and belongs one of the top 10 female German bloggers, referenced in ARD, ZEIT, WELT, Wikipedia .
Copyright:  Artwork created as part of a free collaboration with Shutterstock. ,

Employer branding is top of many HR agendas. Unfortunately, it is too often equated with personnel marketing or “recruiting communication”. Holistic employer branding Concept ABC School Joke Oud includes and wants much more. Best of HR – Berufebilder.de®

Here writes for you:


Marco De Micheli photo-500x500-pixelMarco De Micheli is Publishing Director of the PRAXIUM Fachverlag in Zurich and book author specialized in Human Resource Management.


From the author:





Carefully plan the branding

Just as in branding, branding is only one element of much more marketing activities, namely to maintain a brand, to develop it with a profile and communicate optimally, this is similar in the case of employer branding.

The Crux also in Employer Branding is: A brand build-up is planned carefully.

The six steps to the perfect employer brand

Employer brands should be designed, developed and developed holistically and systematically. This is usually done in the following four steps and phases:

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

  1. Firstly, an objective is formulated as to the importance of employer branding for whom and what is the use of it and which are the core statements, followed by an inventory.
  2. HR managers define a profile of the company, which makes its strengths, peculiarities and uniqueness as an employer and makes the brand appear interesting.
  3. From this, a so-called employer value proposition is formulated. She says who's why in this Company wants to work and what makes it appealing to different target groups, in the first place job applicants.
  4. In the next step, the existing image and the lived reality will be analyzed internally and externally. The inclusion of employees is particularly important. Externally, feedback is provided by candidates, employer portals and social media.
  5. This is followed by a communication and action plan that puts the profile into words, with the strengths and concrete messages, the media and communication media and target groups addressed.
  6. Then a budget is created, which determines individual steps and responsibilities and the success control of the individual steps.

Employer brands do not come with glossy brochures

It is always important that the statements and messages are authentic and covered by the reality, otherwise a branding build-up quickly becomes a farce and even counterproductive. And like every successful brand, the employer brand must simultaneously reach the heart and brain of its target groups and convince them.

Even employer brands are not created with high-gloss brochures and grandiose websites, but with lived values, credible communication and the daily realities felt and perceived by employees and the outside world. Outsourcing talks are, incidentally, well suited to uncover weaknesses in your employer branding.

What does an employer branding say?

Professionally developed employer branding not only improves the employer image, but also the de facto employer quality, so that the overall competitiveness of a company as an employer is sustainably increased.

For this reason it has positive effects not only in the area of ​​personnel recruitment, but also affects the success of many business areas. Well-thought-out and comprehensively developed and communicated employer branding activities respect and answer many key questions from applicants, prospective employees and employees from the perspective of the target groups:

  • Does this employer have a good and positive image?
  • Do I fit into the company with my qualifications and personality?
  • Can I integrate myself as a human being?
  • How branding-fair is communicated internally and externally?
  • How credible is reality within and outside the company?
  • Is a positive and respectful human image cultivated?
  • How does the brand look like in the Candidate Experience?

Only branding is successful branding

Employer branding can only be successful with truthfulness and honesty, since the brand of a company always represents a value proposition which, if not adhered to, is not only regarded as broken but also as counterproductive.

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

A concrete example: If you present yourself on the career website in a video model with superlatives from the EB brochure, this will not be credible. But if this makes a group of apprentices, perhaps with slip of the tongue and a pinch of criticism, such portraits look authentic and believable.

Information from exit talks is, by the way, particularly interesting, as they are honest with the outgoing staff and report on experiences from experienced practice.

Internal and external employees are important

It is also important to note that internal, existing employees must be included as well as external applicants and the labor market as a whole. In the case of employee target groups, a differentiation according to age, gender, length of service, leadership level, which represent the operating structure, is often useful.

Existing employees are a kind of “brand ambassador”, who on the one hand carry the brand to the outside, tell colleagues and family about the company, but on the other hand, with employer branding with positive charisma, they also feel more closely tied to the company and with the branding identify mediated values.

Tip: Text as PDF (please read the instructions!) Download or for a little more Book on the topic with discount or eCourse book. Actions or news via Newsletter!

More knowledge - PDF download, eCourse on demand or personal advice

Offline download: Download this text as PDF -  Read usage rights, Because we do not automatically submit the title of this text for privacy reasons: When buying in "interests" the title register if support is needed. After buying text exclusively Download at this URL (please save). Or for a little more directly an entire book or eCourse with this text buy, read on.

3,99 Book now

Read customer feedback and buy a book on this topic at a discount: Do you like this text and want to read more information about it? Buy the right book including this text, buy it here in two languages, as a member even with a 20 percent discount. Would you like to take a look at the book first? You can do this by previewing the book look at and then purchase on the book page.

German edition: ISBN 9783965960282

7,47  Buy directly

English version: ISBN 9783965960299 (Translation notice)

7,47  Buy directly

Your eCourse on Demand: Choose your personal eCourse on this or another desired topic, As a PDF download. Up to 30 lessons with each 4 learning task + final lesson. Please enter the title under "interests". Alternatively, we are happy to put together your course for you or offer you a personal regular eMailCourse including supervision and certificate - all further information!

19,99 Book now

Consultant packages: You want to increase your reach or address applicants as an employer? For these and other topics we offer special Consultant packages (overview) - For example, a personal phone call (price is per hour).

179,99 Book now

You want to comment here? Please the Debate Rules comply, contributions must be unlocked. Your eMailAddress remains secret. More information on the use of your data and how you can counter this can be found in our Privacy Policy.

  1. To follow debate on this post
  2. All debates follow
  1. Herbert Grueser

    Something does not work with the commentary, I had to start several times over.

  2. KSchmitt chair carrier

    RT @jobcollege: Employer Branding - 6 Steps to the perfect employer: What really matters in practice from Marco ... https: // ...

  3. Job college

    Employer Branding - 6 Steps to the perfect employer: What really matters in practice from Marco ... - Highly recommended XQydo3fY2q

Post a Comment

Your email address will not be published. Required fields are marked with * .

Ja, I would like to be informed about the latest promotions and offers via Newsletter be informed.

I hereby accept the Debate Rules and the Privacy policy with the possibility to contradict the use of my data at any time.