Branding for employee retention
Translated into German, employer branding means employer branding. A branding in that, to one Company overall as an attractive employer and stand out positively from other competitors in the labor market. In the meantime, entire departments in the HR departments of large and medium-sized groups in Germany are also involved in its implementation.
The aim of this branding is ultimately to speed up the recruitment process, to improve the quality of the applicants, and, on the other hand, to strengthen the employee loyalty and the company culture of the employer. This is a perfect means, which offers the right solution approaches in times of professional defenses.
Employee retention measures
There are a number of different measures for successfully implementing this brand strategy. They range from fairly simple methods, such as the setting up of a career page, a Facebook page or a Twitter account, but can also include structural measures within the personnel management and the management in addition to extensive internal and external advertising campaigns.
In the following, only one of the measures, which are fundamentally quick and easy to implement, is to be dealt with, since it is, on the one hand, quite promising and can also be used by smaller companies Has already existed for ten years.
Employer branding on rating portals
This refers to the employer branding services on valuation portals for employers such as kununu, jobvoting and meinchef. In the meantime, there are a number of other German-language Internet portals that compete for the stag walks from the early years 2006 / 07. The well-known employer portal portal glassdoor from the USA with a German offshoot is also present here recently.
Companies can purchase various service packages on these portals, with which they can present themselves as employers to the visitors of the website by means of image photos, videos from the workplace, job advertisements, company presentation, etc. The valuation portal ensures that the employer is highlighted by the mass of the other competitors and that the necessary attention can be thus ensured in order to present itself and its brand in the desired manner.
What does a profile cost?
The prices for these services may vary from portal to portal. In the upper price segment, several hundred euros may be required for the creation of a company profile. In addition to the job profile, job ads and image videos can also be booked, which already entails a small four-digit cost contribution.
In the lower price segment the integration of a job profile and job advertisements within the framework of a basic package for 30, - EUR per month, the premium package is offered with 50 EUR. A comparison of the Internet portals is worthwhile.
How promising are employer portals
That the use of such offers is quite promising, one can at least be convinced by the BITKOM study published on the topic of employer evaluations published two years ago. According to this, one in four internet users already have been informed about company ratings as employers on the Internet.
More than two-thirds of those who actually intended to change jobs were influenced by this assessment in their decision. This result indicates that such portals have a visitor base that seems predestined for employer branding measures. The site visitors are looking for a job and want to actively form an opinion about the respective employer in order to choose their future job based on this decision criterion.
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