Employer Branding
Reduce fluctuation and recruiting costs
Reduce fluctuation and recruiting costs
A strong employer image is no coincidence. If you want to attract the right employees and retain them in the long term, you need more than just good job advertisements. With an authentic, attractive employer brand, you will attract precisely those people who will really help your company move forward. Just as you align your corporate brand with your customers, you extend the alignment of your corporate brand to your employees and those who are to become employees.
What are the benefits of employer branding?
Lower fluctuation
Every termination costs: Time, money and energy. A strong employer brand creates stability - and noticeably reduces turnover.
Reduced recruiting costs
With a strong employer brand, your recruiting will run more smoothly. Suitable applicants will find you more quickly, which saves time, money and resources.
Stronger employee loyalty
Those who identify with their employer stay. An attractive employer brand strengthens the sense of unity and secures valuable know-how.
Motivated teams
A clear common understanding of culture and values promotes cohesion, commitment and initiative.
Double your applicant count.
Your recruiting film could look like this
Image film for our client SAST Solution for the employer branding campaign
Who should do employer branding?
Medium-sized companies in particular should make their employer strengths visible: Since they can rarely keep up with corporate salaries, you should stand out with real values: Your very special team spirit ,flat hierarchies and personal development opportunities for everyone. Strong employee loyalty not only reduces recruitment costs, but also fluctuation costs, which are particularly significant for smaller companies.
85% of all employees have little or no emotional attachment to their employer.
Source: Gallup "Engagement Index Germany 2016″.
What are the challenges in employer branding?
What are the challenges in employer branding?
The challenge is to seamlessly extend existing communication with customers and other stakeholders to employees and potential talent. The focus here should be on emotional loyalty. Numerous studies show that the success factors for employer attractiveness are not so much negotiable factors such as salary, training opportunities, flexible working hours or retirement benefits. These factors tend to be the standards and are taken for granted. If you really want to stand out, you have to focus on soft features such as nice colleagues and superiors, appealing work content, responsibility or appreciation. The attractive presentation of these emotional factors in combination with the standard factors is the key to a successful employer brand.
HOW TO EMPLOYER BRANDING
How do I launch a successful employer branding campaign?
1. define your KPIs and who you want to target
2. set a budget for the first year and plan media use
3. start a workshop with internal and external talent from many areas to define and align your messages to your target groups.
1. use the results of the workshop to define a clear positioning as an employer brand. This positioning should be in line with your existing corporate brand.
2. look at your competitors and benchmark so that you are ahead with your campaign.
3. write a story for each target group and think about how these stories can best be staged: as a video, with photos, as a post on social media
4. make an editorial plan, which story you link to which benefits and distribute on which channel.
Plan internal and external resources for campaign implementation. Take into account milestones such as job fairs and major company events where you should have material ready.
1. now it's time to get started: assemble a team of project managers, strategists, copywriters and designers to meet all the requirements of an employer branding campaign.
2. initially create texts, images and films independently of their respective use. In most cases, you can tailor the content to the respective media: Shorten texts, subtitle films, etc.
3. start with the simple things:
03a. Adapt the texts on your job page and on your job advertisements.
03b. Match the content with the job portals such as Kununu, Xing, etc. and make sure that you address them consistently.
4. motivate your colleagues to be part of the content creation: whether it's texts, photos or videos, everything can help to create a lively impression.
5. create your image materials with a professional photographer and a professional videographer team. You will need these materials for communication at fairs, on job portals or on your website.
6. your website is and remains your central hub: enable talents to get a nearly complete picture of you as an employer on your job page. Introduce your employees and bosses here, describe the jobs in detail and whenever possible with short video sequences, give a vivid impression of your everyday life.
7. transfer this content to social media as well and thus ensure a broad and viral distribution of your content.
8. also use paid social media campaigns to further increase your reach.
9. keep comparing the successes. Stay in close contact with your colleagues and observe how the quality of applicants and the motivation of existing employees changes over the course of the campaign.
10. keep adapting the campaign to new circumstances. Keep optimizing your presence with all the adjusting screws to keep your finger on the pulse of the employer market.
Your campaign could look like this
Employer branding measures: How do I prepare an employer branding process?
A. Get a picture of your company as an employer
Why do you all actually work here?
find out why your employees are happy to stay. Depending on the affiliation, you will receive a variety of valuable insights - from "I feel comfortable in the team" to "I identify with the purpose".
What is it like to work for you?
Let your employees describe how they experience you as an employer - today and with a view to the future. Creative methods can be used to break down entrenched views and gain new perspectives - even simple impulses often help.
What makes you unique as an employer?
Only a few companies have a clear USP. In most cases, there is a combination of strengths that make you attractive. Use these as the basis for an employer branding strategy that is emotionally and substantively convincing.
Who are you looking for?
Define who you want to address - and tailor your offer accordingly. An IT specialist has different expectations than a back office employee. Tailor your language and structure accordingly.
B. Look at your company through the eyes of your talents
What is going on in your talents?
Find out together what talents think and feel about you - ideally with employees who are new and have been with you for some time. Use an empathy map, for example, to identify key needs and make targeted adjustments to your benefits.
Who do you actually have to stand up to?
What do others offer? Imagine you are a prospective job candidate and compare your offer with that of the competition. This will help you recognize whether your benefits are really relevant - and sharpen your positioning in a targeted manner.
What is an Employer Journey?
Put yourself in the shoes of a job seeker: How is your company perceived? How clear and attractive is the path to you? It often turns out that social media or video content is not authentic or convincing enough. This is where concrete approaches for improvement can be found.
Pictures say more than 1000 words!
Fun and good humour are the top priority at every workshop.
What is important in employer branding?
Stefan Weder, explains the 1×1 of employer branding
10 tips and tricksfor successful employer branding
10 tips and tricks for successful employer branding
1. get your colleagues on board
Employer branding only works as a team. Talk to colleagues early on - especially those who reach important target groups. A short workshop is often enough to get you started.
2. show yourself authentically
An unadorned, genuine image of your company is more convincing than any glossy brochure.
3. define who suits you
Think about which personality fits into your team. Clear statements about this help applicants and strengthen your profile to the outside world.
4. take applicants with you into your everyday life
Use short videos or images to show what everyday working life is like. This creates closeness - and recognition.
5. build trust
Transparency creates credibility. Show insights, e.g. with a short video of the tour or real voices from the team.
6. tell exciting stories
Whether it's team events, sabbaticals or sports activities - tell us what makes your company human. This strengthens the community.
7. use your employees as walking priests.
Your employees have the best contacts and insights. Equip them with good material - for convincing recommendations.
8. use the employer branding process to better position yourself as an employer.
Employer branding often also reveals weaknesses. Use this as an opportunity to develop internally - e.g. through regular feedback rounds.
9. use all the channels on which your talents are on the move
Where do your target groups move? Adapt content and tone to the medium. Important: Remain visible and recognizable.
10 Employer branding is never finished
Employer branding does not end with a campaign. Keep at it - even after job fairs or posts. Continuity counts.
Our Employer Branding Cases
Make your company the first choice for talent!
I am Stefan Weder, Managing Director at Blaupause, and I help you to create an employer brand that generates more applications, causes less fluctuation and strengthens your corporate culture.