The topic of employer branding is becoming increasingly important. This guide will show how these processes can be implemented in one’s own company, what advantages can be expected, and how the success of these measures can be measured. Employer branding measures are not only in demand now, but will also remain an important part of companies in the future.
Employer Branding for SMEs: The Basics & Benefits – Process, Strategy, Concept & HR Marketing
Fundamental: What is Employer Branding?
Employer branding has not always existed in Germany; it is rather a trend from the USA that has finally arrived here. Meanwhile, the employer branding strategy is already being implemented by the Bundeswehr and Deutsche Bahn.
The goal is to strengthen the loyalty of existing staff and improve the applicant situation. Through this strategy, companies have already acquired the best employees through unsolicited applications. In addition, advertising budgets could be saved.
The official definition of employer branding is: „Employer branding is the identity-based, internally and externally effective development and positioning of a company as a credible and attractive employer“ (DEBA, 2006).
In other words: The employer becomes a brand and communicates the benefits for the staff externally. Existing staff are reminded of how attractive the company is, and outsiders will perceive the company as a secure workplace.
However, patience must be exercised in the employer branding process. Building an attractive employer brand requires work, and it takes time for all messages (including an authentic corporate culture) to be conveyed.
Therefore, perseverance and accuracy are two qualities that company management or the HR department must demonstrate within employer branding HR marketing.
Why are employer branding measures important?
There is no blanket answer regarding the choice of a measure, as this is, of course, an individual matter. However, there are certainly potential options that can always be identified and remain profitable. All relevant parts of the company should agree on a unified strategy, which includes the HR department, the marketing department, and the management.
The positioning in Employer Branding Personnel Marketing must be communicated internally before any external measures are initiated. Internal measures always precede external measures; this is an important guideline. After all, potential applicants must not be advertised something that does not actually exist in the company.
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The basis of a successful Employer Branding process is continuous feedback. Feedback can be collected via online tools as part of a survey, or through a meeting or a dedicated app.
In general, it is recommended to create an interface for feedback and exchange. A possibility for communication between employees and those responsible should always exist.
External measures can then be started, but the approaches need to be reviewed depending on the industry. After all, the messages must also be adapted for the target group.
Difference between Personnel Marketing and Employer Branding?
The goal of Employer Branding often overlaps with personnel marketing, but there are certain differences.
Employer Branding aims to build an employer brand. In this process, measures from personnel marketing and, of course, recruiting are also revised. An employer brand always represents the employer, not individual job offers.
Personnel marketing deals with actively finding new applicants. For example, this happens via social media channels through targeted approaches = Social Recruiting. All these operational measures also support the development of one’s own brand.
Our page on E-Recruiting provides a good overview.
The Employer Branding Process
- Setup: Consulting regarding process and project planning, including the assembly of a project team while considering internal communication.
- Analysis: Creation of a comprehensive situational analysis as a basis for strategy development. This also includes brand and target group analysis.
- Strategy: Employer brand is positioned with a clear definition of the target group, advertising messages, and goals.
- Concept: Internal and external communication measures are developed as a guiding principle for employer communication.
- Implementation: Measures are implemented to build credibility and authenticity for digital, analog, and media measures.
- Evaluation: Continuous measurement of success based on meaningful figures (KPIs).
Overview: The advantages and basics
Regarding the Employer Branding instrument, it should be noted:
- Is a leadership and management process
- Always based on a clear strategy
- Employer brand is created
- Improvement of competitiveness
- More than just employer image
The success of these measures is based on the following steps:
- Context analysis
- Strategy development
- Implementation (Internal & External)
- Execution
- Controlling
- Optimization
Conclusion: You also need employer branding
Every company is replaceable, but not if you are the most attractive employer in the industry. If employees are aware of this, productivity may even increase. In addition, word-of-mouth in their own environment conveys how valuable you are as an employer. After all, the best recruiters are the employees!
It is even the case that recruiting almost only has to fulfill management tasks, as plenty of applications are received on their own. However, for this to work, the company image must be communicated authentically and honestly.
Internal and external employer branding is essential! Now you should inform yourself about this and call us without obligation. As an agency, we primarily support employer branding for SMEs. We also take on the development of a concept and a comprehensive strategy.
Florian Ibe
CEO & Marketing Consultant
Your contact person: Florian Ibe
DE
