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Employer Branding
With a strong employer brand, your organization becomes a magnet for young talents. Together, we uncover the full potential of your company and unite it in a strong employer brand.
In this way, you attract the best employees in your industry to your company and become an attractive employer.
The Importance of Employer Branding
Global trends are shaping the behaviours of employees and job seekers. To stay relevant, companies of all sizes must respond quickly and embrace new values, approaches and organisational structures.
Building an attractive employer brand is an inevitable part of this. If team members identify with the company, this automatically provides more motivation and carries over to the outside world.
Employer attractiveness and the mobility of talents
The increasing mobility of employees and the growing attractiveness of international work experiences leads to more companies competing for the same number of talents.
In the competition for the greatest talents, employers must show the will to adapt to changing conditions. Teams should be designed to see their members and respect their wishes for mobility.
Work 2.0
Technology has not only changed the nature of work, but also where and how work is done. New agile ways of working have emerged and give rise to new lifestyles. Modern companies need to understand these developments and take them into account.
This is not about transforming the entire corporate structure to digital nomads. Rather, the corporate brand should stand for an open approach to current new-work trends. It is about an open mindset for the wishes of all team members.
Hybrid working models
Flexible working models are in demand. Companies and HR teams are therefore required to create corresponding organizations and infrastructures. Because the next generation of job seekers places great value on hybrid work.
According to a study by Deloitte in 2022, 75% of Gen Z prefer a hybrid work model. Instead of attendance, the focus is more on results. Or to put it more drastically: Home office has come to stay.
Gen Z and future work force
Therefore it is important to find ways not only to get new generations into the company, but also to retain them. Here, it is very much a matter of corresponding values and motivations (e.g., by rethinking their incentive systems and career paths). For only a quarter of Gen Z, a high salary is the justification for choosing their current employer, whereas a good work-life balance is the frontrunner. (Deloitte, 2022)
The latter in particular is a matter of definition. If a company's brand is strong enough, if the teams in the company identify with their task, if they have genuine appreciation and the feeling of being part of something big, the boundary between work and life gradually blurs. The effect: long-term relationships between companies and employees.
New drivers of attractiveness
On top to the core topics like favorable working conditions and stability, employees are increasingly prioritising companies that are confidently addressing macro themes of today’s world: sustainability-focused, purpose-driven and gender-equal organisations have an increasingly competitive advantage.
Of course, credibility is the key here. A company that wants to optimize its employer branding should therefore seriously and confidently face up to issues that particularly affect young jobseekers in the world of work.
Employee retention
Quiet quitting is a trend, especially among the younger generation, and one in three Swiss will consider changing jobs in 2023. Companies therefore need to find ways to retain employees in the long term to ensure the company's future viability and keep important know-how within the company.
But if employees are to do more than just service by the book, they need to develop a different, deeper relationship with their company. This is where the employer branding process helps to consistently enhance the employer image.
Advantages of Employer Branding
An Employer Branding Strategy will help you:
- Position your company as an attractive and modern employer in its category.
- Narrow down the mindsets, profiles and competences that are required for your company to achieve its strategic objectives.
- Transparently communicate your strategic priorities externally and internally in a targeted way to attract and retain top talents.
- Prioritize investments and develop the most appropriate recruiting or internal initiatives to deliver on strategic priorities over the long term.
- Make employees feel good about the company delivering on its promise, enabling them to demand it, and thus remain more engaged, productive, and loyal.
What is the business value through Employer Branding?
An effective use of your Employer Brand allows to build a differentiating perception of your organisation in the job market, as 75% of job seekers consider a company's employer brand before even applying for a job. (Deloitte, 2022).
The effects of a strong employer brand activated and integrated in your company are noticeable:
- Higher awareness and reputation in the job market
- Bigger pool of high potential candidates
- Lower cost of talent acquisition (e.g., cost per hire)
- Higher employees’ satisfaction and engagement
- Higher employees’ retention rates
- Higher referral rates
Through these employer branding measures you can optimize your employer brand
Strengthening the employer brand starts before the contract is signed and continues throughout the employee relationship and beyond. Here are the five points where talent management plays a key role:
Candidate Journey / Application Process Digital Solutions help to simplify the Process. Modern methods are particularly popular among young talents.
Candidate Experience A corporate culture based on equality and respect is the basis for a good relationship between employer and employee.
Onboarding A smooth onboarding into the corporate culture helps with branding.
Retention / Employee Satisfaction People who enjoy their work stay with the company longer. Listening and using opportunities for optimization is essential here.
Offboarding The end of an employment relationship should go smoothly. Professional conduct increases the chance that former employees will also speak positively about your company.
Our offering for your Employer Branding
These tools can be individually tailored to the needs and challenges of your company and are key elements of every Employer Branding strategy.
Employer Brand Strategy
Employees Value Proposition
Employer Brand Creative Expression
Activation and Mobilization
Employees Experience Audit
Employees Experience Strategy
Employer Branding examples of our customers
Our customers usually have the same questions: How can we make our strength as an employer clear? How does our company become relevant on the job market? What belongs in employer branding? What is the goal of employer branding? If we want to show how employer brand strategy increases employer attractiveness, we refer to our success stories.
Coca-Cola HBC
THE CHALLENGE
How can Coca Cola HBC attract the best employees in the long term as a botteling company with the support of the Coca Cola brand?
THE SOLUTION
Coop
THE CHALLENGE
What unique identity can Coop use to become relevant as an employer and showcase the diversity of its profiles and competencies?
THE SOLUTION
Capri Sun
THE CHALLENGE
How can Caprisun become a performance-oriented organization in which employees not only want to "work" but also "grow"?
THE SOLUTION
KPMG
THE CHALLENGE
With what clear message can KPMG harmonize its communication in the job market?
THE SOLUTION
Transgourmet
THE CHALLENGE
How can Transgourmet translate its vision and mission statement into a clear and effective message in the war for talent?
THE SOLUTION
The employer brand drives all internal and external activities related to attracting, retaining and engaging your employees
- Externally with your Employer Branding Strategy you position your company as an attractive employer for recruitment purposes, you formulate job offers with the right tone and convey the right messages and ensure all touchpoints (such as job portals) truly reflect the positioning of your company.
- Internally with your Employee Experience Strategy you ensure that your employees are satisfied and motivated across their employees lifecycle with the optimal use of the relevant touchpoints (from the first onboarding to the Alumni program).
1. Foundation in the business strategy
A clear understanding of the company’s HR strategy and its broader strategic challenges is the starting point. What is the overall direction of the company? And what role do current and future employees play? This is about clear key messages that can be communicated in a plausible way.
2. Inspiring Narrative and compelling Appearance
The Employees Value Proposition should be translated into a compelling visual anchor and activated by an inspiring story to create consistency and recognition across all touchpoints. In doing so, it is important to clarify important questions in advance. What is the best way to reach the target group? LinkedIn or TikTok? What values should be conveyed? Employer branding is a complex process in which many questions need to be answered.
3. Coordinated and Cross-functional effort
HR, communications and marketing should be equally involved and have the necessary knowledge base to jointly create the content and test it for effectiveness at internal and external touchpoints. Teamwork is required here. Consistent messages need to be communicated internally and externally. Which tools are used for this can be defined in a comprehensive strategy.
4. Internal Validation and Measurement
Those who want to involve the corporate organization to calibrate the tone and find the optimal expression of the employer brand usually also want to measure the outcome. A good measurement system ensures that progress in internal and external activation can be tracked. This is where interdisciplinary knowledge matters. The fields of organizational psychology as well as occupational science and human resources management intertwine.
5. Anchoring in the organisation
The employer brand should be understood and lived by the organization in many everyday situations and actively used by all employees. At this point, it is specifically about the right communication processes. Employer brands must position themselves internally and externally with strong images. This is how the brand (with its promise and values) can be carried outward.
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