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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.
Employer branding is much more than a meaningful slogan. It defines your company's identity as an employer. It is about communicating your company's values internally and externally with a wide reach.With effective mobilization and communication measures - both internally and externally - the attractiveness of your company becomes visible to all. All employees should see and appreciate what makes your company stand out.
What are the goals of Employer Branding?
Young talents are looking for companies with strong character. They want to thrive and develop in their job. Your brand must symbolize these values and carry them internally and externally. This is how growth happens without major fluctuation. Nothing can stop a team that identifies with its employer brand.
The aim of an employer branding strategy is to create an image of your company. Top talents looking for new opportunities should immediately associate your brand with the appropriate values. It is not only the reputation of your company, but rather the attitude, the values, the way it deals with people and social issues that it stands for.
Employees become brand ambassadors. We want your employees to identify with your brand and independently communicate the joy they derive from it to the outside world. Your customers feel the motivating energy of your team, as do potential new talents.
Your brand creates excitement. Top talents in your industry are happy to apply to you. Because for you, it is not just about the right career, but about future-oriented values. The best in their fields automatically have the impulse to represent these values and be part of your corporate culture.
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.
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.
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.
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.
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.
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.
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 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:
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 personnel marketing tools can be individually tailored to the needs and challenges of your company and are key points of every employer branding strategy at the same time.
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.
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?
What unique identity can Coop use to become relevant as an employer and showcase the diversity of its profiles and competencies?
How can Caprisun become a performance-oriented organization in which employees not only want to "work" but also "grow"?
With what clear message can KPMG harmonize its communication in the job market?
How can Transgourmet translate its vision and mission statement into a clear and effective message in the war for talent?
The employer brand drives all internal and external activities related to attracting, retaining and engaging your employees
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.
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.
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.
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.
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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