This is how employer branding will work in 2023.
Strengthen your employer brand with a clear strategy. Our 6 employer branding tips for 2023 provide you with exciting ideas for your company. Read more. ...
"I'm going to make a change." – The turn of the year prompts many people to reflect and make new resolutions. Job and career are two of the most common topics. Dissatisfaction at work, lack of further training, and a subliminal desire for change are just a few of the reasons behind these thoughts. This is a good reason for companies to set the right course and strengthen their employer brand, especially during this special time of motivation for change. It is essential to communicate this branding clearly and convincingly to the outside world.
Why? For two reasons: firstly, to retain existing employees and secondly, to attract new ones. But how does that work? The question of the right employer branding strategy in a company is paramount and often causes those responsible to reflect. There are a number of preliminary definitions that an employer must first make for themselves in order to clearly formulate their brand: What is in demand? Which generations and values should be addressed? Which industries and occupational groups are involved? – To name just the most common influencing factors here.
We have summarized six valuable tips for suitable measures for your employer branding success in a compact form:
Active sourcing – companies apply to candidates.
Active sourcing is no longer a future trend, but a successful reality. Targeted talent acquisition requires individuality, tailored to the profile of each candidate. Candidates want direct, clear communication. Specifically, they want companies that introduce themselves and proactively suggest jobs that suit them. The form of communication should be as personal as possible, for example, introducing the teams in advance by means of an authentic short video. The primary goal is to evoke emotions, convey values, communicate goals, and position the company. Candidates get a brief overview of the company and a first impression of whether they would like to start the candidate experience.
Joint strengthening of the employer brand.
Branding gehört neben Product und Placement genauso auch zum Personalmarketing. Der Begriff Employer Branding spiegelt dabei wider, wer die wahren Akteure sein sollten: die Mitarbeitenden. Authentische, individuelle Postings, Videos, Fotostrecken oder Kampagnen mit einer bunten Vielfalt an Mitarbeitenden des Unternehmens lassen wahre Einblicke hinter die Kulissen zu und schaffen Authentizität. Alle Mitarbeitenden zusammen bewerben sich damit symbolisch als Team bei möglichen Interessent:innen, die sich direkt einfühlen können, was sie im potenziellen neuen Job erwartet und wie die Unternehmenskultur gelebt wird.
Es ist vergleichbar mit einem Trailer, der Aufschluss gibt, ob man den Bewerbungsprozess startet oder nicht. Entscheidend ist hierbei auch die aktive Begleitung durch die Geschäftsführung. Zum einen für eine offene Vorstellung und Darstellung der Unternehmenshistorie, als auch durch klar formulierte Strategien und Ziele, um langfristiges Interesse und Perspektiven direkt in Aussicht zu stellen. Auch das Instrument des Corporate Influencing, definiert auf verschiedene, diverse Personas, ist ein absoluter Mehrwert im Employer Branding und fördert das Auftreten.
Die Verbreitung findet im Idealfall über das komplette Netzwerk aller Mitarbeitenden statt und bietet dadurch dem Unternehmen eine Vielzahl an Multiplikatoren unterschiedlichster Kanäle für eine maximale digitale Reichweite. Selbstverständlich ist dabei der stete Respekt gegenüber derer, die in der Welt der sozialen Medien nicht auftreten möchten. Diese Haltung gilt es zu bewahren.
Generational diversity and knowledge sharing.
Generational diversity in the workplace is a gift for the entire company. The current labor market employs four generations and thus automatically offers an incredible range of experiences, skills, perspectives, cultures, personalities, and, above all, educational diversity. All of this combined and shared with one another gives companies a decisive competitive advantage.
Mutual learning not only benefits each individual employee, but also strengthens mutual listening and respectful interaction between generations, taking companies to a new level. In the spirit of digitalization, many companies are already practicing internal knowledge wikis, placed on their collaboration platforms, or using e-learning videos to train their teams in order to generate added value. Nothing is as valuable as your own employees, who feed and enrich your own knowledge databases in a new style.
The human factor is crucial.
Classic hard facts have become increasingly established as a matter of course in the labor market, especially in recent years. In terms of salary, many companies are committed to equal pay, and working hours are based on trust-based working time wherever possible, forming the basis for a better work-life balance. Benefits and employee programs are expected and offer a wide range of options.
However, the most decisive and important factor is one's own well-being. Of course, the hard facts are also dependent on this, because if there is a lack of a lived culture, respectful interaction with one another, team spirit, and warmth, the feel-good factor drops immediately. The reason for this is that the human factor is then not given the consideration it deserves.
Smart digital application processes.
There are several good reasons for digital applications. Resources and time are minimized, classic printing is eliminated in the interests of sustainability, and there is no longer any need to go to the post office. Human resources departments can access applicants' data in a smart way and distribute the documents internally with a single click.
The entire application process can be stored centrally in the HR tool in compliance with all data protection requirements and deleted again in a timely manner in accordance with the specifications. Ideally, a digital personnel file can be created directly from the applicant data upon hiring. There is no longer any need to return application folders, and in the age of business platforms such as LinkedIn, XING, and the like, applicants can even apply for a job in a completely time-saving and lean manner using their digital CV available there.
It is important to note that the job advertisements of every company are displayed completely and clearly on mobile devices. The younger generations in particular are already searching on their smartphones and deciding within seconds whether the job appeals to them or whether they will swipe directly to the next one. In times of skilled labor and workforce shortages, combined with the prospect that in less than 12 years there will be a shortage of 5 million workers in the German labor market alone, companies cannot afford to ignore this group of applicants.
The Golden Rule.
A friendly, authentic, and human appearance offers longevity and commitment in the search for talent and the subsequent loyalty of new colleagues. Nothing damages the company's employer branding more than disillusioned new team members who are disappointed by the real world and feel blinded by the application process.
Follow the motto: "Be yourself, everyone else is already taken." You'll score points with that.
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