A study by PLEXGROUP
Occasion and objective
A profound cultural change is currently taking place on the labour market. Employer branding and social media have arrived in the middle of corporate reality and recruiting is becoming increasingly difficult due to current social influences. The new and unfamiliar challenge for employers is to retain employees for the long term and to break new ground in recruiting, to actively position themselves in a competitive market and to distinguish themselves more clearly.
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The basis for all necessary measures to be implemented is a consciously chosen positioning, an employer branding strategy. This strategy is developed from the inside and requires the ability to connect to existing values and to the existing and lived culture of a company.
The process of employer branding takes place in five different phases:
The planning of the individual resulting employer branding measures is based on the so-called "employee lifecycle". This ensures that the touchpoints are designed with the employer brand and according to the requirements of the different target groups.
"EMPLOYER BRANDING TAKES PLACE.
WHETHER YOU WANT IT OR NOT."
Stephan Radermacher, The Challenges of Employer Branding
REQUIREMENTS OF NEW GROUPS OF EMPLOYEES
The importance of a strong and attractive employer brand is growing against the backdrop of a continuing and increasing demand for skilled workers in many sectors, changing requirements of the "Generation Y" and the much-cited demographic change. However, this not only plays a role in recruiting new employees, but also in retaining and managing existing employees.
Employer branding is the means of building an employer brand. The employer brand is the result, employer branding the way.
THE BRAND AS A VALUE CREATION FACTOR
The most important stakeholder groups have a significant influence on the employer brand. However, the influence is also reciprocal - the employer brand radiates outwards in equal measure. It must therefore always be considered and evaluated from both perspectives.
FIVE STEPS TO BUILDING A STRONG EMPLOYER BRAND
Building an employer brand is a long-term process. Employer branding is not characterized by short-term campaigns, but by medium- and long-term measures. A strong employer brand is based on five important factors ...
FACTORS FOR A STRONG EMPLOYER BRAND
A specific employer brand is generated from the corporate brand. This identity gives the company a common goal and a vision.
02 CORPORATE CULTURE
For the development of a corporate culture, the following relevant questions must be answered for the employees: Who do we work for? What do we work for? And what is our common goal?
Living appreciation is essential. It is conveyed through respectful interaction with current and potential employees.
All employees must be perceived as human beings beyond their field of activity and encouraged in their ambitions. In this way, "being able to perform" becomes "wanting to perform".
The mission statement told to the outside world must also be lived internally.
THE EMPLOYEE LIFECYCLE
The "Employee Lifecycle" serves as a basis for the planning of measures and for the design of touchpoints relevant to the various target groups. It describes the lifecycle from the point of view of the external target groups and thus ensures an outside-in perspective.
"BE CLEAR ABOUT WHAT YOU CAN OFFER, NOT WHAT COMPETENCIES THE APPLICANT NEEDS."
Dennis Teichmann, Founder and Managing Director, Jacando AG
More and more companies are recruiting the best junior staff. As a result, they can often choose their employers and have clear expectations:
→ They are demanding and self-confident.
→ You expect feedback in real time
→ They require a respectable working environment, that doesn't raise any moral questions.
→ Are you looking for meaningful activities?
→ You can expect further training opportunities and individual career prospects.
→ You often expect flexible working hours and a flexible working environment.
→ You demand visibility of your own contributions
→ You demand clear (working) structures
To be attractive as an employer and to retain and attract new talent, you need a minimum synchronization with your value mindsets. We offer you our expertise - challenge us! We look forward to a creative exchange of ideas, the joint discovery of new opportunities or a personal encounter!
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