Employer branding – the War of Talents 

Globalization, digitalization and demographic changes - the job market is in a constant state of flux and consequently a change of perspective is taking place. Whereas in the past the focus was primarily on the employer and its interests, today the focus is on the candidates. Top talents in particular have high expectations of their employer. Good employer branding is therefore extremely important for companies in order to create a successful employer brand in the long term. 

Our article explains the objectives of employer branding as well as efficient employer branding strategies and measures. 

Employer branding: definition 

The term employer branding refers to a marketing strategy for the HR department that aims to create a positive employer brand. Suitable marketing concepts should position the company as an attractive employer, differentiate it from the competition and attract and retain employees in the long term. Employer branding should be viewed in two directions - internally and externally. Externally, measures are used to attract employees and support recruiting. However, it is not only important to attract new employees, but also to retain them. In order to achieve this, it is essential to increase employee satisfaction and work towards this internally. This also has a positive impact on productivity and effectiveness, creating a win-win situation.  

What employer strategies are there? 

Building an attractive employer brand does not happen overnight and requires a number of steps and considerations. To begin with, it is important to know the employer branding process. The strategy comes first, followed by branding (brand communication), engagement (content strategy), recruiting (attracting employees) and retention (retaining employees). In order for all aspects to be successfully implemented, the foundation, i.e. the strategy, must be thoroughly addressed and developed. To do this, the company needs to think about what values it stands for, what distinguishes it and what sets it apart from the competition. With these initial considerations, you define your employer value proposition. The following questions will help you with the analysis: 

• What makes you stand out as an employer? 

• What do you stand for? (Mission) What is your long-term vision? 

• What distinguishes you from other employers? 

• What benefits can you offer your employees? 

• To what extent are you already attractive? 

• Who is your target group? 

• On which communication channels and how do you reach your target group? 

From these considerations, it can be concluded that the Employer Value Proposition, also known as the EVP triangle, is defined on three levels: the current perspective, the target perspective and the main differentiator. The as-is perspective deals with the current situation of the employer and strengthens the corporate culture and identity. In contrast, the target perspective looks at how the company would like to develop and thus drives organizational change and aligns the brand in a certain direction. The final level, the key differentiator, examines the organization's offering, which is intended to create differentiation from the competition and increase awareness and recognition of the company.  

In order to develop a successful employer strategy, we at Trenkwalder have dealt intensively with these questions. Our corporate culture shapes our identity and is therefore the foundation of the entire Group. Our vision, mission, core values and guiding principles form the pillars of this. What we stand for and what we want to achieve together guides us every day and guarantees a goal-oriented way of working. As a company with a long-standing tradition, we live and create a corporate culture of continuity, reliability and social responsibility. We are committed to promoting people, supporting careers and building sustainable relationships based on trust, respect and consistency. To guarantee this, our HR development experts have defined career steps and job titles and worked on digital training opportunities for all employees. We are an attractive employer not only because of the professional development opportunities and positive corporate culture, but also because of our focus on a good work-life balance. 

Measures for successful employer branding 

Once the employer value proposition has been successfully defined, the next step is to move on from strategic planning to the development of operational measures. There are numerous options open to companies, with the only limiting factor usually being their own creativity and the available budget. Trenkwalder's measures for internal and external employer branding are as follows: 

Internal: 

• Working atmosphere 

• Diversity management  

• Integration and inclusion 

• Flat hierarchies 

• Flexible working hours 

• Further training opportunities 

• Career prospects 

• Compatibility of career and family 

External: 

• Website 

• Social media 

• Job advertisements 

• Employer rating portals 

Employer branding with a difference 

ALDI Süd developed an exciting, creative and innovative approach with the "black box". Here, applicants and recruiters met in complete darkness, creating a deliberate difference to the conventional application process. Superficial prejudices based on a person's appearance were temporarily suspended with blind recruiting. 

Not only ALDI Süd, but also the management consultancy Accenture Auditions was able to achieve creative employer branding. The company was inspired by the TV show "Höhle der Löwen" and used the format at a trade fair for applicants. In five phases, the applicants were guided through a course with the aim of accompanying the potential applicant through to the management of a job and finally making the applicant an offer and concluding a contract with them. 

Simply placing job advertisements and waiting has long since ceased to work. Nowadays, employers have to get creative in order to reach and convince potential applicants - especially top talent - and consequently win them over to their company.