Menschen, die dank eines erfolgreichen Employer Branding auf ihr Vorstellungsgespräch warten

Why Employer Branding Matters: Creating a Competitive Edge in Recruitment


In the current job market, employer branding is becoming more and more crucial as candidates have more options. A strong employer brand can help you attract top talent, improve employee engagement and retention, and enhance its overall reputation.

Employer branding is about creating a unique and positive identity as an employer, sharing that identity with current and prospective employees, and keeping the promises made to foster an enjoyable and productive workplace.

Why is Employer Branding Important?

According to a LinkedIn survey, 72% of recruiting leaders worldwide agreed that employer branding had a significant impact on hiring. Another survey by Glassdoor found that job candidates are more likely to apply for a job if the employer actively manages its employer brand.

A positive employer brand can also help companies retain their employees. According to a study by Universum, employees who have a positive view of their employer are 22% more likely to stay with the company for at least five years.

A strong employer brand can also lead to higher levels of employee engagement. According to a Gallup survey, employees who are engaged at work are 21% more productive than those who are not. Additionally, engaged employees are more likely to be loyal and recommend their employer to others.
A strong employer brand can also lead to higher levels of productivity. According to a study by the Boston Consulting Group, companies with a strong employer brand have a 20% higher revenue growth compared to companies with a weaker brand. A positive work environment can lead to increased motivation and creativity among employees.

Glückliche Führungskräfte eines Unternehmens gratulieren einem neuen Mitarbeiter und schütteln ihm die Hand für das Wachstum des Unternehmens. - Employer Branding
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How Employer Branding Shapes your Company’s Reputation

Effective employer branding can have a significant impact on how your company is perceived by current and potential employees, as well as other stakeholders.

A strong employer brand can have a positive impact on the perception of your company by your current employees. It might inspire pride and loyalty in them, which might boost engagement, output, and job happiness.

In a crowded job market, a strong employer brand can help companies differentiate themselves from their competitors. By promoting a unique culture, values, and employee experience, a company can make itself more attractive to top talent. It can also help companies attract a diverse pool of candidates. By promoting a culture of inclusivity and a commitment to diversity and equity, a company can make itself more attractive to candidates from different backgrounds.

Employer branding also helps align the workforce with the company’s business strategy. By promoting a clear vision and values, a company can create a sense of purpose among employees and help them understand how their work contributes to the company’s overall goals.

Your company’s employer brand also impacts your customers and partners’ perceptions of your company. It can create a sense of trust and credibility among customers and partners, which can help enhance your overall reputation.

Your employer brand can also impact the perception of your company by investors. A strong employer brand can be the signal for a well-managed and forward-thinking company. This can lead to increased investment and a higher valuation for the company.

What channels can you use for your employer branding?

Social media, reviews, and word-of-mouth can play a significant role in shaping the perceptions of a company’s employer brand. These channels provide a platform for employees and job seekers to share their experiences and opinions about a company, which can influence how your company is perceived.

Social media platforms can be powerful tools for promoting your company’s employer brand. You can use social media to share employee testimonials, highlight company values and culture, and showcase your work environment. Social media can also be used to engage with job seekers, respond to questions and concerns, and address negative comments or feedback.

Reviews on sites like Glassdoor and Indeed can have a significant impact on your company’s employer brand. Positive reviews can help to attract top talent and improve the perception of the company as an employer. You can manage your reviews by monitoring the sites regularly, responding to both positive and negative comments, and addressing any issues or concerns raised by employees.

Word-of-mouth is still a powerful tool for shaping the perception of your employer brand. You can manage word-of-mouth by creating a positive work environment and culture, providing employees with opportunities for growth and development, and addressing any issues or concerns that arise.

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Creating a Strong Employer Brand

Employer Branding vs. Corporate Branding

Employer branding and corporate branding are two related but distinct concepts.

Employer branding is the process of creating and promoting a unique identity and reputation for your company as an employer. It involves developing and communicating a compelling narrative around your company’s values, culture, and employee experience, in order to attract and retain top talent.

Corporate branding refers to the act of creating and advancing a brand identity and reputation for your company. This covers your company’s goods and services, as well as its principles, way of life, and general standing.

The main difference between these two concepts is the focus of the branding effort. Employer branding is all about engaging with the labor market and seeking out the best prospects available. It focuses primarily on the company’s identity as an employer. Corporate branding, on the other hand, is more concerned with your goods and/or services and expanding your company’s revenue.

While both types of branding are important for a company’s success, they require different strategies and tactics. Employer branding involves creating an employee value proposition and promoting it through job postings, social media, and employee testimonials, while corporate branding involves developing a brand message and promoting it through advertising, public relations, and other marketing channels.

Unveiling the Key Elements of Effective Employer Branding


Your company’s culture refers to the shared values, beliefs, behaviors, and attitudes of your organization, and encompasses everything from the company’s mission statement to its day-to-day practices.

A strong corporate culture is a big selling feature for potential employees and will help you foster a sense of belonging and purpose among your current employees.


Your organization’s values are the guiding principles that define the company’s approach to business and reflect what your company stands for. By communicating your beliefs, you may demonstrate your dedication to moral and ethical business conduct and draw in talent who hold similar values.


Your company’s reputation is how the general public, your partners, customers, and workers view you and your business. A good reputation can make it easier to recruit and retain top talent, while a bad reputation might make it more challenging.

Employee Experience

The total of an employee’s encounters with your company, from the hiring process to regular job tasks to the termination procedure, is the employee experience. For attracting and keeping top talent, a great employee experience is essential.


Employer branding depends heavily on effective communication. Your employer brand must be properly communicated through a range of platforms, like job postings, social media, and employee endorsements. You can create a powerful employer brand and attract top talent by developing a consistent and genuine message.

zwei junge Geschäftsfrauen gehen mit Kaffeetassen in der Nähe ihres Bürogebäudes im Freien spazieren - Employer Branding
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What are the steps to Craft your Employer Brand?

Step 1: Research

The first step in creating an employer branding strategy is to conduct research. This can include employee surveys, focus groups, and analysis of online reviews and social media.

The goal of this is to gather data and insights about how your company is currently perceived as an employer, both internally and externally.

The research phase typically involves several methods:

  • Employee surveys can be conducted to gather feedback on employee engagement, job satisfaction, company culture, and other relevant topics. This can help identify areas where the company is performing well and areas that need improvement.
  • Focus groups with a small group of employees or job seekers can help provide a more in-depth understanding of how your company is perceived.
  • Sites like Glassdoor, Indeed, and LinkedIn can provide a wealth of information about how your company is seen. This can include reviews of your company as an employer, comments on job postings, and interactions on social media.

This data can help you identify your company’s strengths and weaknesses as an employer and provide a clear understanding of what current and potential employees are looking for in a job.

Step 2: Analysis

Your next step is to analyze the data and identify key themes and areas of opportunity from your research. This can involve identifying your company’s unique selling points as an employer and areas for improvement.

Once these themes have been identified, your next step is to identify your company’s unique selling points as an employer. This entails determining what distinguishes you from your competition and what makes your company a desirable place to work.

You should also identify areas where your company can improve as an employer. This might include areas where employees are dissatisfied, where the company is not meeting the needs of job seekers, or where the company is not living up to its values or mission.

Finally, you should take into account the company’s overall business strategy and goals. The employer branding strategy should be aligned with your company’s mission, values, and overall brand messaging. Only by taking this into account can you ensure that your employer brand is an authentic representation of your company.

Step 3: Messaging

The first step in developing messaging is to define the key messages that will be communicated as part of the employer branding strategy. The messaging should be tailored to the needs and expectations of job seekers and employees and should be consistent with your overall brand messaging.

You need to then develop the messaging in a way that is authentic, engaging, and compelling. The messaging should be consistent across all channels, including job postings, social media, and employer branding materials. It’s important to test it to ensure that it resonates with the target audience.

Based on the feedback gathered during your testing, your messaging should be refined and adjusted as needed. This may involve tweaking the language, adjusting the tone, or emphasizing different elements of the message to ensure that it resonates with your target audience.

The messaging should be regularly reviewed and updated to ensure that it remains relevant and compelling.

Step 4: Activation

The first step in the activation phase is to develop a plan for how your employer branding strategy will be activated. This plan should identify the channels that will be used to promote the messaging, the tactics that will be used, and the resources that will be required.

Your next step is to create content that promotes the messaging. This can involve creating job postings that highlight the company’s unique selling points as an employer, developing social media campaigns that showcase the company’s culture and values, and producing employee testimonials that provide an authentic perspective on what it’s like to work for the company.

When the content is in place, you need to activate the plan and promote the messaging across the identified channels. This can involve posting job ads on job boards, sharing social media content across multiple platforms, and creating events or other initiatives that showcase the company’s culture and values.

Finally, it’s important to measure the effectiveness of your employer branding strategy and adjust the plan as needed. This can involve tracking metrics such as application rates, employee retention rates, and employee engagement scores to understand the impact of the employer branding strategy.

The employer branding strategy should be reviewed and updated regularly to ensure that it remains relevant and compelling.

Overcoming Challenges in Employer Branding Strategy Development

One of the most significant challenges in developing an employer branding strategy is a lack of research. Without a deep understanding of your company’s current perception as an employer and the needs and expectations of current and potential employees, it’s difficult to create a compelling and authentic employer brand.

Lack of coordination between the employer branding strategy and the overall brand messaging and business strategy of your organization is another common problem. The mission, values, and overarching brand messaging of the organization should be reflected in a successful employer branding plan.

Inauthentic messaging is a significant pitfall to avoid when developing an employer branding strategy. The messaging must be genuine, interesting, and consistent with the company’s culture, beliefs, and mission. The company’s credibility and reputation as an employer may suffer if the messaging is not genuine.

Another important component of a successful employer branding plan is consistency. All platforms, such as job postings, social media, and materials for corporate branding, should use the same messaging.


By establishing a strong employer brand, your company can attract and retain top talent, increase employee engagement and productivity, and ultimately drive business growth.

To build an effective employer brand, you should focus on creating a positive company culture and consistently communicating your values and mission to both current and potential employees.

By making an investment in your employer brand, you can position yourself as a desirable employer and set yourself apart from other businesses. You can build a productive workplace that benefits both the employees and the business as a whole when you have a strong employer brand that attracts the top candidates.