“Of course, creative campaigns are what we all associate with successful employer branding. But our experience tells us that sustainable success first requires a focus on three basic principles. Employer branding is the communicative reinforcement of the existing, actual employee experience. This means starting internally, listening to employees about what makes the employer special to them, why they would always come back and what it takes to make them happy to make a recommendation when someone asks them about a great employer. External voices ultimately follow the internal view. Another principle is the individuality of the employer branding strategy. It should always be based on the target group, i.e. future colleagues. To do this, however, we first need to know who these future employees should be. Here, it is important to enter into an exchange with the management and take a look into the future. An employer branding strategy should also reflect the culture and vision of the company and build on what is actually there. This is the only way to create long-term and promising matches.
And, yes, the need for cultural change often becomes apparent in the course of such a project. In this case, please do not close your eyes, but initiate the first steps towards a holistic target image.
In the final implementation, we then rely on participation, take up ideas from employees and managers, encourage them to create content and support them in presenting themselves for their employer in an unbiased manner. Authenticity is key. “