Employer Branding
What is employer branding?
Employer branding is about strategically positioning a company as an attractive employer brand. The goal: to highlight the company’s culture, values, and actual working conditions so that it is perceived as an authentic and sought-after employer.
This includes everything that shapes a company’s image both externally and internally—from the first social media post to the application process and the day-to-day life of the existing team. At its core, it all revolves around one question: Why do people enjoy working at this company, and what makes it unique in the competition for the best talent?
A strong employer branding strategy ensures that this promise is evident at every single touchpoint. This attracts the right talent, fosters long-term employee retention, and sets the company apart from the competition.
What is the difference between external
and internal employer branding?
Employer branding works in two directions: externally and internally. While external employer branding boosts visibility and appeal in the job market, internal employer branding focuses on the existing team. Here, the focus is on topics such as corporate culture, genuine appreciation, and identification with the company.
Typical measures include optimized career pages, targeted recruiting campaigns, and social media insights, as well as internal professional development opportunities, team events, and open communication. A key lever here is the candidate experience—that is, the overall experience applicants have from their first click to signing their employment contract.