Marketing is on fire: Employer branding

Everyone knows it: only companies with the best employees will survive. How to make a brand attractive for future employees that is the discipline of employer branding.

Investments in employer branding lead to entrepreneurial profit

Employer branding is the hot topic, because presenting yourself as an attractive employer is becoming increasingly important. Qualified employees are the foundation of every company.  It is advisable for companies to make the most of their employer branding. Their own values must be clearly defined and presented in a targeted fashion. There is no such thing as a simple success strategy, but marketing specialists can find a way to develop a suitable strategy that is individually tailored to a company.


The TOP 7 Employer Branding Trends 2020

1) Social media

Social media has made personnel recruitment much easier. A potential employee can apply with just a few clicks.
A profile on a social platform has many advantages. The user can present him/herself or his/her own skills. He can attract the attention of potential employers and this may lead to an invitation to an interview. Career networks such as XING and LinkedIn allow jobseekers to create an online CV and define their skills more precisely. XING makes the application process much easier.
Through his knowledge and skills, the user receives job suggestions that might be of interest to him.
If an employee is currently in a position, he or she can use the career networks to expand his or her own network or add new contacts.
On the home page, the user is shown the latest news and trends from subject areas, industries or companies that interest him or her. This keeps the user informed at all times and has an overview of everything.

During the application process, application videos become more and more relevant. Social media makes it easy to do so. Simply record, upload and send.

2) Career website

A company’s career website is just as important as its presence on social networks. It is another important building block in employer branding.
A company addresses potential applicants and would like to receive further information about this person. Via a career website, applicants are quickly and easily directed to current job offers. Additional information for the future employee is important for the image of the company. Such elements are, for instance, the company’s philosophy and its own values in order to create transparency and build trust. In addition, there is an exact tendering procedure for the activities and tasks of potential applicants.
A clearly recognizable structure of the website with an easy handling is an important key.

Nowadays, far too few companies have a meaningful and appealing career website.

3) Corporate blog

A blog about their own company or about specific questions offers potential applicants an insight into the subject and their work. The blog is characterized by regular and up-to-date content. The corporate blog functions both externally and internally: it strengthens the bond to the company’s own employees and creates transparency externally. This provides the opportunity to actively involve employees and demonstrate appreciation. Especially, when your own employees write articles for the blog, your company gains additional authenticity and credibility. Training blogs run by trainees are already successful and more and more companies are moving up with their own blogs.

4) Authenticity

To stand out positively from the competition as an attractive employer, it takes more than a “cool campaign” if it is only based on empty promises and thus conveys a false corporate image A consistent communication that does not contradict itself is the most important thing. This must begin inside the company in order to identify itself as a unit. At the same time, all internal values must be successfully communicated to the outside world. A good employer branding campaign is characterized by a clear communication of the core message without exaggerations. The company’s own values and culture are communicated in a believable manner and visually reinforced. But it is even more important to realise the values and corporate philosophy.

5) University marketing

In addition to social media, university marketing offers another opportunity to reach the Y and Z generations. By now, both generations have different and precisely defined demands on their employers. Flexible working hours, home office and sufficient time for leisure and private life. It is crucial to reach students at an early stage in order to represent a positive image as an employer. In addition to online-based university marketing, the presence at training and job fairs is of course also necessary in order to attract attention. An attractive booth with sufficient information material and open-minded employees, and possibly current interns or trainees, are decisive in gaining new employees. Alternatively or additionally, it is also effective to offer on-site lectures, workshops or events on campus.

6) Active sourcing

Career networks such as XING or LinkedIn have simplified the application process enormously for some time now. Not only for potential employees, but also for companies. The company can influence the recruiting process itself and thus, has a large choice of which people will be closer selected. A positive side-effect is that the human resources department is relieved. But other social channels such as Instagram are also suitable. Instagram is pushing Facebook further and further into the background. Through the visual presentation, with the help of motifs from everyday work, for instance, even small companies or start-ups can reach the younger target group with simple methods.

7) Video content

The first impression counts: First impressions count: A “How-to” video explained in just three minutes is much easier to grasp and understand than a text that is far too long. Every company wants to be visible and this is achieved with unique content. Video marketing has successfully established itself in the last few months. Facebook and Instagram offer the perfect platforms for this. With this visual representation, companies can reach even more applicants. Videos are not only more appealing, but through the combination of spoken text and moving image, they give the customer a better overview of the product. The entertainment factor is in the foreground. A boring video is not the right approach.



Employer branding is growing and growing and has become essential to strengthen your own employer brand. More and more ways and actions are emerging. For a good strategy, it is essential to carry one’s own values from the inside out with transparency. There are various actions that help to optimize an existing strategy. You don’t build a good employer brand from one day to another, it’s a long process that’s never fully developed.