Here’s where it burns in marketing: Employer Branding

Here's where it burns in marketing: Employer Branding

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

Investments in employer branding lead to entrepreneurial profit

Employer branding is the top issue, because presenting oneself as an attractive employer is becoming increasingly important. Qualified employees are the cornerstone of every company. It is advisable that companies utilize their employer branding to the maximum. One’s own values must be clearly defined and these must be presented in a targeted manner.
There is no simple strategy for success, but marketing specialists can identify a path individually tailored to a company in order to develop a suitable strategy.

The TOP 7 Employer Branding Trends 2020

1) Social media

Social media has made recruiting much easier. With just a few clicks, a potential employee can apply.
A profile on a social platform has many advantages. The user can present himself or present his own competences. It may attract the attention of potential employers and that may lead to an invitation to interview. Through career networks like XING and LinkedIn, job seekers can create an online CV and define their skills more precisely. The application process is made enormously easier by XING.
Through his knowledge and skills, the user receives job suggestions that might interest him.
If an employee is currently in a position, they can use career networks to expand their network or add new contacts.
On the start page, the user is shown current news and trends from subject areas, industries or companies that interest him. This way, he always stays informed and has everything in view.

In an application process, application videos are also becoming more and more relevant. Social media makes this easy to implement. Just record, upload, 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 approaches potential applicants and would like to get more information about that person. A career website quickly directs applicants to current job openings without any detours. Additional information for the future employee is important for the image of the company. Such elements include the corporate philosophy and the company’s own values in order to create transparency and build trust. In addition, a detailed advertisement of the activities and areas of responsibility for potential applicants.
A clearly recognizable site structure with ease of use is an important key.

Far too few companies, these days, have a meaningful and engaging career website.

3) Corporate blog

A blog about your own company or about specialist issues offers potential applicants an insight into the subject matter and their work. The blog is characterized by regular and up-to-date content. The corporate blog functions here externally as well as internally: It strengthens the bond with the company’s own employees and creates transparency externally. This provides an opportunity to actively involve employees and demonstrate appreciation. If even your own employees write posts in the blog, your company gains additional authenticity and credibility. Training blogs run by trainees are already successful and more and more companies are following suit with their own blogs.

4) Authenticity

In order to stand out positively from the competition as an attractive employer, it takes more than a “cool campaign” if this is only based on empty promises and thus conveys a false corporate image. Uniform communication that does not contradict itself is the be-all and end-all. This must already begin within the company in order to identify itself as a single entity. 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 exaggeration. This communicates the company’s own values and culture in a credible manner and visually reinforces them. But it is even more crucial to put the values and corporate philosophy into practice.

5) University marketing

In addition to social media, higher education marketing offers another way to reach Generation Y and Z. Both generations now have different and clearly defined expectations of their employer. Flexible working hours, home office and sufficient time for leisure and private life. It is crucial to reach students early on in order to represent a positive image as an employer. In addition to online-based university marketing, being present at training and job fairs is, of course, also part of getting attention. An attractive stand with sufficient information material and open-minded employees, possibly also current interns or trainees, are crucial for attracting new employees. Alternatively, or in addition, it is also effective to offer on-site lectures, workshops or events at the campus.

6) Active sourcing

Career networks, such as XING or LinkedIn, have been simplifying the application process enormously for some time. But not only for potential employees, but also for companies. The company can influence the recruiting process itself and thus has a wide choice of which people are shortlisted. A positive side effect is that this relieves the HR department. But other social channels like Instagram are also suitable. Instagram is pushing Facebook further and further into the background. Through visual representation, with the help of motifs from everyday working life, for example, even small companies or start-ups can reach the younger target group with simple means.

7) Video Content

First impressions count: A “how-to” video explained in just three minutes is much quicker to grasp and easier to understand than a text that is far too long. Every company wants to be visible and this succeeds with unique content. Video marketing has successfully established itself in recent months. Facebook and Instagram offer the perfect platforms for this. With this visual representation, companies reach even more applicants. Not only are videos more engaging, but by combining spoken text and moving images, they give customers a better overview of the product. The entertainment factor is in the foreground. A boring video is not the way to go.


Employer branding is growing and growing and is now indispensable for strengthening one’s own employer brand. More and more ways and measures reveal themselves. For a good strategy, it is essential to communicate one’s own values with transparency from the inside to the outside. There are several measures that can help optimize an existing strategy. You don’t build a good employer brand overnight; it’s a long process that never fully matures.