In a nutshell
The labor market is changing. In times of a shortage of skilled workers, companies are in a position to advertise themselves as employers – not the other way around. Here, a strong employer brand is crucial for success. Based on the individual brand identity, we establish an employer brand that makes a company a top-of-mind employer – internally and externally.
As a kick-off for the development of the employer brand, we conduct a four-hour workshop. Together we discuss goals, wishes and pain points. In addition, we analyze the market, competitors, previous personnel marketing measures.
What makes your company stand out as an employer? In terms of employer brand, it is also crucial to position yourself accurately. The so-called Employer Value Proposition captures your own and individual employer brand promise.
Only 20% of potential candidates are actively looking for a job. The majority of people are not looking directly, but are open to a career change. This is where social recruiting becomes exciting, in order to reach people primarily in their private environment and (due to the data basis) in a targeted manner and without wastage.
The career site is an important part of the candidate journey. Landed there, it means that the person is already very interested and at best ready to apply or at least looking for information about the company. Therefore, the company should show its best side, just like on the homepage. We revitalize the existing career site of our Customers or realize a new one and follow the promising standards.
Based on the brand voice defined in the brand workshop, we set up job ads that always hit the right note. We are also happy to revise existing job advertisements and adapt them to our standards.
In addition to the regular career page, job-specific landing pages are sometimes useful – especially when things have to move quickly. Here it is possible to set up conversion-optimized content that is even more specific to the very individual needs of the different jobs.
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In today’s world, companies need one thing above all else: authenticity in the workplace. In the past, it was sufficient to activate the employer brand’s advantage communication only internally. Nowadays, a sophisticated employer branding strategy is needed to convince the outside world of the company as a good employer and to have a chance in the war for talents.
Taking the strategic workshop as a basis, we help start-ups, companies and brands to put their employer brand in the right light with authentic, strongly designed career pages and specific social campaigns and job landing pages, thus convincing not only job seekers but also their own employees that they are an employer.
“When the products, services and corporate design become the face of a company, the employer brand is the heart and soul.”
André Schirmer, Managing Director
Research and analysis
We do not guess into the blue. We want to get to know and understand the company, its plans and goals – over a cup of coffee (it doesn’t have to be black). Together we evaluate the positioning, competition and architecture of the corporate brand. We must first immerse ourselves in your corporate cultureso that we can swim our lanes safely. Next step: Your employer brand.
Conception and design
We give your brand personality an expressive face. So that you see your business as we see it, we create a concept that outlines colors, shapes, logo and typo. Your Go is our starting signal and we go into designing. No idea is lost: We record everything essential in our guidelines. So that you have a solid foundation on which to build excellent visualized brands.
Realization and communication
Thought locks are all well and good – we also want to bring outstanding concepts to the road. As digital natives, we support you in the rollout of your brand. Whether social media marketing, ad campaigns, website and more – individual goals require individual services. We give our all every day. Our unyielding sense of aesthetics and innovation allows nothing else.
The sum of all measures that pay on the positive image of your employer brand are called employer branding. An employer brand helps to draw the attention of potential candidates to your company, but also to retain your own employees in the long term. An employer brand therefore has both an inward and an outward effect.
Employer branding should be firmly anchored in the HR department’s marketing strategy in order to create an attractive employer brand. The goal? Positioning your own company as an attractive employer in order to stand out from a large number of competitors and to attract employees to your company and retain them in the long term.
The measures of the employer branding strategy vary and are always dependent on the specific goals. In general, however, it should be said that it should almost always start with a strategy workshop, because strong brands need one thing above all: a strategic foundation. Based on this, it may then be sufficient to either post job landing pages for a specific position that needs to be filled quickly, or it may be necessary to revise the existing career site. But internal measures may also be required: For example, employee surveys or a strategic rethinking of the current benefits for your own employees in order to make you more attractive as an employer.
Employer branding pursues goals in two directions: On the one hand, outward, i.e. everything that happens outside your company, and on the other hand, inward, i.e. everything that happens internally and affects your employees and working conditions. Both should be equally weighted, because only if it is right on the inside can an employer brand also radiate positively to the outside.
Externally, employer branding supports your recruiting, among other things. After all, it’s all about attracting new employees. All outward-facing measures are therefore designed with new – potential – candidates as the target group.
Attracting employees is one thing, but retaining them is another. This is also where employer branding comes in, because it is about retaining employees and increasing their productivity and effectiveness.
As an agency for branding and digital design from Dortmund, our designers and brand strategists specialize in the development and design of outstanding brands. In order to meet the ever-changing market demands of our fast-moving times, we develop digitally strong brands and designs that are unique and remain so. We never stop learning and are always on the lookout for new or better solutions to respond agilely to trends and new requirements.
Our brand strategy workshops serve as an essential foundation for our work, on which brand positioning, naming, claiming, brand architecture, brand values and everything else are built. Because brands only grow upwards successfully from the inside out. In addition, we support start-ups, medium-sized businesses, companies, brands and marketing departments but also in all tasks in the areas of corporate design, graphic design, communication design, motion design, print design and employer branding.
Schwarz+Matt has made it its mission to transform communication through digitization. Our team bundles expertise in the field of design and provides support in sustainably improving the visual brand presence and increasing the brand value.
The focus of our work is on the implementation of integrative processes. We pursue the goal of working not only for, but with our customers. We want to be more than an external service provider – as part of our customers’ internal marketing department. This enables us to tap into new target group potential, intensify existing customer relationships and sustainably increase growth.