Employee health benefits and the use of a supplementary health insurance plan are key factors in enhancing an employer’s appeal. However, this alone does not constitute a compelling employer branding strategy. In the following article, branding expert Günter Moeller explains the benefits of a strong employer brand and how to build a relevant one.
Why an employer brand is essential
Against the backdrop of a growing shortage of skilled workers, developing and managing a strong employer brand has become an essential task. The goal of an employer brand is to position the company as an attractive and future-proof employer and to distinguish it positively from other competitors in the labor market. Essentially, it comes down to answering the central question: “Why should a talented person choose to join us, and how do we manage to retain our employees?”
1. The overarching goals of the employer brand
1.1 Recruiting Top Talent
In a job market where skilled workers often have the upper hand, companies must actively court the best candidates. A strong employer brand increases the number and quality of applicants, shortens the time to fill a position, and reduces recruitment costs.
1.2 Employee Retention
It has been proven that it is always more expensive to recruit and train new employees than to retain existing ones. An authentic employer brand that doesn’t make false promises leads to higher satisfaction and lower turnover rates. Satisfied employees become the company’s most credible brand ambassadors.
1.3 Increasing Engagement and Motivation
Employees who feel a sense of connection to the company and its mission are more motivated and more willing to go above and beyond their regular duties. A supportive leadership and work culture fosters a positive work environment, which has a direct impact on performance.
1.4 Strengthening the corporate brand as a whole
The employer brand and the corporate brand influence each other. A company known as an excellent employer is often perceived as more customer-friendly and trustworthy. A strong corporate and leadership culture fosters loyal employees who help the company weather difficult economic times.
2. You can build an attractive employer brand!
Step 1: Analyzing the employer's strengths and weaknesses
As with any strategy development, the process of building an employer brand begins with a self-critical assessment. The focus is on employee satisfaction and identification with the company, the employer’s strengths and weaknesses, and the company’s image. Topics such as corporate values and culture, leadership values, organization, career opportunities, and fringe benefits should be explored through an anonymous internal survey.
Step 2: Developing a mission statement for the employer brand
The employer value proposition (EVP) should be based on clearly defined strengths and values. It should be credible, authentic, and distinctive. Key elements include: a meaningful mission statement, corporate and leadership values, work organization, career opportunities, and fringe benefits such as supplementary health insurance.
Step 3: Implementing the employer brand strategy
The best strategy is only as good as its implementation. Once the employer brand guidelines are in place, they must first be implemented and communicated internally. Only when all managers and employees understand the guidelines can the employer brand be used credibly in the recruitment process. Proven channels for external communication include: the career section of the website, job postings, social media (LinkedIn, Instagram, TikTok), employee testimonials, and review platforms such as Kununu.
Summary
It is well-qualified, motivated, and dedicated employees who are the key drivers of a company’s success. Those who take a self-critical and proactive approach to the steps outlined here will be rewarded with the following benefits: recognition as an attractive employer, stronger employee retention, a more efficient recruitment process, and sustainable success in human resources and corporate development.
The author of this blog post is the founder and managing director of Herrmann, Moeller und Partner—a strategy consulting firm that has been supporting companies in all aspects of strategic corporate and brand development for over 30 years. Günter Moeller is also a member of the advisory board of Faktor Mensch.