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Employer branding

Are you having problems finding and retaining qualified employees?

In an increasingly globalized and digitalized working world, companies face a variety of challenges when it comes to attracting, retaining and motivating qualified employees. These challenges range from an increasing shortage of skilled workers in certain industries to a growing need among employees for meaning and work-life balance.

Identification with a company is becoming more and more important, for employers as well as for employees. Statistics, surveys and studies show that young talent can no longer be convinced solely by salary, pension provision or free drinks.

They pay much more attention to the team spirit, the corporate culture and the values ​​of their employer. Life is short and those who can choose to spend most of their day in an environment in which he or she feels comfortable or in an environment with which he or she likes to identify.

We can support you on your way to becoming a LOVE BRAND that your employees love.

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Rita Kuske

+49 17 096 01 600
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Anticipate systematically with employer branding

First, a clarification of terms here. Employer branding and employer value proposition (EVP) are two related, yet different concepts, both aimed at increasing a company's attractiveness as an employer.

Employer branding:

  • Employer branding refers to a company's strategic efforts to develop, maintain and strengthen its employer brand.
  • It includes all measures aimed at forming and communicating the company's image and reputation as an employer in order to attract potential applicants and retain existing employees.
  • Employer branding includes various activities such as external communication (e.g. via career websites, social media, recruiting events), internal communication, employee engagement and development, and the creation of a positive company culture.

Employer Value Proposition (EVP):

  • The employer value proposition is a central element of employer branding and refers to the unique offer that a company offers potential and existing employees.
  • It covers all aspects of the working relationship between employer and employee, including company culture, working conditions, development opportunities, compensation and benefits.
  • The EVP is aimed at meeting the expectations and needs of employees and convincing them that the company is an attractive employer.

Overall, it can be said that employer branding is the overarching concept that aims to design and communicate the employer brand, while the employer value proposition is a specific element of employer branding that represents the company's unique offer to employees.

There are now various measures in personnel marketing to convey values ​​and corporate visions. But how do you find out the core of the message as a company and how do you get to the point?

The basis for this is the so-called Employer Value Proposition (EVP for short). The EVP is the employer’s core message and value proposition to its employees. It describes what current and future employees can expect and expect from working in the organization. However, the EVP should not be confused with benefits such as compensation or vacation days. Rather, the focus is on the cultural level. What is the general work culture, the daily working atmosphere and the communication of the employees?

An employer value proposition is essential for every company; it captures the employer brand. What values ​​does your company stand for and how does it want to develop in the future? These questions are crucial to whether today's talents want to start or continue their careers in your company. In order to define the answers to this, employer branding is a central tool. The more individually formulated the EVP is, the more credible and stronger it is.

So that you as an employer become a love brand, we support and accompany you with our expertise in your “employer branding project” from goal setting to positioning development and analysis to creative implementation, thus ensuring a consistent employee experience.

What makes an employer brand a LOVE brand?

A successful employer brand is made up of several key elements that together form a positive perception of the company as an attractive employer.

  • Authentic corporate culture: A clear and authentic corporate culture is the foundation of a strong employer brand. The company values, traditions and way of working should be clearly defined and lived by the employees.

  • Attractive working conditions: Flexible working hours, the ability to work remotely, generous vacation regulations, a pleasant working environment and a good work-life balance are crucial factors that increase the attractiveness of an employer.

  • Development opportunities: Providing employees with development opportunities and career paths is important to promote their professional development and strengthen their loyalty to the company.
  • Competitive compensation and benefits: Competitive compensation and additional benefits such as health benefits, company pension plans, employee discounts and bonus systems help to attract and retain employees.
  • Innovative technologies and working methods: Providing modern technologies and promoting innovative working methods shows that the company is up to date and offers its employees the opportunity to work efficiently and productively.
  • Transparent communication: Transparent communication between managers and employees creates trust and promotes commitment. Employees should be regularly informed about company goals, developments and changes.
  • Diversity and Inclusion: Promoting diversity and inclusion in the workplace is an important element of a successful employer brand. Companies that foster a diverse workforce and create an inclusive work environment attract talented employees from diverse backgrounds.
  • Employee engagement and participation: Involving employees in decision-making processes, encouraging feedback and the exchange of ideas, and recognizing and valuing achievements help to increase employee engagement and create a positive work atmosphere.
  • Reputation and public perception: The public perception and reputation of a company as an employer are also important elements of a successful employer brand. Positive reviews on rating platforms, awards as a top employer and a strong presence in the media help to position the company as an attractive employer.

Actively cultivating these elements and continually developing them can build a strong employer brand that helps attract, retain and motivate the best talent.

The process of an employer branding project

In today's global labor market, it is becoming increasingly important for companies to position themselves as attractive employers in order to attract and retain qualified talent in the long term. A key element for success in this area is the implementation of employer branding projects. These projects are aimed at strengthening the employer brand and positioning the company as an attractive employer. Here are some proven strategies and practices for successful implementation of such projects:

  • Analysis and Goal Setting: Before starting an employer branding project, it is important to conduct a thorough analysis to understand the current perception of the company as an employer and determine the goals of the project.

    This can be done through internal employee surveys, external market research and benchmarking with competitors.
  • Development of an Employer Value Proposition (EVP): The EVP is the heart of a successful employer branding project. It defines the company's unique offer as an employer and includes aspects such as corporate culture, working conditions, development opportunities and compensation. Developing a compelling EVP should be based on a thorough analysis of employee needs and expectations.

  • Internal communication and employee engagement: The successful implementation of an employer branding project requires the active involvement of employees. It is important to involve employees in the process early on, take their opinions and ideas into account and win them over as ambassadors of the employer brand. Clear and transparent internal communication about the project's goals and progress is also crucial.

  • External communication and employer branding activities: In addition to internal communication, it is important to also communicate the employer brand externally. This can be done through targeted employer branding activities such as career websites, social media, recruiting events, employer branding campaigns and partnerships with educational institutions. The messages should be consistent and authentic and reflect the company's EVP.

  • Measurement and evaluation: In order to measure and continuously improve the success of an employer branding project, it is important to set clear metrics and key figures. This can include the number of applications, employee retention, employee satisfaction and the perception of the company as an employer. Through regular measurement and evaluation, weak points can be identified and adjustments can be made to increase the effectiveness of the employer branding project.

Overall, the successful implementation of employer branding projects is a decisive factor for the long-term success of a company in the competition for talent. By building and maintaining a strong employer brand, companies can not only attract and retain the best talent, but also strengthen their competitiveness and ensure long-term business success.

Why employer branding with IQX?

We know: Consulting often ends where the actual change begins. That's exactly why we do more than just make smart recommendations - we take responsibility and implement them. From our many years of experience as management consultants, we know the challenges that companies face when it comes to not only developing strategies, but also successfully implementing them.

This is where our unique approach comes in: We not only offer in-depth analyzes and tailor-made concepts, but also accompany you through the implementation as interim managers. As part of your team, we work directly in your company, take on operational responsibility and ensure that changes really take effect.

Our advantage? We already know your business from an in-depth analysis, know the details and have an unbiased view of the existing structures. This enables us to act faster and more targeted. While other interim managers still have to understand the context, we are already in the middle of the action - with the knowledge of a consultant and the determination of a manager.

Our combination of consulting expertise and operational leadership ensures that we don't just talk, but act. We create clarity, provide guidance and get things moving while at the same time setting the course for long-term success. The end result is a company that is not only more stable, but also emerges stronger from the change.