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Employer branding

Are you having trouble finding and retaining qualified employees?

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

Company identification is becoming increasingly important, for both employers and employees. Statistics, surveys, and studies show that young talent can no longer be won over solely by salary, pension benefits, or free drinks.

They pay far more attention to team spirit, the company culture, and their employer's values. Life is short, and those who have a choice spend most of their day in an environment where they feel comfortable or with which they readily identify.

We can support you on your journey to becoming a brand loved by your employees, a LOVE BRAND.

Your contact

Rita Kuske

+49 17 096 01 600
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Anticipate systematically with employer branding

First, let's clarify some terms. Employer branding and employer value proposition (EVP) are two related but distinct concepts, both aiming to increase 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 encompasses all measures aimed at shaping 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 corporate culture.

Employer Value Proposition (EVP):

  • The Employer Value Proposition is a central element of employer branding and refers to the unique offering that a company provides to potential and existing employees.
  • It encompasses all aspects of the employment relationship between employer and employee, including company culture, working conditions, development opportunities, remuneration and benefits.
  • The EVP is designed to meet the expectations and needs of employees and to convince them that the company is an attractive employer.

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

To communicate values ​​and corporate vision, various measures are now available in personnel marketing. But how does a company identify the core message and how do it get to the heart of the matter?

The foundation for this is the so-called Employer Value Proposition (EVP). The EVP is the core message and value proposition that the employer offers its employees. It describes what current and future employees can gain and expect from working for the organization. However, the EVP should not be confused with benefits such as salary or vacation days. The focus is much more on the cultural level. What is the general work culture, the daily work environment, and employee communication like?

An Employer Value Proposition (EVP) is essential for every company; it captures the employer brand. What values ​​does your company stand for, and how does it intend to develop in the future? These questions are crucial in determining whether today's talent will want to start or continue their careers with your company. Employer branding is a key tool for defining the answers to these questions. The more individually formulated the EVP, the more credible and powerful it is.

To help you become a love brand as an employer, we support and guide you with our expertise in your "Employer Branding Project" from goal setting through 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 consists of several key elements that together create 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. Company values, traditions, and working methods should be clearly defined and embraced by employees.

  • Attractive working conditions: Flexible working hours, the possibility of remote work, generous holiday arrangements, a pleasant working environment and a balanced work-life balance are crucial factors that increase the attractiveness of an employer.

  • Development opportunities: Providing development opportunities and career paths for employees is important to promote their professional development and strengthen their commitment to the company.
  • Competitive compensation and benefits: A competitive salary and additional benefits such as health benefits, company pension schemes, employee discounts and bonus systems help to attract and retain employees.
  • Innovative technologies and working methods: The provision of modern technologies and the promotion of innovative working methods demonstrate 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 builds trust and fosters engagement. Employees should be regularly informed about company goals, developments, and changes.
  • Diversity and inclusion: Promoting diversity and inclusion in the workplace is a key element of a successful employer brand. Companies that foster a diverse workforce and create an inclusive work environment attract talented employees from a variety of backgrounds.
  • Employee engagement and participation: Involving employees in decision-making processes, promoting feedback and the exchange of ideas, and recognizing and appreciating achievements all contribute to increasing employee engagement and creating a positive working atmosphere.
  • Reputation and public perception: A company's public perception and reputation 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 media presence all contribute to positioning the company as an attractive employer.

Actively cultivating these elements and continuously 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 job market, it is becoming increasingly important for companies to position themselves as attractive employers in order to attract and retain qualified talent. A key element for success in this area is the implementation of employer branding projects. These projects are designed to strengthen the employer brand and position the company as an attractive employer. Here are some proven strategies and practices for the successful implementation of such projects:

  • Analysis and Objectives: Before launching an employer branding project, it is essential to conduct a thorough analysis to understand the current perception of the company as an employer and to define the project's objectives. This can be achieved through internal employee surveys, external market research, and benchmarking against competitors.

  • Developing an Employer Value Proposition (EVP): The EVP is the core of a successful employer branding project. It defines the company's unique offering as an employer and encompasses aspects such as company 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, consider their opinions and ideas, and win them over as ambassadors for 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 communicate the employer brand externally. This can be achieved 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 (Employee Value Proposition).

  • Measurement and Evaluation: To measure the success of an employer branding project and continuously improve it, it is important to define clear metrics and key performance indicators (KPIs). These can include the number of applications, employee retention, employee satisfaction, and the company's perception as an employer. Regular measurement and evaluation allow weaknesses to be identified and adjustments to be made to increase the effectiveness of the employer branding project.

Overall, the successful implementation of employer branding projects is a crucial factor for a company's long-term success 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 choose IQX for employer branding?

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.