Employer branding - finding and retaining good people

Employer branding is the order of the day. In the past, employers were often able to pick the best employees from an abundance of applications. Today, the decision-making power has shifted in favor of the applicants. The search for qualified staff is not only a hot topic in the hospitality, healthcare and social services sectors. There is also an acute shortage of skilled workers in IT and the construction industry.

Only with well thought-out employer branding can a company successfully market its added value in recruiting and position itself as an attractive employer. A strong employer brand not only has a positive influence on potential new employees, but also motivates those already employed by the company.

Employer branding versus corporate branding

The employer branding process can be compared to the branding process in marketing. The only difference is that HR marketing does not advertise products or services, but potential employees. And in the best case scenario, they already have the company in mind before actively looking for a job. But how?

From strategy to implementation

A long-term employer branding strategy is needed to develop a strong employer brand. This includes defining the goal, the target group and personas, the market situation and the values and messages to be conveyed. Employer value propositions are then used to lay the foundation for these messages. What employee benefits does the company offer? Which additional ones can be developed?

A communication workshop with Rocket helps you to identify the key messages, define personas and derive specific measures to successfully position the employer brand with potential employees.

Employee relationship marketing - with a focus on recruitment

There are always natural departures due to retirement or reorientation. New employees must be recruited on an ongoing basis in order to fill vacant positions and to ensure that there are enough employees in the future. In addition to employee recruitment, however, the other two areas of employee relationship marketing must not be forgotten:

Employee retention is an important cornerstone of sustainable employer branding. Satisfied and long-standing employees help to keep acquisition investments low and serve as influencers and intermediaries for employee recruitment. This means that new recruitment campaigns do not have to be constantly launched.

As returnees, former employees can often quickly regain a foothold in the company and appreciate the benefits of their new old employer. Employee recovery also includes returning employees who are available after a family break or long trip, for example.

Employee Journey

The Employee Journey shows the path from potential employee to permanent employee and defines the communication tools required for this. The first step is to draw attention to the vacancy. The interested person must then be provided with the necessary job information. The third step is the application and ideally the employment of the person. In the important and final step, employees who have been hired recommend the employer to others and thus get the employee journey rolling for the next potential employees.

The Career Website

An independent career website lays the foundation for the employee journey and acts as a hub for all communication measures. Further advantages of a career website are:

• Attractive presentation of practiced values & employee benefits
• Testimonials from existing employees as inspiration
• Simple application process without major hurdles
• Display vacancies free of charge on Google Jobs (through correct implementation)
• Young, fresh design that stands out from the main page
• Quick access to information

In addition to creating a career website, there are other (supplementary) tools for implementing a successful employer branding strategy. For example, the production of an image video, as Rocket did for Livit AG, among others. Or the concrete planning of employer campaigns, such as for Viva Lucerne.