Comprehensive branding naturally starts with corporate branding. The brand identity, brand essence, and brand values are anchored in the corporate brand. The same applies to the brand personality, which is expressed in design, language, and behavior. The corporate brand is the key issue for making one’s mark and for differentiating. It is the “big picture” and central image that should be anchored in the markets. Nevertheless, the corporate brand has to provide some “wiggle room.” The sales markets with their various target groups have different expectations and needs than the relevant groups in financial and opinion markets do. The same applies to labor markets, which consist of staff members, managers, and of course, potential staff members.
The purpose of the employer brand is to interpret the corporate brand for the labor markets and to convey the brand positioning correspondingly both internally and externally. The development of the employer brand at the branding agency has three phases:
- The analysis phase delivers the status quo (current state) in the company from secondary sources and primary data. It essentially concerns aspects such as culture, identity, values, and brand experience.
- The strategy phase concerns deriving which central elements of brand positioning are to be highlighted for the employer brand. The employer value proposition is formulated and possibly varied for various business units, countries or regions, or sub-brands. Building on the employer brand proposition, communication strategies consisting of topics and messages for internal and external target groups can be defined and corresponding creative ideas developed.
- The implementation phase implements all this. Concretely, the positioning of the employer brand is introduced to managers and staff members, along with being integrated into the HR processes internally and recruiting externally. Ongoing management and control is also essential here in the sense of holistic branding.
Of and for itself, an employer brand is nothing new. In the context of corporate branding, on the one hand, and the development of the labor markets, on the other, employer branding receives a new role. Today, prospective employees and staff members wish to be courted and to work in companies that have a good reputation and magnetic attraction. Actively shaping the employer brand can make an important contribution toward, for example, inspiring employees, increasing attractiveness and productivity, creating certainty of growth, and managing internationalization. Moreover, employer branding is an instrument to meet the challenge of a lack of skilled workers and to win in the so-called “War of Talents.”
For us as a branding agency, employer branding also focuses on further areas. A lack of skilled workers is one point, especially in technology-oriented B2B enterprises. The other is managing up to five generations in a company, in departments, and in teams: Baby Boomers meet Millenials. Effective recruiting and forging close links with employees gives companies latitude to grow. When the employer brand is truly lived, this has a positive effect on employee retention and recruiting new employees, radiates onto the corporate brand and corporate culture, and displays its powerful effect in the form of performance and profit. Enthusiasm on the part of staff members and job candidates supports the direction of the company.