Employer Branding

Employer branding is a corporate strategy measure in which concepts from marketing, particularly branding, are applied to present a company as an attractive employer and to positively differentiate (position) it from other competitors in the labor market. The result is the employer brand, i.e. the way in which a company is deliberately designed to perceive it as an employer in the labor market. In this respect, the employer brand differs from the employer image, which has developed more historically and primarily through media influences.
The aim of employer branding is essentially to permanently increase the efficiency of personnel recruitment and the quality of applicants due to the hoped-for marketing effect. In addition, qualified and committed employees should be bound to the company in the long term through greater identification and by building an emotional bond.
The following aspects are important when building an employer brand:

- Identity and values ​​of the company
- The company's strengths as an employer (e.g. salary, culture, attractiveness of products, career opportunities, etc.)
- Needs and requirements of potential employees (e.g. salary, culture, attractiveness of products, career opportunities, etc.)
- The integrity of the employer brand (communicated but non-existent characteristics or services can have the opposite effect)
- The strengths of competitors in the labour market
- The current image of the company as an employer.

See also:
Benchmarking; Age Management; Corporate Identity; Branding; Strategic Management; Corporate Management; Corporate Culture; Corporate Mission Statement; Leadership
Reference to QET guidelines:
Q07 Human resources management; Q11 Branding; T01 Guidelines; T02 CI; T11 Marketing; T15 Benchmarking; T20 Certification

Included in QET Module M02 Employees

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