Employer branding

Employer Marketing: How Companies Attract and Retain the Best Talent

The competition for qualified professionals is a central challenge for companies. The 'War for Talents' particularly presents a difficult task for small and medium-sized enterprises (SMEs), as they often cannot compete with international corporations. But how can a company still be perceived as an attractive employer? The answer is: through targeted employer marketing, also known as Employer Branding.

What is Employer Marketing?

Employer marketing describes the development and maintenance of a strong employer brand. The goal is to present oneself as an attractive employer to win qualified employees and retain existing talents in the long term. Employer marketing draws on methods of classic personnel marketing.

With digitalisation and new working models such as remote work and home office, the job market has changed. Qualified professionals can often choose whom they want to work for. Therefore, it is more important than ever to stand out positively as an employer and to build a strong employer brand.

What Makes a Good Employer Brand?

A strong employer brand is like the DNA of a company - it shapes the image and identity of the company. But what makes an employer brand attractive?

1. Clear Values and Corporate Culture

Employees want to identify with their employer. Companies should therefore communicate their values transparently and live them actively.

2. Work-Life Balance and Development Opportunities

Flexible working hours, home office options, and further training are crucial factors for many applicants. Companies that create such offerings score points with potential employees.

3. Attractive Compensation and Benefits

In addition to salary, benefits such as company pension plans, health programmes, or childcare play a significant role for many in choosing an employer.

4. Appreciative Corporate Culture

Open communication, fair management, and involving employees in decision-making processes increase satisfaction and loyalty.

The Two Forms of Employer Marketing

Employer marketing can be divided into internal and external employer branding.

1. Internal Employer Marketing (Employee Retention)

Goal: To retain existing employees in the long term.

Measures:

• Define and embody corporate values

• Create further training opportunities

• Offer career opportunities within the company

• Enable good work-life balance through flexible working models

• Provide attractive compensation and benefits

2. External Employer Marketing (Employee Recruitment)

Goal: To attract new talents to the company and inspire them to apply.

Measures:

• Authentic careers page on the website with employee testimonials

• Presence on social media (LinkedIn, Instagram, Facebook)

• Employer branding campaigns and recruiting videos

• University marketing (cooperations with universities)

• Maintain evaluation platforms like Kununu

The 3 Functions of Personnel Marketing

Personnel marketing takes on three essential functions within employer marketing:

1. Recruiting

Companies implement targeted measures to attract talents. These include job advertisements, university cooperations, or active sourcing through LinkedIn.

2. Employee Retention

Retaining employees is essential to avoid attrition. A strong corporate culture, further training, and good working conditions contribute to long-term employee satisfaction.

3. Employee Development

This is about further developing existing employees, for example through training, mentoring programmes, or career advancement. This way, positions can be filled from within, saving the company costs.

Conclusion: Why Employer Marketing is Indispensable

Employer marketing is not an add-on but a necessity to thrive in the war for talents. Companies that build a strong employer brand benefit from higher quality applicants, lower turnover rates, and a better external perception.

Today, companies must actively position themselves as attractive employers – because not only do employees apply to companies, but companies must also 'apply' to potential employees. A targeted strategy in internal and external employer branding is the key to success.