Employer Branding: Get the best on board and keep them

The whole world is talking about the lack of skilled workers. With an experience-oriented Employer Brand, you can gain and keep employees who fit into your company. Digital content plays a crucial role here.

Employer Branding: Get the best on board and keep them

The whole world is talking about the lack of skilled workers. With an experience-oriented Employer Brand, you can gain and keep employees who fit into your company. Digital content plays a crucial role here.

Have a think about your own experiences: looking for skilled workers and management employees is getting harder and harder. Wages and prestige are no longer motivators for changing jobs, rather it is predominantly company culture, flexibility, development opportunities, responsibility and experience which affect this. For companies, this means company culture needs to be lived, and an employer brand needs to be communicated. This is the only way you can get the best employees on board and keep them.

First contact with employer brand is online

Tailor-made to suit employees’ needs, the employer brand reflects what it is that makes a company unique, without being too over the top. It is then cemented via a range of communication channels. Today, the internet is the number one source of information for people looking to learn about potential employers. Job-seekers want to find out what their future position might look like, what values are enshrined in the company, what is the CEO saying, and who are their potential future colleagues. Companies must meet these demands with adequate tools and content, for example:

  • CEO video: The Manager talks about the visions and aims which the company is pursuing.
  • HR video: An employee explains which development programme he is following and how he is supported by HR and his manager.
  • Employee video: An employee presents his team’s work.
  • Blog: Employees pass on industry knowledge.
  • Social media: The Management offers congratulations on a successful project, employees post photos of a team excursion. The company posts news items.

Digital instruments also enrich internal relationships

The most important bearers, sculptors and ambassadors of your employer brand are the employees who take on this role 24/7. They shape and live the company culture every day, and especially at special company occasions. These days, people want to share experiences in their private lives with photos, videos and comments. Why not also satisfy this need in the world of work and even promote it in the sense of employer branding?

A mobile intranet, for example, that works on employees’ smartphones, as well as tablets and PCs, allows people to send and receive information at any time. The trainee has photos from the apprenticeship camp on his mobile phone for when he talks about it to colleagues. This helps him to relive the experience once more. Moreover, important information is always right at hand. Employees exchange information amongst themselves and with the Management, the Management presents new employees, new text and video posts are commented on etc.

Participation is the key to identification. The same goes for the aforementioned employee blogs. All those who participate are a part of the brand, and therefore more invested in its overall success.

 More about Employer Branding

5 tips for successful employer branding

It’s nothing new: With targeted employer branding, you can secure new employees and make existing employees more enthusiastic about the company. But despite the clear benefits, few companies professionally implement employer branding. The pressure to act causes this failure in many companies.

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