Employer Branding. How to make your company an attractive employer

This paper offers a guideline for implementation in business practice. With regard to medium-sized companies, I will focus on the building blocks and success factors of sustainable strategy development.

In my further approach, I will first clarify the term employer branding, distinguish it from other terms and introduce it with the help of a recognized definition. In a second step, I will explain the goals and areas of impact of employer branding as well as the associated positive benefits. In the following chapter, I will then explain how to proceed with systematic planning and implementation and what should be taken into account. From this, I will once again highlight and deepen the most important factors critical to success. Finally, based on summarizing considerations, I will give an outlook on the importance of the topic for personnel development.

This project work answers the following questions:
1. why employer branding? -> reason and objective
2. what is employer branding? -> conceptual delimitation and definition
3. what does employer branding want? -> Goals and impact dimensions
4. how to proceed with employer branding? -> Strategy development and implementation
5. what are success factors for implementation? -> factors critical to success
6. what can be concluded? -> Summary and outlook

Inhaltsverzeichnis (Table of Contents)

• 1. Introduction
• 1.1. Problem definition and relevance of the topic
• 1.2 Objective and structure of the work
• 2. What is employer branding? – Conceptual boundaries and definition
• 2.1. Conceptual boundaries
• 2.1.1. Corporate brand - Product brand - Employer brand
• 2.1.2. Employer image - employer brand
• 2.1.3. Personnel marketing - employer brand
• 2.2. Definition of Employer Branding
• 3. What does employer branding want? – Objectives and dimensions of impact
• 3.1. Objectives of Employer Branding
• 3.2. Impact dimensions and positive benefits of employer branding
• 3.2.1. Recruiting
• 3.2.2. Retention
• 3.2.3. Corporate culture
• 3.2.4. Performance and performance (performance and talent management)
• 3.2.5. Corporate Brand/Image
• 3.2.6. Other benefits
• 4. How to proceed? – Strategy development and implementation
• 4.1. The stocktaking exercise: Analysis of the initial situation (actual)
• 4.1.1. Strengths and weaknesses as an employer
• 4.1.2. Applicant target groups and their expectations
• 4.1.3. Appearance and performance of competitors
• 4.2. Definition of one's own employer brand/identity (target)
• 4.3. Development of an internal and external communication strategy
• 4.3.1. Internal Employer Branding
• 4.3.2. External Employer Branding
• 4.3.2.1. Job advertisements in newspapers and magazines
• 4.3.2.2. Online job advertisements
• 4.3.2.3. Career Website
• 4.3.2.4. Public relations as an employer
• 4.3.2.5. Participation in employer rankings
• 4.4. Control and anchoring of employer branding in the company
• 5. Success-critical factors
• 5.1. Overall strategy instead of isolated solutions for sub-areas
• 5.2. Strategy, strategy, strategy
• 5.3. Employer branding is a "matter for the boss"
• 5.4. Brand maintenance begins in enterprise
• 6. Summary considerations and outlook

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This work aims to explore the concept of Employer Branding, outlining its importance in today's competitive job market. It seeks to provide a comprehensive understanding of the subject, including its definition, objectives, and implementation strategies. The work focuses on addressing the growing need for qualified personnel, particularly within the context of a shrinking workforce.

• Defining and clarifying the concept of Employer Branding
• Analyzing the objectives and benefits of employing Employer Branding strategies
• Developing a practical framework for implementing Employer Branding initiatives
• Highlighting key success factors for effective Employer Branding
• Exploring the importance of integrating Employer Branding strategies into company culture

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction This chapter introduces the concept of Employer Branding and its relevance in today's competitive business environment. It highlights the growing need for qualified personnel and discusses the challenges faced by companies in attracting and retaining skilled employees.
• Chapter 2: What is Employer Branding? – Conceptual Boundaries and Definition This chapter delves into the concept of Employer Branding, defining its boundaries and differentiating it from related concepts such as corporate branding and personnel marketing. It establishes a clear understanding of what Employer Branding entails.
• Chapter 3: What does employer branding want? – Objectives and dimensions of impact This chapter explores the objectives of Employer Branding and its impact on various aspects of a company, including recruitment, retention, corporate culture, and overall brand image. It outlines the positive benefits that can be achieved through effective Employer Branding strategies.
• Chapter 4: How to proceed? – Strategy development and implementation This chapter focuses on practical steps for developing and implementing Employer Branding strategies. It outlines a systematic approach that involves analyzing the company's current situation, defining its employer brand identity, and creating internal and external communication strategies. The chapter also addresses the importance of continuous monitoring and evaluation.
• Chapter 5: Success-critical factors This chapter discusses key factors that are crucial for the success of Employer Branding initiatives. It emphasizes the importance of developing a holistic strategy, ensuring consistent execution, and actively engaging senior management in the process. The chapter highlights the importance of establishing a strong employer brand culture within the company.

Schlüsselwörter (Keywords)

The key topics and themes of this work include Employer Branding, talent acquisition, workforce development, recruitment strategies, employer attractiveness, employee retention, corporate culture, branding, communication, and strategic management. The work explores the practical application of Employer Branding principles within various industries and emphasizes its significance in achieving long-term organizational success.

Details

• College: WiSo-Führungskräfte-Akademie Nürnberg (WFA)
• Grade: 1.0
• Author: Claudia Sack (Author)
• Publication Year: 2008
• Pages: 34
• Catalog Number: V1222613
• ISBN (eBook): 9783346633163
• Language: English
• Tags: employer branding