A strong employer brand as a success factor
Employer branding refers to the strategic development of an attractive employer image – a concept that gained traction in the 1990s, especially in the context of talent shortages. The term reflects a shift in power dynamics: companies no longer simply choose employees – skilled professionals also choose their employers. Much like product branding, a strong employer brand provides guidance and confidence, especially in markets where objective comparisons are difficult. The goal is to attract and retain qualified professionals. This goes beyond a polished image: employer branding also means offering a working environment that aligns with employees’ needs.
Employer branding and strategic recruitment
Building an employer brand is a long-term endeavour. Companies that understand their target groups and tailor their offering accordingly position themselves early in the awareness set of potential candidates – ideally before any actual hiring need arises. Employer branding becomes even more effective when combined with active sourcing: companies proactively engage with suitable professionals and maintain strong networks. This strategic approach to recruitment and retention gives companies a competitive edge in the war for talent.
Articles on the topic
Skills-based recruiting – old wine in new skins?
Diversity? Yes, but for real!