For some employers, employer branding is a significant part of marketing. The focus here is on marketing themselves as an attractive employer and thus strengthening the brand. This article is about the connection between employer branding and personnel marketing and about internal and external measures with which you can draw attention to your company as a potential employer.
The terms employer branding and personnel marketing are often compared or used synonymously. However, the difference is significant. First, both HR marketing and employer branding have the overarching goal of positioning themselves as an attractive employer and using a consistent, authentic employer brand to attract the right career starters and new hires. However, while HR marketing encompasses a range of operational measures to engage with candidates and communicate one’s message to them, employer branding describes the crucial definition and strategic foundation.
Internal & external measures in employer branding
Important branding measures include internal and external factors. These can be put together individually depending on the organization and should be played to the target group. The premise is that comprehensive employer brand building has been carried out in advance, the employer value proposition formulated and the target group defined.
Internal measures: You can do this internally!
Here are examples of internal measures:
Communicate results of the employer branding process internally
Involve employees in processes
Optimize Candidate Journey
Establish employer brand feedback
Train employees
Offer continuing education opportunities and workshops
External measures: How to attract external attention to your company!
Next, we have examples of external measures:
Prominently display career website
Integrate company insights on website
Connect with target audience using social media, such as recruiting films and employee blogs
Present yourself as a potential employer at trade fairs and other events
Offering placement bonuses, workshops, and continuing education opportunities
Draw attention to the company through sponsorships
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