Goal in employer branding

The goal of employer branding is to build a strong and positive employer brand that sets the company apart from other employers and has a higher appeal to talent. This can help to increase employee retention and satisfaction, facilitate the recruitment of qualified applicants and position the company as an attractive employer.

Successful employer branding usually involves a combination of measures, such as creating a positive work environment, developing career opportunities and training programs for employees, promoting corporate culture and values, and actively communicating and marketing the employer brand internally and externally.

Employer Branding Agency

Do you want to attract outstanding employees to your company and stand out from the competition? Then a good employer branding agency is indispensable. But what exactly constitutes such an agency and what are the goals of employer branding?

In this article, we will give you a comprehensive overview of the most important aspects and show you which strategies and incentives help to retain employees and attract new talent. You will also learn when it makes sense to work with an employer branding agency and what costs you may incur.

• Employer Branding Agency

Internet ratings are too often ignored

Everyone is talking about online marketing, performance optimization and sales funnels. That’s great! But companies often forget the “simple things”.

Today we present you an extremely simple, at the same time efficient, marketing method:

The “small, first, good assessment

Extremely underrated, someone hears about “you” and searches for “you” directly on smartphone.

• Search query 1: “Company X
• Search query 2: “Company X reviews”

Now, if you have only one rating, it makes up the “whole” digital image of your company.

If interested in a rating?

Study: Influence of online ratings

Let’Let’s take a look at whether people care. For that, here’s an old and proven study. When you read online reviews about products or services, to what extent do they influence you?

Depending on the age group:

• 91-95% – ratings provide orientation
• 78-90% – Increase confidence in an offer
• 74-89% – Influence the purchase decision
• 53-57% – Ratings provide inspiration.

You can find more statistics at Statista

A real killer for startups in particular

Just one negative rating can be a real killer, especially for startups. Even without this effect, statistically 90% of startups fail in the first 5 years. So every strategic advantage helps in the “fight” for survival.

Even companies that have been on the market for over 10 years according to the commercial register tend to forget their digital reputation. Of course, you have the advantage of already having regular customers and (offline) referral marketing, word-of-mouth.

Example: 1 star / 5 stars in comparison

Here is a practical example of how a 1-star rating compares to a 5-star rating.

Important – you will now look at the Google Maps screenshot for 5 or even 10 seconds. In a real situation, looking for a company for task X, you would pay attention to a strange company only 2, 3 seconds and then, directly click on the next one.

1 star rating: Bad for your online image

5 star rating: Good for your online image

Disadvantages of bad ratings

You can probably already guess the disadvantages of bad reviews.

You lose prospects and customers – disadvantage 1

You lose prospects looking for you, reviews or experience. Remember the study. 90% or more, use reviews to guide their buying decisions. 74-89% are also directly influenced by reviews when it comes to actually buying. Let’s say half of the prospects don’t call them. What if you could change that, in just 3, 4 minutes? You can!

Tip. Change now, in 3, 4 minutes

Now go to Google Business, enter your company and ask acquaintances, colleagues or business partners to give the first, second or even third positive review.

• 91-95% – ratings provide orientation
• 74-89% – Influence the purchase decision

Algorithm excludes your company – disadvantage 2

There is one more reason why you should take care of your Google reviews. If your ratings are too bad, the algorithm simply does not show you anymore. Especially in cities with high competition density very unfavorable for your new customer acquisition.

An algorithm decides what “happens”, i.e. what is shown, done and what is not. The criteria for this are set by people and programmers make a program code out of it, the algorithm. A small program code that evaluates content.

Simply put, the algorithm might look like this:

• Rating < 2 stars: Do not show if sufficient > 2 stars available
• Rating < 3 stars: Do not show if sufficient > 3 stars available
• Rating < 4 stars: Do not show if sufficient > 4 stars available
• …

Reviews on Facebook, Kununu, etc.

There are many online rating platforms, whether rating platform itself (like Kununu for employers) or social networks like Facebook. So already in the first steps of your marketing concept, you should think about the “small, first, good evaluation”.

Zalando: Urban since day 1

Zalando is now one of the largest fashion companies. Very early on, the company focused on unique characters instead of the classic “beauty ideal” in advertising.

In this way, the fashion company appeals to a very young, urban target group with its marketing communication as a whole. The advertising clips can be seen not only on TV or in streaming portals as an ad, but also on YouTube and Instagram you can watch the campaign again – cross-media.

Campaign: Your values. Here to stay – video

Here are a few more details for marketing nerds:

E-commerce net sales of zalando.de

E-commerce net sales of zalando.de in the period from 2014 to 2021 (in millions of euros).

More statistics can be found at Statista.

Top-selling URLs of Zalando SE

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Which e-commerce generates the most revenue for Zalando, or which domain? This statistic compares the revenue figures for each country in 2019 (in millions of euros).

Also technical pioneers: example installment payment

Zalando is a pioneer with its clips, meets the needs of the youth. But not only the advertising makes the company or its image, of course, also the intelligent processes behind it.

For example, Zalando was one of the first companies to offer payment in installments. Simple but ingenious. A strong argument, especially for the young target group; after all, costs don’t have to be paid immediately, but are conveniently spread over several months.

By the way, any e-commerce can do that. A good tip to create simple, attractive advantages over the competition. Providers for installment payment in the online store are for example:

• Klarna Slice
• PayPal Installment

Second hand on Zalando

Brand new and super trendy, resell used clothing.

Buffalo campaign: 4 models + avatar

Fashion, the word already says, are products that are currently in trend. In other words, products that are “in fashion.” Therefore, no one is closer to the current trends, as the fashion industry. A practical example of diverse characters of Buffalo London.

In the new campaign “bolder than ever”, the shoe brand incorporates different characters, from the influencer on Instagram to the curvy model in the big city. In addition, another special feature never seen before in Europe, a virtual avatar name Ella.

Virtual avatars in advertising?

“Diversity” now no longer just means differences between people, meanwhile digital is becoming more and more a part of our everyday lives, thanks in part to the development of social networks.

The phenomenon of digital avatars began in 2019 in Los Angeles with Lil’ Miquela. She now has over 3 million people following her on Instagram. She is the first virtual avatar to make it to major campaigns in the meantime. Read more about her here in Fashion Magazine: Lil’ Miquela (portrait).

If you want to learn even more about the topic of digital avatars, we have a big list for you where you can find all the latest digital avatars (influencers), Lil Miquela, Ella Stoller, Zoe Dvir, Shudu, Bermuda & Co:

• Virtual Avatars

Campaign: Bolder than ever

The advertising campaign itself was of course played out across all channels, with commercials, photos on Instagram and of course large ad in the online store.

Buffalo is best known for its high shoes (platform).

The first Playboy cover with Curvy Model

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Change is not only in the new digital media, also classic magazines adapt their concepts to the thoughts of the modern age (give the community what it wants !).

Playboy is currently experiencing a real revival as a brand, especially among the younger target group under 22. The magazine is evolving and so there is no longer just the new regulation of no showing completely naked people – that means the aesthetics are on the rise – this month saw the first ever Curvy model on the Playboy cover!

Hayley Hasselhoff: Playboy Cover

The first curvy model on the Playboy cover is Hayley Hasselhoff. This is her debut in Germany. She is also now with one of the best agencies for Curvy Models.

 

Sieh dir diesen Beitrag auf Instagram an

 

Ein Beitrag geteilt von hayley amber hasselhoff (@hhasselhoff)

Hasselhoff? Exactly! She is the daughter of one of the biggest icons there is in Germany. Her father, David Hasselhoff, is also a well-known person in the USA. Because he was the main actor of the hit series Baywatch. Along the way, of course, had made music and many other things. Now it’s his daughter’s turn and with the coup for the Playboy cover, she has set an absolute milestone.

Her first interview after the cover shoot: