In today's world of work, it is crucial for companies to position themselves as an attractive employer in order to attract and retain the best talent. Small and medium-sized enterprises (SMEs) in particular face the challenge of competing with large corporations. Employer branding campaigns are an effective way of achieving this. These not only help to increase the visibility of the company, but also to address the right target groups and make recruiting more efficient.
Employer Branding: Was Talente wirklich wollen
Employer branding campaigns are a decisive factor in modern recruitment. They help companies to strengthen their employer brand and target qualified applicants. The most important factors for talent are
- Attractive salary (70%)
- Attractive location (65%)
- Flexible working hours (60%)
- Good management (60%)
- Secure job (60%)
These figures make it clear that companies need to know exactly what their target groups expect and integrate this information into their employer branding strategy.
Five steps to a successful employer branding campaign
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Define goals and target groups: The first step is to set clear objectives for the campaign and identify the target groups. It is important to ask yourself in which direction the company should develop and which areas will require personnel.
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Develop candidate personas: In order to better understand the target groups, it is helpful to create so-called candidate personas. These fictitious but typical representations help to understand the needs and expectations of potential candidates. Data can be collected through research, employee surveys and by analysing employer review platforms.
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Analyse the competition: An important part of any campaign is analysing the competition. You should know what your competitors are offering and how they are positioning themselves. Platforms such as career sites and social media channels offer valuable insights into competitors' strategies.
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Select messages and measures: Based on the information you have gathered, you should formulate appealing messages and choose appropriate measures for marketing. Social media, visits to schools and educational institutions, trade fairs and network meetings as well as co-operations with local newspapers are effective channels to reach the target groups.
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Define success parameters: The final step is to set success parameters to measure the effectiveness of the campaign. This includes key figures such as the number of applications, hires and unsolicited applications as well as the reach and interactions on social media.
Conclusion
Employer branding campaigns are a powerful tool for strengthening the employer brand and optimising recruitment. By targeting specific groups and using the right channels, you can increase your visibility and attract the best talent. For SMEs in particular, such campaigns offer the opportunity to assert themselves in the competition for skilled labour and be successful in the long term.