Employer Branding—A Strategic Approach to Development

The Development Method: The 360° Employer Brand

The Interior View

Internally, we examine factors such as corporate goals, organizational structure, professional development opportunities, leadership culture, and work flexibility based on existing employee surveys and our own focus groups, with the support of digital analytics tools.

View from the Outside

Externally, we examine the defined target groups (by life stage, qualifications, and attitudes, etc.), the competition, and major social and technological trends. The result is the employer brand as it is perceived today—and which, based on experience, doesn’t satisfy anyone.

Strategic Focus on a Successful Future

The future employer brand and its EVP represent the strategic vision for the next 5–10 years. From this, we derive measures that will modernize the employer brand both internally and externally and make the company more resilient. The key objectives are to increase employee satisfaction (sense of belonging, development opportunities, etc.) and to design efficient work processes (leadership, teamwork, etc.). Externally, the company aims to become better known and more attractive as an employer and to attract qualified new employees.

Factors for Successful Implementation: An Employee Value Proposition That Is Easy to Understand and Firmly Embedded for the Long Term

The best new employees aren’t recruited—they come on their own: drawn by satisfied employees and a charisma that truly comes from within. The condensed core message of the EVP must be very simple—ideally a single, short slogan (or a visual). In the long term, the EVP should permeate and have a lasting impact on all work processes, acting as a catalyst for efficiency. The strategic tools for this are, from the employee’s perspective, the Employer Lifecycle, and from the organizational perspective, the EVP Wheel.