80 percent of all employers around the world have difficulties finding qualified and talented candidates. On the other hand, 58 per cent of all students would even give up 15 per cent of their salary. How do these two developments fit together? Those entering the job world would be able to live with less salary as long as one condition is met: if they can make a career in a company that represents the same values as themselves.
As your employer branding agency, we know from experience that corporate culture must not only be lived, but also be told. In doing so, a convincing employer brand not only targets potential applicants (external employer branding), but also speaks to current employees (internal employer branding). When creating an authentic and attractive image as an employer, employees are the most important heroes and at the same time best narrators. Instead of theoretical arguments for the quality of the jobs, storytelling gives them a face. Through a strong employer brand, the company’s own team is becoming an authentic hero of the company.
Not only in customer acquisition, but also in recruiting, the power of stories helps to attract the right candidates and keep the best employees. For us as an agency, employer branding means communicating values, establishing identification, and putting the real hero, the employee, in the spotlight. As an entrepreneurial strategy, marketing concepts are used in employer branding in order to positively highlight the company on the job market.