HR marketing and employer branding are often used interchangeably, but there are differences. HR marketing focuses on the marketing of jobs, while employer branding aims for a more comprehensive strategy that emphasizes an employer's identity and values. Although both concepts are aimed at attracting talent, recruitment marketing refers to more tactical measures, while employer branding is more strategic and long-term. Important: Employer branding is often equated exclusively with employer brand positioning. For us, implementation and measurement are inextricably linked.

Corporate culture and employer branding are closely linked and influence each other. Your corporate culture, i.e. the values, norms and behaviors within your company, shapes the identity and image of your company as an employer. This corporate culture is in turn integrated into employer branding to create an authentic and attractive employer brand. Consistent alignment between corporate culture and employer branding builds trust and credibility, both internally with employees and externally with potential applicants and the public.

The most important employer branding measures include clear positioning, authentic communication, employee engagement and the promotion of employee participation. Effective use of social media and an appealing career website with clear information about company values, career opportunities and employee experiences are also part of this. Employee referral programs, internal events, collaborations and partnerships can also be used to strengthen your employer brand. In order to continuously develop the employer brand, the implementation of measurement tools is also crucial, such as obtaining feedback through employee surveys or checking channel-specific KPIs such as access figures or conversion rates.

Which channels are used for employer branding?

Both external and internal communication channels are used in employer branding. External channels include: Your career website, job portals or job boards, industry-specific platforms, social media, trade fairs and events. Internal company channels include, for example, your intranet, employee surveys, company brand ambassadors and internal events such as training courses and workshops. It is important that your channels are used strategically and accurately and that a consistent image of your employer brand is communicated in all of them.

Do you need social media for employer branding?

Social media is extremely useful for employer branding, but not an absolute necessity. A presence on platforms such as LinkedIn, Instagram, TikTok or X allows you to communicate your employer brand dynamically. Underpin the external impact of your corporate culture with authentic stories from everyday working life and interact directly with potential candidates. Social media creates proximity and enables a direct response to questions or feedback. It is important that the choice of channel is tailored to your target group and the needs of your industry.

Yes, good employer branding contributes significantly to your company's business goals. Your positive employer brand helps you to attract new, talented employees. Satisfied and motivated employees work more efficiently and achieve more innovative work results. Improved recruiting and onboarding processes and less fluctuation reduce your HR management costs in the long term and promote the consistent quality of your products and services.

Yes, employer branding is a success factor for companies of all sizes. Small companies also benefit by being able to differentiate themselves from large corporations in a very authentic way and with a clear USP. It may even be possible to compensate for potential competitive disadvantages such as lower salaries or less attractive locations with a strong employer brand, a clear purpose and individual benefits.

Responsibility for employer branding can be distributed differently in companies. In many cases, it lies with the HR department, which represents the culture and employee engagement. However, it can also be located in marketing, especially if external brand communication is integrated. In some companies, there are also special teams or working groups made up of several departments. It is becoming increasingly important that HR and marketing work together on employer branding, share resources and use synergies. A joint budget and direct reporting at C-level promote a comprehensive and integrated employer branding strategy.

Why is employer branding important for recruiting? 

Employer branding is crucial for recruiting because a strong, strategically built employer brand attracts talented and motivated applicants. However, as your employer branding partner, our claim goes beyond simply attracting talent: we optimize your recruiting communication and processes. By using data analysis and tools in recruiting, you can effectively reduce your costs and improve the quality of your recruitment at the same time.

Successful employer branding can be measured using many different parameters. Defining the success criteria specific to your company is part of your employer branding strategy. The basis for measuring success is continuous tracking of the KPIs. You can find and implement the tools required for this with our help. The spectrum of KPIs ranges from classic marketing campaign KPIs such as reach and traffic on the website to increased application numbers and budget savings on the HR management side or time savings in handling application processes. In terms of perceived employer attractiveness, reviews and feedback on external platforms such as Glassdoor or Kununu are also interesting.

Initially, employer branding requires financial and human resources, e.g. costs for an employer branding agency, new tools and internal expenses. In the long term, however, these investments pay off through reduced personnel management costs and increased business success. Communication problems only arise if the employer brand lacks authenticity. This can lead to disappointment among applicants and employees and weaken your employer positioning. We support you strategically and communicatively to avoid this.