Employer Branding

Alpina HR Services finds the suitable strategy for recruiting new personnel

First, there is no particular recipe for Employer Branding and neither is there a best-practice example to adapt to your own company.

Today, candidates ask their potential new employers:
“Why of all companies should I apply for a job with your company?”

This makes it even more important nowadays for employers to present themselves as an attractive employer.

Especially in the case of IT specialists in demand and highly qualified employees, companies must offer convincing arguments!

In some cases the employer does not even think of defining his target group, let alone questioning the candidates about their priorities. This is regrettable, then many IT specialists can choose between several jobs. The situation has been changed by shortage of skilled professionals, increasing transparency and societal change: today, the negotiation power lies with the applicants.

Where does Employer Branding start – and where does it stop?

These days, much is said, written and blogged about Employer Branding. Basically, employer brand or branding is no new invention. Long before, in house-PR were concerned with the employees and their public image.

Employer Branding is not a popular phenomenon to be dealt with on a whim, but a strategy, integrated in the corporate communications concept. There is a close correlation with the inner values of the company. Employer Branding stands and falls with the values, serving as a basis for the corporate culture, and should be viewed holistically and cross-departmentally.

Employer Branding can never work separately. Only the consistent interaction between marketing, PR and HR enable the successful positioning of a brand.

Build yourself a network

It is important for a company to create and establish a positive image for its end customers, and also for prospective employees. Candidates should be picked up where they are moving around: technical contributions, expert groups, blogs, social media as well as classic media.

The better the image and the reputation with the public and the opinion leaders, the better the chances of success for finding suitable specialists. Employers that take on the “War for Talents”, should not lose sight of the current employees. These are important multipliers and have a key position in future recruitment processes.

Exchange information with your employees and get to know their network, and gather new information from prospective candidates. This active information exchange can also be described as “passive recruitment”.

Employee Value Proposition (EVP) – the employee as trademark

The building up of an employer brand does not finish with hiring a new employee.

New and existing employees serve as multipliers and represent the brand to the outside world – they act as opinion-leader or advertising medium and should be perceived as such and taken seriously. How an employee represents a brand or company to the outside world depends on many factors:

  • Work atmosphere
  • Development opportunities
  • Freedom of action
  • Management style
  • Internal communication
  • Work-Life-Balance

This setting should be created and communicated consciously. A clear positioning is most important in the recruitment of specialists – there is a surplus of jobs and thus the opportunity for candidates to choose freely between positions. A positive corporate image helps a positive outcome in the decision-making process and is crucial for winning future employees.

Companies lack knowledge about Employer Branding, they should therefore benefit from the experience of specialists and seek professional advice. Alpina HR Services has the required competence to support a company towards successful company branding. Make use of the expertise of our specialists and our network in order to position your company sustainably in the fight for the brightest minds in a competitive market.