Employer Branding. Marketing the company as an attractive employer

Seminar Paper , 2007 , 23 Pages , Grade: 1,7

Leadership and Human Resources - Employer Branding

Employee attraction and retention will continue to play an important role for companies. Vacancies needs to be filled with qualified and flexible talents which are limited available on the HR market. Thus companies have to create effective instruments for fighting for talents. Before compiling a strategy for initiating an Employer Branding development, this working paper analyzes the needs for Employer Branding as well as the elements influencing the attractiveness of an Employer.

According to surveys mentioned in the following chapters, it is proven that a strong Employer Brand has a significant influence in the employees performance and that a strong product brand can essentially support the development of the employment brand. The attributes playing highest role in Employer Branding importance are reputation of products and services, corporate culture and work environment.

The practical roadmap for initiating an Employer Branding strategy consist of a four step system. Embedded system elements are (1) assess, (2) construct, (3) implement and (4) measure. In the phase of setting up an Employer Branding strategy as well as measuring its effectiveness, a benchmarking with other company’s efforts and best practices can be helpful. Some sources and success stories are listed later in this assignment.

A number of examples and numerous researches reflected in this paper allow to state that an investment in a strong Employer Branding is a good investment in the company’s future. The global market, the current demographical trends and other challenges will produce a shortage of talents. During the last decade, many labour markets had encountered a shortage of skilled labour. In fact, whole industrial branches have had serious problemsto fill vacancies. Many have forecast horror scenarios for the labour market, whereas others have created strategic concepts to cope with it.

Inhaltsverzeichnis (Table of Contents)

• Executive Summary
• Table of Contents
• List of abbreviations
• List of figures
• 1. Introduction
• 2. Definitions
  • 2.1 Brand Identity
  • 2.2 Employer Branding
• 3. Why a company needs Employer Branding?
  • 3.1 Attract and retain talents
  • 3.2 Effect on employee performance
• 4. What influence Employer Branding?
  • 4.1 The Product and Employer Brands
  • 4.2 Elements to define Employer Branding
• 5. The Employer Branding process – a practical roadmap
  • 5.1 Process of Employer Branding development
  • 5.2 Internal marketing
  • 5.3 Challenges & critical areas
  • 5.4 Employer Branding success stories
    • 5.4.1 Award for Excellence in Employer Branding
    • 5.4.2 Most attractive European employers
• 6. Conclusion
• Bibliography
• ITM Checklist - 360°Analysis
• Declaration

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This working paper analyzes the necessity of Employer Branding and the elements that influence the attractiveness of an employer. It aims to provide a practical roadmap for companies looking to develop and implement an effective Employer Branding strategy. Key themes include:

• The importance of Employer Branding for attracting and retaining talent
• The impact of Employer Branding on employee performance
• The relationship between product brands and employer brands
• The essential elements of successful Employer Branding
• A four-step system for developing and implementing Employer Branding

Zusammenfassung der Kapitel (Chapter Summaries)

The paper begins with an introduction highlighting the importance of Employer Branding for companies competing for talent in a limited market. Chapter 2 defines key terms like Brand Identity and Employer Branding, establishing a foundation for further discussion. Chapter 3 explores the specific reasons why companies need Employer Branding, focusing on its role in attracting and retaining talent as well as its impact on employee performance. Chapter 4 delves into the influential factors surrounding Employer Branding, analyzing the relationship between product and employer brands and outlining the critical elements that define a strong Employer Brand. Chapter 5 presents a practical roadmap for developing and implementing an Employer Branding strategy, emphasizing internal marketing and outlining potential challenges and critical areas. This chapter also features success stories and examples of effective Employer Branding initiatives.

Schlüsselwörter (Keywords)

This paper focuses on the core concepts of Employer Branding, including talent attraction and retention, employee performance, brand identity, product and employer brand alignment, internal marketing, and practical strategies for developing and implementing effective Employer Branding initiatives.

• College: University of applied sciences, Neuss
• Course: Marketing
• Grade: 1,7
• Author: Arend Grünewälder (Author)
• Publication Year: 2007
• Pages: 23
• Catalog Number: V112925
• ISBN (eBook): 9783640137398
• ISBN (Book): 9783640137473
• Language: English
• Tags: Employer, Branding, Marketing, Thema Employer Branding