Employer Branding in Focus Part 2: Measures in the “War for Talent”

Employee testimonials are a powerful tool to increase a company’s attractiveness as an employer. Instead of mere promises, they offer authentic insights directly from those who know the company best: the employees themselves. These testimonials can appear in various formats to reach the widest possible audience. Professionally produced videos capture the emotions and personality of employees and offer a dynamic representation of work life. Written blog posts allow for detailed descriptions of career paths and personal experiences, while social media posts convey short, concise messages that are easy to share and comment on. Press releases offer the opportunity to highlight special successes or initiatives and put employees center stage.

Authentic Storytelling

In all these formats, employees should be encouraged to report openly about their career paths, the corporate culture, the challenges they have overcome, and the successes they have celebrated. This honesty creates credibility and trust, giving potential applicants a realistic insight into everyday working life. It is important that testimonials are authentic and unvarnished, as this has the strongest impact on applicants. After all, candidates want to get a real picture of the working environment.

“A day in the life” campaigns offer an even more detailed perspective. They go beyond general statements and show specifically what a typical workday looks like in various positions. Through videos, applicants can gain a visual impression of the tasks, colleagues, and the work environment. Live sessions on social media make it possible to ask questions directly to employees and receive insights in real time. Blog posts can be used to provide detailed descriptions of the daily routine and highlight the diversity of tasks and responsibilities. These campaigns help potential applicants better imagine what their own workday could look like. By presenting different positions and departments, a comprehensive picture of the company is painted, showcasing the variety of career opportunities.

Behind-the-Scenes Insights

Insights behind the scenes are also a valuable method for creating transparency and sparking the interest of potential applicants. They show not only the work but also the people and the culture behind the company. Insights into projects and innovations convey a sense of dynamism and progressiveness. Team events and social activities show that the company values collaboration and community. Corporate culture becomes alive and tangible through such insights. This type of content can be distributed through various channels, including social media, the company blog, or press releases. Photos and videos of team-building activities, employee parties, or internal workshops can paint a positive image of the company and show that it is more than just a workplace. This makes the company more human and approachable, strengthening the bond with potential applicants.

Building Relationships and Community

Actively respond to comments and questions from potential applicants. Foster dialogue and build a community around your employer brand. Furthermore, use platforms such as career fairs and industry events to get in direct contact with potential candidates and make your corporate culture tangible. As a complementary step, establish partnerships with universities and educational institutions. This helps build relationships early on to attract talent and strengthen your employer brand.

• Clear Value Communication: Communicate your corporate values and culture clearly across all channels. Ensure these values are lived in everyday work life.
• Open Feedback Culture: Show that you value and respond to employee feedback. This can be indicated through internal channels and in external communication.
• Consistent Messaging: Ensure your messages are uniform across all PR and marketing channels and authentically reflect your employer brand.
• Define Key Performance Indicators (KPIs): Establish measurable goals for your employer branding activities (e.g., number of applications, quality of applications, employee satisfaction, employee retention rate).
• Success Control: Regularly monitor the results of your PR measures and analyze what works well and where there is room for improvement.
• Iterative Approach: Continuously adapt your employer branding strategy to the changing needs of your target audience and developments in the labor market.

Successful employer branding in PR requires close cooperation between the HR department and the communications department to build and communicate an authentic and compelling employer brand.