Why Employer Branding?
People are the number one competitive factor. Applicants are not just looking for a job, they want to identify with the values and objectives of a company, fulfil meaningful tasks and grow personally. Expectations of the employer market have changed significantly due to social changes and concepts such as New Work. Differentiating features through innovation and vision are more important than ever.
To meet these challenges on equal terms, stand out from the competition, attract top talents and retain them in the long term, your company needs a unique value proposition - an Employer Value Proposition (EVP) that is developed from holistic HR marketing.
With our HR marketing approach, we start where you currently stand as a company and with your employer brand - vision, data and technological innovation are our drivers.
*IHK Economic Report Start of the year 2024, **CareerArc, ***LinkedIn
Establishing holistic HR marketing - this is how we support you:
At Serviceplan Group, we not only specialise in developing your HR marketing approach, but also in establishing it in the entire company for the long term. We know that employee acquisition and retention require continuous adjustments. That's why we work closely together with you to ensure that your employer brand not only has a successful start, but also remains successful in the long term and is a natural part of holistic HR marketing.
We develop a customised process for you and cover all areas of HR marketing. We combine strategy, creation and technical innovation, because employer branding is an integral part of corporate communication.
Our corporate values result in the following added values in our collaboration.
Integrated: We bundle comprehensive expertise from all necessary specialist areas and put together a dedicated team with a central contact person for you.
Innovative: Vision and technological innovation are our drivers.
International: As an international agency group, we can authentically translate your employer brand into the respective markets and cultures, with specific adaptations to the corresponding local working conditions - with experts all over the world.
Independent: Short and fast decision-making channels to implement innovative approaches with the necessary impact.
HR-Marketing is multi-layered. We will find the right building blocks for you.
Offering portfolio
Benefit from a holistic analysis that not only identifies individual challenges, but also provides effective solutions for the development of holistic and contemporary HR marketing - for sustainable success.
Employer Branding & HR Marketing Assessment Workshop
"The sustainability of a company's success can be predicted by the attention paid to employees within the organisation."
Managing Partner, Future Marketing
Onboarding Storytelling
Inspire new employees:
You can find more answers in our FAQs
Any further questions?
Working with an employer branding agency offers you decisive advantages: Our specialized team brings exactly the expertise you need - from brand and culture to HR marketing, recruiting and HR data analysis. We objectively analyze the status quo of your employer brand, develop it further and strategically position your company as an attractive employer. In doing so, we take your corporate culture into account, optimize your recruitment process and make targeted use of HR media. Thanks to customized tracking solutions, we make the success of each measure measurable and transparent for you.
Strategic employer branding requires a systematic approach that is individually tailored to each company. Once your corporate identity has been identified and translated into an employer brand, the next step is cultural activation:
By integrating the defined values and characteristics into everyday life and being supported by the employees, the employer brand comes to life. Internal and external communication as well as continuous monitoring and analysis of the results are iterative processes. Harmonizing these steps ensures that your company's identity-forming elements are not only defined, but also integrated into your corporate culture and external communication. Strategic employer branding is an ongoing process that emphasizes the authenticity of the company and lays the foundation for a long-term successful employer brand.
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.
