"War for Talent" - Competition for Qualified New Recruits Today's work environment can be very competitive - not only with products and services but also for skilled employees. A company can often only recruit and successfully retain highly talented professionals with the potential to become executives (known as "high potentials") when it is seen as the most attractive employer ("Employer of Choice") in the market. A brand should be built using similar methods as those in brand management or marketing. Just like with a product, the entire company is developed and branded to be seen as a valued employer in the job market. Improving Employer Appeal Companies intentionally design the employer brand in the way they want to be perceived. Its content is not the only thing at its core but also the redeeming value proposition for current and future employees (EVP). Companies wish to be viewed as credible and authentic - from employees as well as customers and other stakeholders. As a result, maintaining the employer brand leads to a permanent increase in the quality of applicants, more efficient recruiting and higher candidate identification with the company. This is accompanied by an increase in employee involvement, as well as improves corporate culture and the company's image. Employer branding aims for the internal and external process from the business as a whole and consequently tries to develop an employer brand. We have structured this process in an easily understandable way by using guidelines and checklists distributed in chart form. The benefits and possible process effects are discussed, and success-critical factors are clarified in more detail.

1. PREMIUM POWERPOINT SLIDES
EMPLOYER BRANDING

2. EMPLOYER BRANDINGPOWERPOINT TEMPLATE

3. AGENDA
QUOTE
DEFINITION
WHY Employer
Branding?
BASICS
TASK AREAS
FUNCTIONs
INFLUENCING
FACTORS
IMPLEMENTATION
Checklists

4. Today, profiling is a must for an employer. This is
because a positive image can radiate charisma to the
candidate that is also reflected in his personal life.
Who likes to work with an unknown employer? Start
making your company a brand to recruit long-term,
interesting employees.
Chr. Lötters 2008/ in Personalmagazin 03.2008/p12

5. DEFINITIONEMPLOYER BRANDING

6. Employer branding is a strategic corporate
measure in which concepts from marketing –
specifically branding – are used to present
the entire company as an attractive
employer and efficiently distinguish itself
from other competitors in the job market.
DEFINITION

7. REASONS & BENEFITSEMPLOYER BRANDING

8. WHY EMPLOYER BRANDING?
The Battle for Talent
 Current shortage of skilled workers leads to stiff
competition in recruiting
 Good employees shouldn‘t only be acquired but
also retained
 Job choice is an emotional decision for employees
because it also affects their private lives. It should
correspond to lifestyle as well as serve personal
fulfillment.
 Long-term employee retention is made possible by
confidence in the company
 War of talent
 High potential recruiting is one of the most
important tasks of HR management
DEVELOPAN
Employer Brand

9. BASICS & MODELEMPLOYER BRANDING

10. BASICS
HR marketing vs. Employer Branding
CORPORATE BRANDING
EMPLOYER BRANDING
HR
MARKETING
Increase in
employer reputation
“Employer of Choice"
Focus is only on staff/
applicants

11. BASICS
Employer Brand
CORPORATE BRAND
 Values
 Identity
 Perception
CORPORATE CULTURE
 Internal communication
 Collaboration
 Leadership principles
FIND AN
EMPLOYEE
RETAIN AN
EMPLOYEE
DEVELOP AN
EMPLOYEE
EMPLOYER BRAND

12. TASK AREASEMPLOYER BRANDING

13. TASK AREAS
EMPLOYEE
RECRUITMENT
CORPORATE
CULTURE
CORPORATE
IMAGE
EMPLOYEE
DEVELOPMENT
EMPLOYEE
RETENTION
Employer
Branding

14. FUNCTIONS AND
AREAS OF INFLUENCEEMPLOYER BRANDING

15. FUNCTIONS AND AREAS OF INFLUENCE
Employer
 Positioning
 "Employer of Choice"
 Communication in the job
market will lead to more
suitable candidates
 Preventing high attrition rate
 Honest values result in more
long-term candidates and
fewer hiring mistakes
PREFERENCE FORMATION DIFFERENTIATION
 Compared to competitors
 Improved competitive position
 Stand out among the crowd
 "Employer of Choice"
monopoly position
EMOTIONALIZATION
 Employment choice is based
on an emotional decision
 Maintaining brand loyalty
 Retention, identification and
loyalty
 Preventing poaching and high
turnover rate
 Referral (word of mouth)

16. INFLUENCING FACTORSEMPLOYER BRANDING

17. INFLUENCING FACTORS
Success-Critical factors
CLEAR MESSAGE
 Only the right people
 Avoid expenses due to
too many applicants
MARKET
INTERCHANGEABILITY
 Difficult
interchangeability not in
material but in the minds
of the employees
AUTHENTICITY
 Not only states external
and internal
communication of
values, but also complies
with them
 Otherwise quickly loses
credibility
RESOURCE PLANNING
 Time commitment
 Expenses (market
research)

18. IMPLEMENTATIONEMPLOYER BRANDING

19. IMPLEMENTATION
Building an Attractive Employer Brand
ANALYSIS EMPLOYER
BRAND
CAMPAIGN IMPLEMENTATION
WHAT I NEED TO KNOW WHAT DEFINES ME WHAT I NEED TO PLAN WHAT I NEED TO DO

20. CHECKLISTSEMPLOYER BRANDING

21. CHECKLISTS
Employer Slogan and Key Messages
It makes our employer appearance distinctive
and unique.
It is crisp and to the point.
The slogan fits perfectly with our company
and to the corporate philosophy.
The slogan solicits to the applicant.
The testimony is credible and makes an
impression.
The slogan speaks to the applicants.
The slogan summarizes what identifies us as
an employer.
The slogan is accompanied by a few key
messages.
The messages complement the employer
slogan.
The key messages are suitable for the
company.
The messages are realistic and give a vivid
picture of our work.
The messages convey values of our company.
The message statements are credible and
personable.
The slogan clearly stands out from those of
the competitors.

22. + 20 IMAGE TOOLBOXEMPLOYER BRANDING

23. IMAGE TOOLBOX

24. IMAGE TOOLBOX

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