How do you recruit talented people? Do you still rely on your good reputation or are you specifically working to draw as much positive attention as possible to your company through employer branding? In today’s business world this entrepreneurial measure is becoming increasingly crucial – also in Switzerland, one of the most important economic countries in Europe.

Sustainable employer branding increases the effectiveness of recruiting, influences the quality of incoming applications and promotes the emotional attachment of employees to the company. But what’s the best place to start? Which employer branding measures are effective, sustainable and cost-effective? We support you in attracting your ideal candidates with a strong employer brand.

What is employer branding?

By definition, employer branding refers to the targeted development and strengthening of a company’s employer brand. The aim is to increase the company’s image and reputation as an attractive employer and thus positively influence the perception of potential employees. The aim of employer branding is to acquire, engage and motivate qualified specialists and to establish the company as a first-class employer on the job market over the long term. Employer branding includes various measures such as targeted communication, employer branding campaigns or the design of an exciting working environment.

Employer branding and personnel marketing are often used interchangeably. However, even if these areas are closely linked they must be clearly separated. For example, the focus of employer branding is on strategy, while personnel marketing is operationally orientated.

Finding and retaining employees ‒ external vs. internal employer branding

Are you focussing on employee recruitment? But what about your employees and yourpersonnel development? How do you keep their motivation high and manage to retain qualified employees in your company in the long term? With employer branding, you serve both aspects – through so-called external and internal employer branding.

While external employer branding aims to strengthen the image and reputation of your company as an attractive employer and thus attract skilled workers, internal employer branding focuses on your existing employees and their satisfaction in the company. You can achieve both with various measures including employer branding campaigns, targeted communication via social media channels and an attractive website. A targeted employer branding concept helps you to strengthen your employer positioning in the long term.

EVP as the basis of your employer branding

Your employer branding strategy can only be successful if it is based on a strong and unique Employer Value Proposition (EVP). This is the employer value proposition you give to your employees. Show what makes your company unique as an employer and what benefits you offer your employees. A strong EVP can help you capture the interest of potential employees and increase retention and motivation from employees who are already working for you.

From employer branding to satisfied employees

With employer branding you set the starting signal for your future employees’ applications. As part of the recruiting process, it now comes down to delivering what you promised. Are you a modern company where people meet on an equal footing? Then show this to your applicants in the interview, during salary negotiations and, above all, during onboarding. Even after that employer branding doesn’t stop, and employee retention comes into focus. After all, satisfied employees are happy and productive. Through an open corporate culture, transparent communication, space for your own development as well as agile working and team events, offer enough incentives to want to work in your company and see a perspective for your own career. And remember: The best ambassadors for your own employer brand are still your own employees.