Become a strong employer brand
We have been in an applicant market for a long time and this will only increase in the next few years. Specifically, as a company you have to "apply" to the specialists and not the other way around.
Whether and how a specialist decides to apply to you depends very much on their perception of the attractiveness of their company. So it is a very important factor to assert yourself in the highly competitive market for skilled workers ("War for Talents").
This applies particularly to small and medium-sized companies (SMEs), which often cannot afford larger and more powerful image campaigns. For this reason, you should develop a competitive employer profile or employer brand for your company.
This helps you not only to find the specialists you need, but also to retain them in the long term.
Building a positive employer image and maintaining it is a long-term strategy behind which the management must stand 100%, otherwise it will not work. It is also important to build an authentic and distinctive image and to communicate this both internally and externally.
For small and medium-sized companies in particular, it is important that they do not have to make themselves known as global big players, but should focus on the closer regional environment and establish a local employer brand.
Who should be addressed?
Basically, existing and potential workers should be addressed.
A suitable approach, for example, is to use satisfied employees as a kind of "ambassador" to recommend your company to others. This is easy, fast and is also quite inexpensive.
With an attractive and positive employer image, you will focus more on qualified candidates, which will then lead to a decision for you as an employer. With a positive corporate image, you not only reach applicants, but also customers and suppliers.
You increase your level of awareness and increase the public awareness of your company.
What's the point?
Highlight your company as an attractive employer
Faster and better filling of vacancies due to the larger number of applicants.
improved and friendly working atmosphere
Reduce the risk of mismanagement because the candidates simply fit your company better
Increase labor productivity
Cost reduction in the personnel area due to lower fluctuation (and usually also fewer sick days)
Increased awareness through increased external perception.
As already mentioned at the beginning, successful employer branding is a project that the boss and company management have to support one hundred percent. This also means that the financial and human resources required for implementation and maintenance are made available and ensured. It is a long-term change process that also requires a lot of patience.