In a new episode of Time off. The podcast about the world of work in Austria Georg Konjovic discusses with his two guests what constitutes successful and, above all, sustainable employer branding:

What is employer branding?

“For us, employer branding means employee retention and employee recruitment. And everything that falls under these two terms naturally also falls into the broad field of employer branding.”

Gerd Liegerer · Founder & Managing Director of Bud & Terence
Gerd Liegerer Gerd Liegerer

Charlotte Hager emphasizes the importance of setting clear goals and carefully analyzing the company culture. Only through a deep understanding of one’s own values ​​and internal dynamics can an authentic brand be developed that has an impact both internally and externally. This means that, at the core, one must inevitably address the following questions:

  • Who are we?
  • What do we stand for?
  • What is our position?
  • How can we make this tangible internally and externally?

Employer branding is more than just a marketing campaign; it is an ongoing process of identity discovery and communication and cannot be limited to a campaign with a start and end date. Positioning the employer brand is an ongoing process.

“For me, employer branding is part of the brand strategy and answers the question: what goes to the consumer, what goes internally and what goes externally?”

Charlotte Hager · CEO comrecon brand navigation, market researcher & speaker
Charlotte Hager Charlotte Hager

Employer Branding in Practice #

Both podcast guests have a lot of experience in advising companies on their employer branding process. The episode provides a lot of insight into how such a consulting process begins and progresses. What investment effort is involved in developing a sustainable strategy for employer branding and who the stakeholders in the company are. Both come to the conclusion that responsibility for the employer brand must be borne by different stakeholders in the company:

  • staff
  • marketing
  • production
  • management
  • and many more

“For me, every employer branding project is a small change project, a small, medium, sometimes large one. That means it really requires the change of everyone involved, implementing a new way of thinking and taking the employees along with you.”

Charlotte Hager · CEO comrecon brand navigation, market researcher & speaker
Charlotte Hager Charlotte Hager
Employer Branding SuccessEmployer Branding Success

Attracting and retaining talent: Successful employer branding in practice

Created on: July 24, 2023 12 mins

Successful companies know that it takes more than just an attractive product to attract the best talent in today’s job market and to retain them long-term. The key to this is a strong employer brand. In our article, you will learn in a compact and practical way what employer branding means and how it helps companies to position themselves as sought-after employers.

Employer branding measures can be implemented quickly – even with a small budget. Traditionally, this is done using the following five pillars in order to be perceived as an attractive employer:

  1. Recruiting
  2. communication
  3. Benefits
  4. Initial and continuing education
  5. Work-life balance

However, Gerd Liegerer also emphasizes the importance that sustainable employer branding includes strategy processes, especially in the organizational, corporate and leadership culture.

“Many people don’t dare to say: ‘Okay, now I have to make this change. What does it really take for employees to remain loyal and motivated in the long term?'”

Gerd Liegerer · Founder & Managing Director of Bud & Terence
Gerd Liegerer Gerd Liegerer

Brand ambassadors of employer branding #

A strong employer brand is particularly important in areas such as production, logistics and care, where employees are in direct contact with customers. These employees are often the face of the company to the outside world and shape the image that customers and potential applicants have of the company. Here it is important to also take the needs and expectations of this target group into account and to involve them in the process.

It is the employees who represent the company externally as the best brand ambassadors. Their satisfaction and loyalty are crucial to the success of employer branding measures.

Gerd Liegerer has illustrated how quickly an image of a potential employer emerges with the following example:

“It simply makes a difference if I try to get my supplier to pay two or three percentage points lower three times a week. Then on Friday afternoon they will think: ‘I don’t want to work for them.’ And that creates an image.”

Gerd Liegerer · Founder & Managing Director of Bud & Terence
Gerd Liegerer Gerd Liegerer

Employer branding begins with the first (un)conscious perception of the company. This can happen with the company’s product, a friend telling you about their job, or a job advertisement.

USP – what makes the company unique as an employer? #

In traditional advertising, the USP is highlighted for products. Why is it the case in employer branding that it is usually the CSP – the common selling point – that is communicated rather than the USP?

Companies forget to work out their unique selling point as an employer. Many companies tend to orient themselves on current trends and buzzwords without clearly highlighting their own identity. This leads to interchangeable campaigns that seem inauthentic and fail to have the desired effect. The reasons for this uniformity are varied and are discussed in depth in the course of the podcast conversation:

  • It is often all too easy to copy content that appears attractive to skilled workers on the job market and is therefore successful.
  • Most people in Austria grew up with similar values ​​and traditions that are valued in employers, such as: innovation, excellence, teamwork, sustainability, openness, equal opportunities…

Which company doesn’t want to be associated with these values ​​as an employer? However, if companies claim too many values, they not only run the risk of not appearing credible and authentic, but applications to such companies will also be “generic”. If an applicant applies to companies that appear interchangeable to the outside world, then the candidates’ application documents will not be different.

“I think many organizations are afraid that if they show ‘their true colors’ they will scare away potential applicants.”

Gerd Liegerer · Founder & Managing Director of Bud & Terence
Gerd Liegerer Gerd Liegerer

How do you make sure you stand out from other employers? #

The answer lies in how and where these values ​​are communicated internally and externally.

“We all have the same set of values. But what is behind it? How do we make it tangible? How do we make it visible? What does appreciation mean in our company compared to Siemens, to ÖMTC, to…? How do we live it?”

Charlotte Hager · CEO comrecon brand navigation, market researcher & speaker
Charlotte Hager Charlotte Hager

To do this, companies need to know the motives, needs and behavioral patterns of their ideal candidates. As a market researcher, Charlotte Hager provides interesting insights into this in the podcast.

Develop an employer branding strategyDevelop an employer branding strategy

7 steps to an employer branding strategy

Created on: October 10, 2023 5 mins

A strong employer brand is the most effective way to attract the interest of talent. This requires an employer branding strategy. We explain step by step how this is achieved.

Listen & watch the entire episode #

The following questions are also discussed in the podcast episode:

  • How can you measure successful employer branding?
  • Which KPIs are useful for employer branding?
  • What role do social media channels play in employer branding?
  • What motives and interests lie behind younger generations entering the job market?
  • Are most employer branding measures aimed primarily at academics, even though the shortage of skilled workers mainly affects other sectors?
  • What positive examples are there from practice?
  • And many more questions …

As video #

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