Like beacons, employer brands radiate orientation in their own unique way, to the inside as well as the outside and quite often with existential relevance to the enterprises. For, with the pandemic ceasing, the fluctuation of employees is increasing. Every fifth employer is currently receiving more resignations than before 2020. The same is true of the building and real estate industry where the fluctuation rate was substantial even before 2019: 36.6 % in the building sector, 30 % in real estate*. In this environment, employer branding is a supporting element in the attempt to retain or recruit highly motivated skilled workers.
Laying a Sound Foundation: Employer Value Proposition (EVP)
In our Valdivia Expert Tip Series – Employer Branding“, we have so far described three essential pillars of a successful employer brand:
- Open-minded and honest self-assessment
- Appreciation for each individual as the core of good coprorate culture
- Promoting diversity as a recipe for success and a core characteristic of modern enterpreneurship
Now it is time to put things into practice. The first step will be your Employer Value Proposition (EVP), which is the foundation of your employer brand. It will serve as the crucial guideline for how you present yourself on the job market as well as within your company. For that reason, you should put your EVP in writing and declare it officially binding for use in all HR-related areas. A solid EVP will answer the following questions as clearly and easy-to-understand as possible:
- What do we as an employer stand for; which values and principles do we observe?
- Which advantages, extra benefits, and bonuses do we offer? What about career options, further education and trainings as well as flexibility in the work flow (remote working, working-time accounts, family-friendliness, etc)?
- What is the corporate culture we practice? How do we tackle questions like equal opportunities, diversity, etc as well as conflicts and bullying?
Feel free to involve your staff in the wording process: gather suggestions, keep your employees posted – also on intermediate progress – and initiate votings on suitable aspects. Do not shy away from involving experts for HR marketing. After all, you want the brand to be fully functional – which necessarily inludes consistent design and up-to-date language.
Supporting Components: Media and Fields of Application
As soon as the EVP is ‘hardened and tampered’ and ‘robust’, it is time to make your employer brand come to life. In the coming months, we will detail on individual elements of this in our Valdivia Expert Tips. Here is a first overiew of the most important media and touch points in which your employer brand should be visible and tangible:
- Job openings in any shape or form, i.e. not only classic advertisements but also social media posts, videos as well as the Carrer/Jobs section on your website
- The full range of generic communication with your employees: announcements, standard messages, employer magazines and newsletters, the intranet
- ‘Roadmaps’ and elements of information for job interviews and on-boarding processes
- HR-relevant press releases
- The look and feel of your presentation at HR fairs and recruiting events
A Reporting Scheme for Sustainability and Positive Impulses
The day-to-day consistency with which we put into practice an employer brand will make or break its success. That is why we recommend you assign an Employer Branding Officer who accompanies the implementation process and intervenes in case of deviation. Additionally, a broad panel should audit the development progress on a regular basis. This does not always have to be about difficulties: experience shows that actively cultivating your employer brand will often trigger even more openness and novel ideas. And you will not want to miss out on that, will you?
*Federal Statistical Office (Statistisches Bundesamt) 2021, based on 2019 job market data