Creativity is essential when recruiting qualified staff
Companies are facing fierce competition in the struggle to recruit the best staff. Thus, they are facing an ever-increasing challenge to paint the clearest, most distinctive picture of themselves as employers who stand out from all the others on the job market. However, companies are still far too likely to rely on traditional methods when recruiting skilled personnel. Along with word of mouth and advertisements published online or in print, many of them rely on social media. Yet a more creative approach is by all means advisable. The importance of showcasing the company as an attractive employer goes hand in hand with the task of investing in the development and upkeep of the company’s own employer brand.
The employer branding strategy is not new, but it is undoubtedly effective. The term first appeared in 1996 in the article “The Employer Brand” published by Tim Ambler and Simon Barrow in Journal of Brand Management. “Employer branding is an opportunity for those of us in the mid-market segment to step out of the shadow of the large corporations. However, we also need to show a lot of ingenuity when putting this strategy into practice, as the resources we can expend for this purpose are comparatively small,” says Dr Torsten Angermann.
All theory is abstract...
Recognising the importance of employer branding is one thing, but developing and implementing an individual strategy is a disproportionately tough challenge. How can companies succeed in closing the gap between theory and practice? First, it has to be decided what the company stands for as an employer (employer value proposition). Instead of taking place behind closed doors, this decision-making process should involve the entire workforce. However, staff are often the last to find out about the reorientation of their own brand, in which case the company may encounter a lack of acceptance under its own roof. In contrast, actively integrating staff into the process increases their identification with the brand and motivates them to consciously act as brand ambassadors outside the company.