Employerbranding –hit or miss?Boost the value of your brand byclearly positioning your companyon the job market.
Employer branding –hit or miss?Boost the value ofyour brand by clearlypositioning yourcompany on the jobmarket.Highly qualified and motivated emplo Global Brands Ranking – the ranking of ▸ Definition ofyees are a key, yet increasingly scarce the 100 most valuable brands. In other employer branding:resource in nearly all areas – from indus words, the brand plays a decisive role in Employer branding refers to the conscious positiotrial to service-related sectors. Only choosing an employer. As a result, it is ning of a company as a top-class employer. Thethe most attractive brands can draw and all the more important for companies to main purpose of employer branding is to managekeep the best professionals and mana clearly position their brands on the job the perception as an employer – with the aimgers. Companies today face a major market – brands that are truly unique, of attracting the right employees to the company.challenge, with a decline in loyalty, relevant to their target audiences and witha growing willingness to change jobs and promises that people can believe. A clearincreasing demands in the workplace. employer positioning sets the company apart from the competition and strengFor years, employees have not been thens the overall image of the brand.content to take jobs simply because of theattractive salaries and benefits offered But how can companies with strongto them. A good working atmosphere, an brands communicate what they stand forextremely positive image of the employer as employers? And how can companiesand an equal work-life balance are without strong consumer brands positionbecoming increasingly important when themselves as attractive employers?choosing an employer.One trend that has been observed is thatcompanies with especially strong brandsalso top the rankings of the best employers. Automobile manufacturers like BMW,Daimler and Audi as well as giants likeLufthansa, Siemens and SAP top the listof the most sought-after employers.These are exactly the same companiesthat lead the annual Interbrand BestEmployer branding – hit or miss? | Boost the value of your brand by clearly positioning your company on the job market.
In the process of helping several cus- and behavior. Employees need to know, For many years, Interbrand has helpedtomers build and maintain attractive understand and exemplify the employer’s brands implement employer branding asemployer brands, it has been possible brand promise. an integrated aspect of value-orientedto identify decisive factors for successful brand management. The continuous and consistent alignment ofemployer branding: all communication and offerings in the area ofDefining the role of the employer – Human Resources creates a sense of credibility.employer value propositionThe brand positioning is frequently The interplay between Human Resourcesbased on customer insights, brand values, and Marketinga value proposition as well as a brand People make brands. As an element of anpromise. The definition is strongly aligned integrated and continuous brand manawith the company’s areas of expertise and gement strategy, one decisive factor forcustomer groups. In order to target poten success in implementing employer bran-tial and existing employees, it is essential ding is a close working relationship betweento translate the brand positioning into an Human Resources and Marketing. Comemployer value proposition and interpret panies need to define platforms and forumsthe values from the employers perspective. to allow these departments to communi cate regularly with each other and ensureThere can only be one brand – a clear brand that these practices are well establishedpositioning provides the central basis for within the organization.creating a voice as an employer. A shared understanding and solid establishAligning communication and activities ment of the brand in the organization areOnce a shared basic understanding has important factors for success.been defined, the implementation processbecomes very significant. Many examples Increase the value of your brand with ▸ Definition ofshow that recruiting ads or employer a clear positioning on the job market: employer value proposition:campaigns are simply not enough. It is At Interbrand, we know that employeressential to create a consistent overall branding not only boosts the image of The employer value proposition describes theimage – from the positioning and communi the company, but also plays an impor- under tanding of the brand from the employer’s scation to the definition of processes, struc tant role in continuously increasing the perspective. The statement formulates a sharedtures and offerings. When it comes to value of the brand and its contribution basic understanding as an employer and addressesthe target audience of potential employees, to the companys success. At the same topics such as the working environment, teamit is especially important to implement time, employer branding underscores an work, management style and development.this proposition in a relevant, credible way organizations commitment to its brand It provides the basis for aligning communicationin all communication, offerings and pro and supports the focus, involvement and offerings in the scope of employer branding.grams, as well as in the corporate culture and investments in brand development.Over 20% of employees under the age of 30 saythat they would prefer to have a lower-payingjob with a brand that they believe in.Employer branding – hit or miss? | Boost the value of your brand by clearly positioning your company on the job market.
ReferencesThomson Reuters Deutsche Telekom WrigleyThomson Reuters Telekom is attracting a great deal of atten WrigleyThomson Reuters also faced the challenge tion with its employer image campaign, "Its not always what you do that makesof having to unite employees from various which specifically addresses new target a difference. Its who you are as an orgacorporate cultures under a single brand. audiences. This communication is based on nization that makes everything possible,"The aim was to have existing employees an employer value proposition, clearly said Bill Wrigley Jr. in describing Wrigley’scontinue to identify themselves with defined in line with the brand positioning successful change process.the brand while attracting new high poten and internal guidelines in collaboration After Mars took over in 2008, the managetials to the company. with Interbrand. In addition to implemen ment was focused on the internal change ting the employer value proposition in comInterbrand helped Thomson Reuters de process. In order to avoid a decline in munication campaigns, it is essential thatfine an employer value proposition based employee identification with the com all programs and offers be aligned consison the idea of “intelligent information". pany, an extensive internal transition was tently in order to have a credible image onThe employer value proposition has since triggered in addition to the repositioning the market – a must for employer branding.provided the strategic basis for internal of the brand.brand management, staff development This approach has proven successful for Together with Interbrand, Wrigleyand recruiting activities in the form of Telekom so far. Since the brand has been developed the "platform of change" thatvarious communication measures, e.g. clearly positioned on the job market, its focused on promoting the transfer ofa new intranet platform and incentives reputation has improved among students knowledge between employees, develoto promote employee identification with and graduates. The brand has become ping a lasting culture of positive accomthe brand. more popular among economists, engineers plishment and motivation, and rewarding and IT specialists alike, reaching 12thDeutsche Telekom the staff for their efforts. place in the ranking of the top 100 emploDeutsche Telekoms strategic realignment yers. When asked to rate the best careerin becoming an experience brand is evi websites of 100 major German companies,dent in more than just the Telekom Shops participants ranked Telekom number 2and its product and service communica behind Bertelsmann.tion. Instead, Deutsche Telekom realizedthat a clear and relevant positioning onthe job market can make a significant contribution to its overall process of change.Employer branding – hit or miss? | Boost the value of your brand by clearly positioning your company on the job market.
Your employer brandingexperts at InterbrandNina Oswald Linda MarquardtManaging Director Cologne Senior ConsultantMember of the Board Central &Eastern EuropeAs Managing Director Nina is responsible Linda Marquardt is Senior Consultantfor the strategic and operational mana and primarily responsible for the Deutschegement of the Cologne office and is member Telekom account. She has worked atof the Interbrand Board for Central & Interbrand since 2007 and is involved inEastern Europe. a variety of branding projects, including verbal identity, brand acoustics andNina has 10 years experience in the develop employer branding.ment, management, and implementation ofbrands and has worked for many national Prior to joining Interbrand, Linda Marquardtand international brands including Deutsche worked in the brand management departTelekom and TUI. ments at E.ON and Heineken. Her responsi bilities included being involved in the launchShe manages the Deutsche Telekom client of a sub-brand at E.ON and repositioningaccount for many years and was involved in the Amstel brand on the Spanish market.the rebrandings for Deutsche Telekomin Central & Eastern Europe. Since 2010, Linda Marquardt has been responsible for all issues and projects relatedPhone +49 221 951 72 124 to employer branding.Mail Nina.Oswald@interbrand.com Phone +49 221 95 172 120 Mail Linda.Marquardt@interbrand.comEmployer branding – hit or miss? | Boost the value of your brand by clearly positioning your company on the job market.
We’re there for youInterbrand is a part of the Omnicom Group, a leading Our disciplines Interbrandglobal advertising and marketing communications – Employer Branding Central and Eastern Europecompany. Our dedicated employees at our four offices of – Analytics HamburgInterbrand Central and Eastern Europe, as well as those – Brand Engagement Zirkusweg 1 20359 Hamburgin our worldwide network, are proven experts in the fields – Brand Strategy Phone +49 40 355 366 0of design, consulting, architecture, communications, – Brand Valuation Fax +49 40 355 366 66information technology and business administration. – Corporate Design Cologne – Digital Branding Weinsbergstrasse 118aWe are happy to advise you in your home market and – Digital Brand Management 50823 Colognecan provide you with expert guidance for your brand‘s Phone +49 221 951 72 0 – Health Fax +49 221 951 72 100global presence. – Naming – Packaging Design Moscow Interbrand Zintzmeyer & Lux – Retail Design ZAO Brand Development Systems – Verbal Identity Stolyarniy lane, 3, bld. 6 122023 Moscow Phone +7 495 787 4600 Fax +7 495 787 4600 Zurich Kirchenweg 5 8008 Zurich Phone +41 44 388 78 78 Fax +41 44 388 77 90 www.interbrand.comInterbrand worldwideAmerica Europe Africa Asia-PacificBuenos Aires Amsterdam Johannesburg AucklandCincinnati Hamburg Cape Town BeijingDayton Cologne Lagos DubaiMexico City Lisbon Nairobi GuangzhouNew York London JakartaSan Francisco Madrid Kuala LumpurSao Paulo Milan MelbourneToronto Moscow Osaka Paris Seoul Zurich Shanghai Singapore Sydney Tokyo