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Employer Branding / Arbeitgebermarketing - Basics

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Folien zum Employer Branding / Arbeitgebermarketing Webinar für die Bitkom 2014. Einblicke und Möglichkeiten in die Arbeitgebermarkenbildung.

1. Intro zum Employer Branding
2. Trends und Entwicklungen
3. Strategie
4. Instrumente
5. Einsatz der Instrumente
6. Monitoring und Erfolgsmessung
7. Beispiele
8. Zusammenfassung

Published in: Business
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Employer Branding / Arbeitgebermarketing - Basics

  1. 1. Employer Branding Instrumente und Möglichkeiten des Arbeitgebermarketings
  2. 2. Agenda 1. Intro zum Employer Branding 2. Trends und Entwicklungen 3. Strategie 4. Instrumente 5. Einsatz der Instrumente 6. Monitoring und Erfolgsmessung 7. Beispiele 8. Zusammenfassung
  3. 3. Intro Employer Branding
  4. 4. Definition Employer Branding Employer Branding (dt. Arbeitgebermarkenbildung) ● ist eine unternehmensstrategische Maßnahme, ● bei der Konzepte aus dem Marketing – insbesondere der Markenbildung – angewandt werden, ● um ein Unternehmen insgesamt als attraktiven Arbeitgeber darzustellen und ● von anderen Wettbewerbern im Arbeitsmarkt positiv abzuheben (zu positionieren).
  5. 5. Ziele Employer Branding ● Effektive und effiziente Personalrekrutierung ● dauerhaft passende Mitarbeiter finden ● langfristige Bindung von Mitarbeitern ● hohe Mitarbeitermotivation und Identifikation ● Verringerung des Krankenstands etc.
  6. 6. Employee Branding / Advocacy ● der Mitarbeiter fungiert als Botschafter ● durch verschiedene Darstellungsformen ● und Unterstützung durch das Unternehmen ● und weil eine hohe Identifikation vorhanden ist
  7. 7. Was macht attraktive AG aus (Bsp) ● Unternehmenskultur ● Unternehmensidentität ● Werte ● Standort ● Herausforderungen ● Anreizsysteme ● Arbeitszeitmodelle ● Home Office ● Selbständiges Arbeiten ● Verantwortung ● Gehalt ● Stock Options ● Entwicklungsperspekt. ● Karriere-Programme ● Boni, Vorteile, Vorsorge ● Räumlichkeiten / Design ● Catering / Kantine ● Soziales Engagement
  8. 8. Trends und Entwicklungen Employer Branding
  9. 9. Früher
  10. 10. Heute
  11. 11. Gen Y / Gen Z Gen Y » Suche nach Sinn ● Digital Natives Gen Z » Suche nach Anerkennung ● Digital Born => High Potentials arbeiten nicht mehr nur um die Brötchen zu verdienen
  12. 12. Strategie Employer Branding
  13. 13. Instrumente Employer Branding
  14. 14. Karriere Website Stärke: Firmenkultur wird erlebbar Chance: Prozessoptimierung => Kostenreduktion im Recruiting Aktuelle Stellen Blog dynamisch eingebunden Ansprechpartner / Kontaktoptionen
  15. 15. Beispiel adesso AG
  16. 16. Corporate Blog Stärke: Vielfältiges Komm.-Instrument Chance: Sprungbrett zu Karriere- Webseite Einblicke für Bewerber Mitarbeiterbeiträge Arbeitswelt-Themen: Produktivität etc. Fachthemen (=> SEO)
  17. 17. Beispiel Daimler
  18. 18. Intranet o.ä. Stärke: Einbindung der Mitarbeiter Chance: Multiplikator-Instrument Das Internet im Intranet inkl. Likeability, Shareability und Feedback
  19. 19. Social Media / Bewertungsplattformen Stärke: Engagement Chance: Seeding => Traffic auf Blog / Karrierewebseite leiten Dedizierte Karriere-Kanäle Karriereformate: Podcast, Video etc.
  20. 20. Beispiel Kununu
  21. 21. Klassisches Online Marketing Banner Video Email Suche (bezahlt) Suche (organisch)
  22. 22. Klassische Kommunikation Print Events / Messen PR / Öffentlichkeitsarbeit
  23. 23. Einsatz der Instrumente Employer Branding
  24. 24. Banner / Portale Video Search Social Media Print PR Events Karriere Website Corporate Blog Bewertungspor- tale Landing Pages Signup / Follow Email Social Media Kununu & Co. Corporate Blog Social Media Corporate Blog Social Media Kununu & Co.
  25. 25. Monitoring und Erfolgsmessung Employer Branding
  26. 26. KPIs
  27. 27. Monitoring
  28. 28. Analytics
  29. 29. Best Practices Employer Branding
  30. 30. adesso AG
  31. 31. adesso AG
  32. 32. adesso AG
  33. 33. Zappos
  34. 34. Unbounce
  35. 35. Die Arbeitgeber Zukunft Checkliste Employer Branding
  36. 36. Employer Branding Checkliste ● Wie wird Ihr Unternehmen als Arbeitgeber wahrgenommen? ● Wie wollen Sie als Arbeitgeber wahrgenommen werden? ● Zielgruppen: Welches Personal benötigen Sie jetzt und in 5 Jahren? ● Wo informieren sich Ihre Zielgruppen? ● Über welche Kanäle kann ich diese erreichen?
  37. 37. Employer Branding Checkliste Die vollständige Liste gibt es unter: http://arbeitgeber-zukunft.de/employer- branding-checkliste/
  38. 38. www.arbeitgeber-zukunft.de/bitkom heinemann@arbeitgeber-zukunft.de
  39. 39. Bildquellen Folie 1: https://www.flickr.com/photos/125303894@N06/14365669046/ Lizenz: https://creativecommons.org/licenses/by/2.0/

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