1. Benfica Stadium
Employer Branding & CR7
Published on June 11, 2018 Edit article | View stats
Alexandra von Muralt
Passionate Recruiter, CV-Consultant & Apocaloptimist
7 articles
I have been a huge football fan ever since my stepfather forced me to manage the official
game watch of the local football team at the age of 10. Every Sunday I was the proud owner
of the official 'Match-Uhr' and was responsible for ensuring that the score was always
correctly displayed and the clock set on the correct game time. It was the age of magnet
numbers. So little me also had to climb up a chair to even reach the height of the watch to
exchange the 0 by a 1 etc. . Naturally I then went on to accompany my stepdad in the
national league duties and till now a good football game enlightens my day. At the
Champions League final end of May I was in front of the TV and sadly heard the news of
CR7 (Cristiano Ronaldo) leaving Real end of season. I did understand why he positioned it
at his personal Champions League winner interview even though I would have hoped to
only hear about the game and not his personal marketing strategies. With a few weeks of
distance and interesting employer branding experiences & observations in the last few
months I can clearly see some patterns. CR7 wanted to own the narrative before his
employer informed officially. He wanted to be seen as the successful player having options.
Real Madrid (his current employer) looked like they did not apprecciate CR7 (& also Gareth
Bale who shared a similar story).
For every employer (& employee) the branding is a similar exercise. You need to appear in

2. charge of your strategy and present yourself as the perfect and equal partner in negotiations.
The roles haven't always been in this setting. In previous decades the employee was the
receiver, the employer the giver. And many employers nowadays still get caught in the old
pattern of leading the conversations, setting demands or presenting offers to employees that
do not meet the required wishes & demands. And every so often it is so much more than
money and employer is seeking. All of my colleagues, peers, former bosses, mentees and me
do not only work for the money. Our generation does not get motivated only by money and
status. It is fair treatment, flexibility on work hours & presence, appreciation, development
perspectives, an interesting area of responsibility, a trusting team, to only name a few of the
key factors why people decide to work for an employer. So whatever employer strategy a
company decides to run on, 'be human & fair play' summarizes most of the points that define
if the strategy will succeed or not.
In this sense I wish all a great world championship and that you have the privilege of being
valued at work (& have the work flexibility to watch some of the great games in the coming
weeks).
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Alexandra von Muralt
Passionate Recruiter, CV-Consultant & Apocaloptimist
Published • 2yr
7 articles
Employer Branding, Employee Branding and why CR7 presents a good example #CR7 #CristianoRonaldo
#employerbranding #employeevalueproposition
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Alexandra von Muralt
Passionate Recruiter, CV-Consultant & Apocaloptimist
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