Employer Branding. Marketing the company as an attractive employer

Seminar paper from the year 2007 in the subject Organisation and Administration, printed single-sided, grade: 1,7, University of applied sciences, Neuss, course: Marketing, 14 entries in the bibliography, language: English, abstract: Employee attraction and retention will continue to play an important role for companies. Vacancies needs to be filled with qualified and flexible talents which are limited available on the HR market. Thus companies have to create effective instruments for fighting for talents. Before compiling a strategy for initiating an Employer Branding development, this working paper analyzes the needs for Employer Branding as well as the elements influencing the attractiveness of an Employer. According to surveys mentioned in the following chapters, it is proven that a strong Employer Brand has a significant influence in the employees performance and that a strong product brand can essentially support the development of the employment brand. The attributes playing highest role in Employer Branding importance are reputation of products and services, corporate culture and work environment. The practical roadmap for initiating an Employer Branding strategy consist of a four step system. Embedded system elements are (1) assess, (2) construct, (3) implement and (4) measure. In the phase of setting up an Employer Branding strategy as well as measuring its effectiveness, a benchmarking with other company's efforts and best practices can be helpful. Some sources and success stories are listed later in this assignment. A number of examples and numerous researches reflected in this paper allow to state that an investment in a strong Employer Branding is a good investment in the company's future. The global market, the current demographical trends and other challenges will produce a shortage of talents. During the last decade, many labour markets had encountered a shortage of skilled labour. In fact, whole industrial branches have had serious problems to fill vacancies. Many have forecast horror scenarios for the labour market, whereas others have created strategic concepts to cope with it. Employee attraction and retention will continue to be an important issue for many companies in the beginning of the 21st century. The new up-coming competition for talents draws the attention on a new strategy, in order to deal with the future challenge - Employer Branding. What supports a company's effort to built a strategy for developing his Employer Branding and to motivate his staff in order to withstand this competition for talents? To answer theses questions, the next chapters focus on the relevance of employer branding and on a concept of strategic Employer Brand management.