The ten biggest mistakes in employer branding
Failing to recognize the company’s unique selling points, ignoring the needs of current and future employees, or not making employer branding a top priority—these are just a few of the mistakes companies can make when it comes to employer branding. News Aktuell, a dpa subsidiary, and Faktenkontor use an infographic to show what companies should avoid when developing an employer brand.
In order to win over applicants, it is no longer enough to present the economic success of a company. Future employees are interested in what is offered to them apart from sales figures. This also includes a positive reputation as an employer, as employees find out about a company on various platforms.
Companies should also not neglect networking, because contacting potential applicants at an early stage facilitates future recruiting. Keeping an eye on employer rankings on job portals is also a must, as this allows companies to see whether their external image is changing.
Last but not least, employee satisfaction is one of the key objectives in developing a strong employer brand. Because if they like their job, they can act as ambassadors for the company and communicate their liking for their workplace to the outside world. The channels for this vary: among friends and family, on social media, or in business networks.
"How to drive employer branding safely against the wall":
1. employer branding makes the trainee
Bosses have more important things to do.
2. what we offer potential employees?
Uh...We don't know ourselves. No one has ever thought about it.
3. we are interchangeable as an employer. So what?!
An employer brand with a strong profile is completely overrated.
4. promise much, deliver little
Once the new employees are here, we won't have to keep our promises either.
5. we do not care about bad reputation
Those who don't come to us because of our bad reputation don't fit in anyway.
6. top positions in employer rankings are only for nerds
We don't need additional arguments for applicants that we are great.
7. employee satisfaction is a nice luxury
Those who care about satisfied employees only distract from our
Entitlement to benefits.
8. networking is only for HR people who don't have a hairdresser to talk to.
Establishing contacts with applicants at an early stage? Much too time-consuming!
9. the best way is printed job ads
Digital channels are newfangled nonsense!
10. once the employer branding budget is spent, it's gone
We don't even measure the strength of the employer brand. That only leads to unnecessarily high expectations on the part of the bosses.
News Aktuell (Switzerland) was founded in 2000 by the national news agency Keystone-SDA as a joint venture with the German press agency DPA and is now fully owned by the DPA Group.
