The "Employer Branding Navigator" from Oona⁺ examines various aspects of employer branding in companies that have been practicing the topic at the highest level for several years. The study sheds light on what has moved companies in this area in the last two years, where they stand today, how they organize themselves and what they are planning for the next two years. The agency would like to make a contribution to all professionals and those who want to become professionals.

Employer branding is becoming more relevant

According to the study, employer branding has received more attention and increased in importance in most of the companies surveyed over the last two years. This is also reflected in the resources allocated to this area - both in terms of personnel and finances. A good two thirds of companies have increased the number of staff in their employer branding teams. Half of them have also increased their financial resources at the same time. Consequently, many of the experts surveyed are of the opinion that they are now well positioned.

Currently relevant in employer branding are the topics of addressing and attracting specific target groups (rising), (further) developing EVP and employer brand (rising), strengthening brand awareness and image (stable), increasing social media reach and digital contact points (falling) and performance-oriented campaigns (falling).

The biggest challenges for the next two years, according to the respondents, will be in the areas of market, resources & legal, talent engagement & experience and authentic positioning.

For the Employer Branding Navigator the agency Oona+ 15 decision-makers and specialists in employer branding, recruitment marketing and talent acquisition were interviewed. The companies surveyed include the Amag Group, Baloise, CSS, Swiss Post, Ergon Informatik, Helvetia Insurance, KPMG, Migros Group, Post Finance, SBB, Siemens, Sunrise, Swisscom, Zurich University Hospital and Zürcher Kantonalbank.

The study with all its findings and further analyses can be can be obtained free of charge from the Oona+ website.

The agency was launched just under a year ago with a focus on employer branding, recruitment marketing and talent acquisition (Werbewoche.ch reported). The founder and Managing Director of Oona+, Sebastian Kuhn-Prohic, wants to fill a gap in the agency environment with 360-degree consulting in these areas. To this end, he is now bringing Aleksandra Orestijevic on board for the first time.

Aleksandra Orestijevic's previous roles range from project manager to transformation manager, consultant, facilitator, change agent and culture enabler. One of her focal points is the design of employee experience and employer branding.

"As a senior project manager and employer branding specialist, Aleksandra Orestijevic is an ideal addition to our young agency," Sebastian Kuhn-Prohic is convinced. "Our experience over the past year has shown that strong project management skills are in high demand from clients. They are also indispensable in the multidisciplinary environment and the often complex projects. Their expertise in internal employer branding and the design of employee experiences is an ideal addition to their skills along the candidate journey."

Tense situation on the labor market remains

Many companies still have countless unfilled vacancies. The reasons for this are the shortage of skilled workers, increasing global competition, changing attitudes to work and a new generation on the labor market that has high expectations and demands of companies.

"If production lines come to a standstill due to unfilled vacancies, this not only affects the company, but the entire economy," explains Kuhn-Prohic. The majority of companies do not have the capacity to develop measures and solutions internally with their own employer branding team. This is why the topic is now omnipresent in many management teams. "We have already won several contracts and will be able to show the first results in the coming months."

Fill gaps

"There is a need for a new agency that knows the multidisciplinary field around employer presence and employer marketing as well as we do," Sebastian Kuhn-Prohic, founder and CEO of Oona+, is convinced. Many agencies are too specialized or so large that they are overwhelmed by the often relatively small marketing and project budgets of HR departments.
The new agency combines competencies from marketing, communications, human resource management, technology and data intelligence to support companies in the "war for talent". "We're not the first, but certain concepts and approaches that worked ten years ago are simply no longer appropriate today," Kuhn-Prohic said. "There is room for fresh approaches from a younger generation of agency owners."

Tense situation on the labor market

Many companies currently have countless unfilled positions. The reasons for this are the shortage of skilled workers, increasing global competition, changed attitudes to work as a result of the pandemic, and a new generation on the labor market that places high demands and expectations on companies.

"When production lines come to a standstill because of unfilled positions, it doesn't just affect the company, but the entire national economy," explains Kuhn-Prohic. The majority of companies do not have the capacity to develop measures and solutions internally with their own employer branding team. For this reason, the topic is now omnipresent in many management teams. "We see a lot of potential here and are excited about the collaboration modes with the companies. As a young agency, we can adapt one hundred percent to the wishes of the client."

Not everything from a single source, but tailor-made

The plus in the company name is deliberately chosen: The subject is too complex to offer all services from one agency. "From my many years of experience, I know that the combination of expertise always brings the best solutions," says Kuhn-Prohic. Accordingly, Oona+ is starting with a network of agencies and platforms. This already includes the agencies The House, Hutter Consult and Monami from the Myty Group, the specialists for the latest generation of Yousty and the young company for Artificial Intellgence Visium: "We will continuously add to the network. Oona+ is the spearhead and involves the partners as needed. This ensures scalability right from the start," explains Kuhn-Prohic.

For all instead of a few

Oona+ founder Sebastian Kuhn-Prohic looks back on more than ten years of experience in employer branding, recruitment marketing and talent acquisition as well as sourcing. The economist holds a master's degree in economics from the University of Zurich and was most recently responsible for the Migros Group's competence center for employer attractiveness. "I was able to gain a lot of valuable experience at my last employer. But now it's time to offer the ideas, approaches and solutions to all companies - and not just to one group."

Kuhn-Prohic expects his company to grow quickly: "I have set high goals for my agency. The gap in the market has been identified - we will fill it with Oona+."