May 12, 2025 | Janine Praxmarer
Employer branding - what is it actually?
Many people may have heard of it, but not everyone can define exactly what it means. In short, Employer branding describes the Measures, that a company takes in order to as an attractive employer.
The aim is to create a strong Employer brand which both potential as well as Existing employees appeals to and binds people.
This brand is characterized by Various strategies and initiatives aimed at improving the company's image and reputation. So it's not just about advertising, but about a profound change in corporate culture and values that is communicated authentically and convincingly to the outside world.
But is that really the case?
Does employer branding exist, how do I recognize good/bad employer branding?
Well, I didn't really know that until I started my current job:
Here are some examples of what makes an attractive employer:
Good working atmosphere
Career opportunities
Work-life balance
Performance-related remuneration Corporate culture
Employee development
Transparent communication
But let's start from the beginning.
Who hasn't been there? Looking for a new job, be it on a whim, because we want to take on the adventure of a new chapter or because we are looking for a fresh challenge. Perhaps there are also personal, deeper reasons. There are many reasons, but that's not what this is about.
Today I would like to take you with me on my journey and how I experienced the topic of employer branding at first hand and what I was able to learn from it.
So, let's start Beginning begin:
During my bachelor's degree in business law, I worked part-time in retail. One day, I was overcome with the urge to try something new. I decided to leave my comfort zone, quit my job and set off in search of the next big challenge. Which, in hindsight, turned out to be a big mistake.
In my previous job, the concept of employer branding was virtually unknown and wasn't really practiced, but in retrospect my employer at the time was still unique.
But this was to change fundamentally at my next stop.
Perhaps we should start with the job advertisement:
Everything seemed to be perfect - For me personally - it was exactly what I was looking for: flexible working hours, a salary that was a lot higher than the standard pay scale, benefits, employee parking, training opportunities, a collegial working atmosphere, home office options, etc.
So I send off my application and wait. I wait and think after two weeks: That would probably be too good to be true.
But then I see - a new email - We would love to invite you to a virtual meeting. And so the meeting took place a few days later. I followed up very carefully; I had never heard of this company before, it was completely unknown to me, so I was skeptical but at the same time naive. My first thought after the meeting was: How had I never heard of this company before? Apparently they actually offer everything in the description. I was just hoping to get the job. As I said, yes, I was naive!
Here are some important aspects to look out for in employer branding:
• Authenticity:
The employer brand should reflect the actual corporate culture and values.
• Consistency:
The messages and measures should be consistent across all channels.
• Communication:
Clear and transparent communication with potential and existing employees.
• Employee retention:
Strategies for long-term employee retention.
• Attractiveness:
Measures to increase the company's attractiveness as an employer.
• Feedback:
Regularly obtaining and taking into account employee feedback.
And YES, I got it! Full of anticipation, I started my new job two weeks later. But what happened next, what I experienced there and sometimes still experience every day, was and still is hard to believe.
After all, I still work there - but not for much longer!
Stay tuned, because you'll find out in two weeks' time in part two, what actually happens.
But whether negative or positive, I think we all have our own experiences, so please feel free to share them with us, tell us about your experiences and what employer branding actually means to you.
We are pleased
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