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28.06.2022
Magazine category

Leadership as a success factor in employer branding

Creating sustainable corporate values has never been as important as it is today. Professionals are increasingly evaluating potential employers less on the basis of the salaries and benefits they offer and are instead focusing on intangible values such as reputation, culture and employee management. This makes it all the more important for companies to become a brand themselves and build a positive reputation. Leadership makes a decisive contribution to this in employer branding.

What exactly is employer branding?

In a nutshell, employer branding is the development of an employer brand. Everything that your company communicates to the outside world - via its own website, social media channels, emails and contacts with potential applicants - contributes to building this brand. Ideally, all communication on all channels should follow an employer brand story that authentically reflects the company's values. To achieve this, it is essential that this story is actually lived in everyday business life.

The development of an Employee Value Proposition (EVP)

The EVP is a holistic framework that companies set up in order to present a clear value to talents on the job market. This is based on the company's own reputation, leadership model, corporate culture and financial performance. The EVP provides the answer to the question: Why should I apply to this company and no other? Two needs must be met:

  • Extrinsic factors
    Arguments such as salary, status in the company, rewards or a good location continue to play a role for applicants.
  • Intrinsic factors
    This motivation relates to factors such as satisfaction, the fulfillment of one's own life goals and the compatibility of one's own values with those of the company.

You get this added value by optimizing the employer brand

Companies that cultivate their employer brand gain more reach on the talent market and increase their attractiveness. This is usually first noticeable in the HR department through the receipt of high-caliber applications. This also has economic benefits, as recruiting costs will fall significantly.

However, building an authentic employer brand does not only have advantages for future colleagues. Existing employees can often identify better with their company if they know what it stands for. This reduces staff turnover, increases motivation and ultimately boosts team productivity.

Leadership as a key role in employer branding

Managers play a decisive role in the employer branding process. They exemplify what the company has defined as its values. Factors such as sustainability, trust or social equality should not just be written down on paper, but should be actively practiced in everyday business life. Employer branding must not be a set phrase that was defined in a meeting - it only has impact if it is anchored in the corporate culture both internally and externally. This is precisely the central task that you have as a leader in this process. 

The development of an employer brand is a process that should be shaped by everyone involved. Together with the employees, meaningful visions are developed that should have an impact internally and later externally. A holistic task that penetrates into the smallest pores of the company. If this is successful, the result is an increase in the company's attractiveness as an employer and targeted employee retention. In order to achieve all these goals, it is ultimately important that the management is given a face. Employer branding is shaped by people and not by inanimate profiles or closed office doors. 

Our trainers will be happy to support you in achieving your personal leadership goals in an executive coaching session.

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