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The labor market is currently shifting back from an employee market to an employer market, with the actual manifestation varying by industry. Companies must therefore adapt to a changing dynamic that presents both challenges and opportunities. It still holds true: given the shortage of skilled workers and demographic change, HR and employer branding are not a nice-to-have, but remain a strategic necessity in the competition for the best employees. As an experienced HR & Employer Branding Agency, we are happy to help you succeed in this competition.
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Ideally, before a campaign starts, a joint workshop should be conducted by the agency with representatives from the HR department of the respective company. Key questions regarding authenticity and cultural change are honestly addressed. For example: What do current employees value about the company as an employer? And where is there potential for improvement regarding appreciation, flexibility, and self-realization? These insights then form the basis for credible communication that considers and directly addresses the wishes and needs of the new generation of applicants.
Fundamentally, HR and employer branding are not a marketing initiative, but part of a holistic management approach. The basis for the success of an employer branding campaign is therefore a triad of C-level commitment, cross-functional collaboration, and clear governance. Furthermore, a successful campaign should always be embedded in a company’s overall marketing strategy and harmonize with corporate brand, product marketing, and internal communication. Only in this way can a consistent brand experience be created across all touchpoints and communication channels, which sustainably strengthens the brand.
User-generated content from employees achieves a significantly higher engagement rate in recruiting than traditional corporate communication. Successful HR and employer branding campaigns therefore systematically integrate and orchestrate authentic employee stories (e.g., video testimonials, day-in-the-life formats, behind-the-scenes content), structured ambassador programs (selected employees as brand ambassadors with training and guidelines), and social selling integration (employees as content distributors in their own network). Crucially: participation must be voluntary. And employees need genuine creative freedom within clearly defined guidelines from the agency to fulfill their role as credibility multipliers.
The candidate journey today typically involves 15 to 20 touchpoints, spanning a period of several weeks to months. A successful HR and employer branding campaign therefore considers four coordinated journey phases from the outset:
1. Awareness: LinkedIn Ads, Programmatic Display, Content Marketing, Influencer Collaborations
2. Consideration: SEO-optimized career page, HR and employer branding videos, webinars, podcast appearances
3. Application: Mobile-optimized application process, chatbots for real-time support, clear communication of next steps
4. Onboarding Retention: Pre-boarding programs, mentoring, continuous feedback
Crucial is seamless multichannel orchestration across owned, earned, and paid media – naturally, always with a consistent message in the channel-specific preparation by the agency.
HR and employer branding are a marathon, not a sprint. The most sustainable successes are achieved by campaigns from companies that rely on a long-term HR strategy and consistently build their employer brand over years – while still flexibly reacting to market changes at all times. This means: regular refresh cycles, reaction to societal trends (sustainability, diversity, New Work, etc.), integration of new channels and formats, and continuous development of the corporate culture.
We are your HR Employer Branding Agency: Schedule a personal consultation appointment in our calendar today!