The power of employer branding: Why it is crucial for successful companies.
The labor shortage reached a record high in 2023. Companies are under increasing pressure to utilize employer branding as a key strategy to attract and retain top talent in the long term. A clear Employer Value Proposition (EVP), workplace diversity, and authentic, inclusive communication play a central role in this. Companies that strengthen their brand and position themselves as desirable employers are more successful in the long run in the competition for talent.
«War for talent» in Switzerland
According to the employer rankings by Universum, an international expert in employer branding from Sweden, this topic is relevant for 97% of the world's most attractive employers. The «War for Talent» is also affecting Switzerland. As shown by the Adecco Group's Labor Shortage Index Switzerland 2023, there is a shortage of highly qualified workers. Despite the current economic slowdown, the labor shortage in 2023 increased by 24 percent, reaching a new record. Recruiting personnel remains a challenging task for companies in Switzerland. This highlights why it makes sense for companies to allocate budgets not only for product and service communication but also for communication with potential employees.
Diversity in the workplace: Challenges and opportunities
Brands today are more diverse than ever, but diversity and gender issues present new challenges for companies in their search for the right employees. Interestingly, a new study titled «Women in Business and Management: The Business Case for Change», which surveyed more than 12,000 companies across 70 countries, found that over 57 percent of companies confirmed that gender diversity improves business performance. Even more impressively, nearly two-thirds of companies with an active gender diversity monitoring system in leadership positions reported profit increases of 5 to 20 percent, with the majority seeing gains of 10 to 15 percent. In light of these findings, it becomes clear that employer branding can play a crucial role. This begins with gender-sensitive language, making a revision of corporate language unavoidable.
Positioning
Positioning: The foundation of employer branding strategy.
If your company decides to engage in employer branding, it is essential to collaborate with an experienced agency that takes the needs and requirements of all stakeholders seriously. We offer tailored solutions through workshops involving all responsible parties, whether it’s the HR team, management, or marketing. In this setting, we address the following key questions:
Who are we today?
This involves exploring the company’s identity. What values and cultures define it? This self-reflection is crucial for conveying an authentic employer brand outwardly.
Where do we want to go as an employer?
This question looks to the future. What goals and visions are being pursued? A clear understanding of where the development should head helps plan the necessary steps.
What do we offer?
What unique benefits can be offered to potential employees, and how does the company differentiate itself from competitors? This forms the foundation for the Employer Value Proposition (EVP).
Who do we need for this?
This question refers to identifying target groups, also known as personas. Who are the employees of tomorrow that should be addressed?
The Employer Value Proposition (EVP)
The EVP is the heart of employer branding and encompasses the core elements that define a company as an attractive employer. It represents the essence and core of the company’s identity and plays a key role in attracting potential talent and retaining existing employees for the long term. The EVP consists of various components, including the company's vision, lived corporate culture, differentiating factors from the competition, as well as offered benefits and training opportunities. These elements are carefully developed during the employer branding process and together form a compelling message for potential and current employees. A strong EVP makes the company attractive to talent by providing insight into the company’s values, work atmosphere, and career opportunities. It addresses employees' needs and expectations and helps create a friendly work environment. The EVP should be continuously maintained and further developed to meet the changing demands of the labor market and ensure long-term success.
Employer Branding Messages
Like all communication, employer branding depends on language. Therefore, gender-sensitive, inclusive, and powerful language is crucial. Direct communication on equal terms, tailored to different target groups, is essential. This allows companies to convincingly communicate their values and culture, creating a personal connection with potential employees.
Employer Brand Experience
The EVP and messages form the core of employer branding and are communicated through integration into the brand world. Similar to the brand itself, employer branding creates an environment that shows potential employees that they are welcome in your company and can grow. This environment should reflect the corporate branding and be specifically tailored to employer branding.
In summary, through a comprehensive employer branding strategy that focuses on authentic language, employer positioning, and the development of a convincing EVP, your company can successfully compete in the labor market.
Summary
1. Labor Shortage in Switzerland
Employer branding is a critical factor for companies to differentiate themselves in the «War for Talent» and retain talent for the long term.
2. Challenges of Diversity
Companies face new challenges in finding employees due to diversity and gender issues. Inclusive language in employer branding strengthens the connection with potential employees and authentically reflects company values.
3. Foundations of Employer Positioning
A solid employer branding strategy requires a tangible identity, vision, and unique offerings. The EVP is the heart of a compelling employer brand and crucial for attracting and retaining talent.
4. Integration into the Brand World
The EVP and related messages must be seamlessly integrated into the brand world to create a positive experience.
5. Continuous Development
Continuous adaptation and development of the employer branding strategy are essential for long-term success and a clear positioning as an attractive employer.
Would you like to know more about employer branding?
Best Practice Case: Coop Jobs
In developing employer branding for the Coop Group, the goal was to create a visual identity that reflects Coop’s values and connection with its brands, employees, and the Swiss market. Through intensive analysis and close collaboration with Coop’s leaders, we developed a new employer branding strategy that combines the company’s tradition and innovative strength while putting people at the center. The group’s corporate design was incorporated and supplemented with a few additional elements to showcase the message «Working where life happens.» This highlights the many opportunities available to employees and creates a transparent information portal that not only lists open positions but also provides insight into the company’s vibrant culture.
The design concept features clean lines, natural colors, and emotional imagery to capture the lifestyle of the Swiss population while maintaining a connection to the Coop brand. These elements were carefully chosen to ensure modern and appealing communication that underscores Coop’s position as an attractive employer in Switzerland and further strengthens employee loyalty.