Guest Lecture “Employer Branding vs. Product and Company Branding”

as part of the UX/UI Design, Communication and Digital Product Management programs

In our interactive HR Buzzword Talk, we explore artificial intelligence in recruiting and address the variety of questions it raises.

Building an audience-focused employer brand through solid culture, target group and competitor analyses and optimizing recruiting

• Analyses (company culture, competition, future fit) to develop the employer brand
• Developed an employer branding strategy with KPIs
• Strategic partner for employer branding and talent acquisition topics
• Internal values embedding across all employee touch points
• Introduction of an applicant management system and internal documentation and communication
• Managed a creative agency to translate the employer brand into a creative core idea

Strategic employer positioning and recruiting optimization at Stadtwerke Dessau

• Onboarded the new recruiter on all operational recruiting topics
• Digitalized, automated and optimized recruiting processes, including implementing a career dashboard
• Sharpened the employer brand with clear positioning
• Developed communication and content strategy, including metrics
• Defined target groups and created candidate personas
• Led interim optimization of the existing career site until handoff
• Managed a creative agency to develop a creative employer brand concept
• Implemented new communication channels (LinkedIn etc.) for candidate outreach
• Campaign management (focus: talent acquisition) for client channels (e.g., Instagram)

• Learn easy-to-implement measures to target qualified professionals (approach + communication channels) and stand out among employers

Workshops to develop standards and tools for future-oriented employer branding consulting

• Collaborative conceptual work on standards for consulting projects
• Sparring for preparing templates and aids for projects (e.g., checklists, questionnaires, presentations)
• Contributed to the evolution of the service portfolio

• Wrote journalistic pieces and edited for KubaParis – magazine for young art, Pajo One, etc.
• Created content for Facebook, Instagram and the website
• Hosted artist talks

• Strategically developed sales products and processes
• Expanded strategic partnerships and acquired new clients in open innovation

• Managed national and international artists, collectors and curators
• Led gallery exhibitions and art fair projects like Art Basel and Art Karlsruhe
• Represented the gallery at public events such as exhibition openings

• Contributed to the Landesmuseum Hannover and online magazine KunstNürnberg, etc.
• Developed and led workshops and tours for children and adults
• Organized exhibitions and events (performance evening, video screening, artist talk)

• Seminar organization, support and documentation (participants from developing and emerging countries)

• Coordinated press, loans and transports
• Supported exhibition installation