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 the topic of artificial intelligence (AI) in recruiting and address the wide range of related questions.

Building a target-group-aligned employer brand through in-depth culture, target group and competitor analyses and recruiting optimization

• Analyses (company culture, competition, future fit) to develop the employer brand
• Creation of an employer branding strategy with KPIs
• Sparring partner for strategic topics in employer branding and talent acquisition
• Embedding internal values across all employee touchpoints
• Implementation of an applicant tracking system and internal documentation and communication
• Managing the creative agency to translate the employer brand into a creative core idea

Strategic employer positioning and recruiting optimization at Stadtwerke Dessau

• Onboarding the new recruiter into all operationally relevant recruiting topics
• Digitizing, automating and optimizing recruiting processes, including implementing a career dashboard
• Sharpening the employer brand through clear positioning
• Communication and content strategy including metrics
• Defining target groups and creating candidate personas
• Project lead for interim optimization of the existing careers page up to contract award
• Managing the creative agency to implement a creative employer branding concept
• Implementing new communication channels (LinkedIn, etc.) for candidate outreach
• Campaign management (focus: talent acquisition) for the company's own channels (e.g., Instagram)

• Learn simple, implementable measures to target suitable skilled workers in a focused way (approach + communication channels) and stand out from the mass of employers

Strategic and operational support for clients as well as workshops, trainings, lectures, panels, publications around employer branding and talent acquisition

Example client project in the public sector, strategic employer positioning & digital communication strategy, 04/2023 – 12/2023

• sharpening the employer brand through clear positioning (values, EVP, core messages)
• consistent communication and content strategy for online and offline channels including KPIs
• defining target groups and personas for tailored communication
• project management of the career page redesign, including managing the creative agency and contracting
• implementing new digital channels (e.g. LinkedIn) and setting up editorial routines
• designing and executing cross-channel communication campaigns (focus: talent acquisition) for client-owned channels
• digitizing, automating, and optimizing recruiting processes, including implementing a career dashboard

• disciplinary and technical leadership of the talent acquisition team
• strategic goal setting including roadmap, KPIs, and budget for talent acquisition
• professional development of the team through agile working methods: OKRs, Lean Leadership, agile workshops
• creating data analyses and deriving measures for recruiting and employer branding
• responsible for the employer branding strategy
• developing and implementing a diversity strategy in hiring
• promoting and advancing the recruiting culture in the company

• Strategic development and implementation of the Oetker Digital employer brand as product owner, including budget responsibility in close collaboration with management
• Creation of an employer brand guide based on internal and external target group research, including EVP, candidate personas, channel strategy, and KPIs
• Responsibility for the entire employer presence (online & offline channels) with a cross-functional team (brand strategy, digital marketing, product design)
• Collaboration on the Oetker Digital (career) website focused on content creation
• Management and further development of recruiting processes and strategy
• Coaching of colleagues and hiring managers in recruiting

• Recruitment and placement of personnel for new and existing clients
• Management of sales process control as well as applicants and employees

• Curation of themed sections focusing on contemporary art
• Editorial management and proofreading of the exhibition catalog (German/English)
• Production coordination of new artworks and exhibition materials

• Exhibition and event management, including budget administration
• Editorial responsibility for publications and printed materials such as flyers or the member magazine
• Writing and proofreading press, information, and catalog texts

• Guided tours in German, English, and Italian

• Data maintenance and archiving, including SAP
• Support for internal projects