Background to the task:
We are not perceived as attractive enough as an employer in the talent market. The brand awareness of our employer brand is insufficient. Growth and insourcing are leading to a high recruiting volume. At the same time, incoming applications are declining. Open positions are largely difficult to fill due to specialization and a competitive talent market. Different recruiting activities from various company departments are currently taking place, leading to brand fragmentation. The Employer Branding Reboot project aims, in addition to increasing employer awareness and attractiveness, to unify our external and internal presence. The EVP has already been sketched internally. The next phase of the project now builds on this.
Tasks:
- Develop a creative concept and visual identity, taking into account the EVP cornerstones, existing brand guidelines and all channels and touchpoints. This includes
- Formulating the EVP in the form of an Employer Brand Positioning Statement, a Unique Employment Proposition and a Cultural Fit Description
- Developing a central claim (in English and/or German) for use on our career websites as well as for communication, recruiting, and employer image campaigns
- Creating several creative routes to visualize the employer brand within the existing guidelines and considering the requirements of different applications, channels, and formats (e.g., video)
- Designing a draft for the redesign of our career page(s) based on the preferred route
- Developing an Employer Brand Guide
Our vision:
- The ultimate goal of employer branding is to become a brand.
- We win and retain the talents we need.
- As a preferred employer, we top the list for those talents who are committed, question conventions, and believe in themselves.
- Based on our identity, we communicate who we are, what sets us apart, and where we are headed.
- We position ourselves clearly, providing orientation to talents when they consider us as an employer.
- Our employer brand forms the framework for strong personnel marketing measures, a powerful recruiting organization, and identity-building internal initiatives.
- Our employer brand is part of an integrated brand strategy.
Creative expectations:
- A concept of the highest creative excellence that emotionally engages, clarifies who we are, how relevant we are, and that our company is an outstanding choice as an employer.
When is the measure successful?
- Application numbers increase
- We achieve a tangible and visible presence in the employer market (the tech industry)