The power of the employer brand – How to attract top talent

“People don’t leave bad jobs. They leave bad cultures.“
– Simon Sinek

Development, maintenance and strategic use of employer branding along the entire candidate journey

In times of skills shortages, generational change, the need for a sense of purpose and growing transparency through social media, it is no longer just salary and title that decide whether someone wants to become part of a company – it is above all the corporate culture they experience. This is precisely where employer branding comes in.

Today, a strong employer brand is more than just a recruiting tool – it is a strategic success factor for sustainable corporate development, innovation and employee retention. But how is an authentic employer brand built? How is it cultivated, lived and used in a targeted manner along the candidate journey?

This article shows how employers can attract and retain the best talent in the long term with a well thought-out, credible and target group-oriented brand strategy.

Why employer branding is indispensable today

From job advertisement to cultural movement

Employers are undergoing a systemic change: while people used to actively look for work, many organizations are now actively competing for qualified specialists and managers. The balance of power on the labor market has shifted – in favor of employees. If you want to attract talent today, you need more than just a good job: you need a sense of purpose, trust, development and identification.

The employer brand describes the image of a company as an employer – how it is perceived by existing, former and potential employees. It is based on the corporate culture, management behavior, communication, development opportunities, values and emotionality of a company.

Studies and figures speak for themselves:

• 75% of all job seekers inform themselves intensively about the employer before applying – especially on kununu, LinkedIn, Instagram and the career site. (Source: CareerBuilder)
• 69% of all applicants would turn down a job offer if the company’s image is negative – even if the salary is better. (Source: Glassdoor)
• A strong employer brand canreduce application costs per job by up to 50%. (Source: LinkedIn Talent Solutions)

A strong employer brand saves money, attracts suitable people, motivates, holds people together – and conveys the organization’s identity to the outside world.

The strategic structure: from value analysis to addressing target groups

Employer branding is not a marketing campaign, but a holistic, long-term strategic process that builds on the foundation of the corporate culture.

a) The Employer Value Proposition (EVP): Your central brand essence

The EVP is the promise that an employer makes to employees and applicants. It answers the question: “Why should someone work for us – and stay?”

Elements of an effective EPP

• Cultural identity: values, working style, collaboration, leadership principles
• Development opportunities: Further training, promotion opportunities, feedback culture
• Work-life integration: flexibility, working from home, mental health
• Social responsibility: sustainability, diversity, inclusion
• Uniqueness: What specifically distinguishes us from our competitors?

Tip: EVP = authentic + relevant + differentiating + consistent.

b) Target group personas: Who are we building the brand for?

Employer branding does not work according to the watering can principle. Different target groups have different expectations

• IT specialists are looking for meaningful projects, agile teams and working from home.
• Nursing staff expect respect, appreciation and compatibility.
• Career starters need orientation, mentoring and purpose.
• Managers expect creative freedom, purpose and trust.

Recommendation: Develop candidate personas with a focus on values, lifestyle, information behavior, trigger points and career goals.

Employer branding as a lived culture

An employer brand is not a glossy campaign. It must be lived, experienced and continuously reviewed. It starts inside the organization – and works outwards from there. Feedback as a strategic management tool: Good employers listen – actively and regularly. Make use of it:

• Employee surveys
• Stay interviews (Why are you staying?)
• Exit interviews (Why are you leaving?)
• Pulse checks (mood barometer)
• Evaluation platforms such as kununu or Glassdoor

Question: How quickly and consistently is feedback incorporated into decisions?

Employer branding = lived HR processes: You can’t sugarcoat what doesn’t work internally. Check:

• How do employees experience onboarding?
• Are there comprehensible development paths?
• Are diversity & inclusion goals lived or just communicated?
• How transparent are decisions?

💬 Quote from an applicant: “I applied because of the video on LinkedIn – and at the interview I experienced exactly what was promised. That was my aha moment.”

Employees as brand ambassadors

The most credible voices are not the company spokespeople, but the company’s own employees.

Activate your team:

• Campaigns like #myemployer
• “Employee Takeover” on Instagram or LinkedIn
• Employees as guests at trade fairs or panels
• Visibility in job videos and blog articles

Employer branding along the candidate journey

The employer brand is effective when it can be felt at every touchpoint with talent – along the entire candidate journey:

Phase 1: Attention

Objective: To generate visibility and interest.
Channels: Social media, podcast, YouTube, trade fairs, collaborations

Examples:

• Career site with clear language and strong images
• Testimonials from real employees
• Professional articles on LinkedIn
• Insights into everyday working life via Instagram Reels

Question: How do potential applicants experience your first impression – mobile, fast and personal?

Phase 2: Orientation & consideration

Objective: Build trust, meet information needs
Channels: Career site, job advertisements, assessment tools, initial contact via e-mail

Elements of a convincing presence:

• Values and culture presented transparently
• Clear information on benefits, development, diversity
• Application process explained (duration, steps)
• Employer brand video or culture compass

Best practice: Show what makes you special – with authentic videos or testimonials from different teams.

Phase 3: Application & selection

Goal: Smooth, appreciative process
Channels: E-mail, application tool, interviews, feedback

To-dos for employers:

• Making applications possible on mobile devices
• Prompt, personal communication
• Transparent salary information & working hours
• Inclusive wording in job texts

Question: Are applicants considered customers?

Phase 4: Onboarding

Goal: consolidate trust, strengthen social integration
Channels: Welcome packages, mentoring, induction plan, check-ins

Success factors:

• Welcome before the first working day (pre-boarding)
• Structured first week (people, processes, culture)
• Contact person for all questions
• Feedback round after 30, 60 and 90 days

First impressions have a lasting effect. Positive onboarding increases the likelihood of long-term retention by up to 69 %. (Source: SHRM)

Phase 5: Development & bonding

Goal: Inspire and develop employees in the long term
Channels: Employee interviews, development programs, events, intranet

Building blocks:

• Internal career paths
• Cultural workshops & exchange formats
• Participation in projects and innovations
• Flexible working models

Your existing employees are your best advertising ambassadors.

Conclusion: The employer brand is your invitation to the future

A strong employer brand is not a trend – it is a strategic necessity for future-oriented companies. It is an expression of a lived culture, honest communication and a clear attitude. Employer branding means making promises – and keeping them.

Three steps to get started today:

1. Develop or sharpen EVP: What really makes you tick?
2. Analyzing the candidate journey: Where do brand moments arise?
3. Activate the brand: Involve employees, use feedback, become visible.

Top talents are not just looking for a job – they are looking for meaning, perspective and a team that wants to make a difference together.