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Communication

Branding

for startups

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July 29, 2024 - 3 Min Read Successful employer branding through a strong brand

Why employer branding is indispensable in marketing

In light of the talent shortage, employer branding has become an essential part of marketing. Internal marketing has always been among marketing’s tasks – from employee newsletters to summer parties and Christmas events. For a long time, however, the prevailing view was: “Recruiting is HR’s responsibility!” Today we know that a strong corporate brand – developed through close collaboration between marketing and HR – is decisive.

HR and marketing must work together

When HR and marketing recognize that employee retention and recruitment can only succeed together, great things can happen. Each department brings its strengths: marketing develops and communicates the corporate brand externally, creates engaging content, and builds strategies to convey the employer value proposition (EVP). HR drives internal initiatives for employee retention, gathers valuable insights from staff, and manages the recruiting process. Both departments must work closely together to create an authentic employer brand. One that not only attracts the right talent but also retains existing employees – strengthening the company sustainably over the long term.

Employer Branding an indispensable part of marketing

Foundations of employer branding

A strong and authentic employer brand begins with an in-depth analysis and development of the existing corporate brand. The corporate brand is the interface between company, employees, and customers – and thus the foundation for a strong employer brand.

By carefully identifying and articulating company values and culture, we create the basis for attracting employees who truly fit the organization.

Our approach in the employer branding process

Analyze and, if necessary, adapt company values and culture
Review existing values and make them transparent.
Formulate the employer value proposition (EVP)
Put into words the promise an employer makes to its employees.
Develop strategy and communication concept
Define candidate personas and candidate journeys, communicate toward applicants and employees, and differentiate from competitors.
Internal and external communication
Adapt and strategically communicate career page, job postings, all recruitment materials, and employee communication.
Review and adapt brand communication
Ensure that the entire marketing communication reflects the corporate culture.

Key learnings from our projects

Employer branding only works as a joint project between marketing and HR.
All relevant departments and executives must be informed in advance and support the project.
Employer branding is part of a holistic brand development approach.
Valuable insights come directly from employees on site (interviews, workshops, focus groups).
Acute hiring pressure should not be the deciding factor. Employer branding is a process and does not work overnight.
Companies must be proactive: employees need to be heard and solutions developed together.
Only companies that are aware of their own brand identity and corporate culture attract employees who truly fit them.
Corporate culture can only be successfully embraced if it is exemplified from the top down.
Internal communication comes before recruitment campaigns. The first goal is employee retention.
Developing brand ambassadors makes it easier to attract new employees.

Our recipe for success

This is how we design successful employer brands that attract applicants and retain talent in the long term. And this applies not only to our clients but also to ourselves. We want to lead by example as a best practice case and ensure that our employees are satisfied in the long run – something that only works at SYNBRAND when professional expertise is combined with cultural alignment. That’s why we only choose applicants with a strong cultural fit.

Author: Anna

For more than a decade, Anna has enriched the SYNBRAND team. As a Senior Brand Specialist, she supports our clients with her dedicated designer’s eye and strategic brand expertise – from workshops to campaign implementation. Outside of agency life, Anna is fully committed as a mother of two or giving it her all on the beach volleyball court.

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