Employer Branding

Stuttgart University of Applied Sciences - Faculty of business and economicsGeneral Management

“Employer Branding”

Submitted by: Magda Kharazishvili Mai 27, 2014

1 Introduction 2 Defining Employer Branding 3 Benefits of Employer Branding 4 How to build an Employer Brand strategy 5 Conclusion 2 2 3 4 5




Besides products, goods and capitals, Employees also play an essential role for a company’s success. Therefore, it is extremely important for companies to find highly qualified employees and to retain them in a company as long as possible. Due to the demographic changes, the shortage of skilled professionals and the other multiple changes in socio-economic conditions make high qualified employees a scarce resource for industrially developed countries. However, it is not remarkable that the term ”war for talents” is frequently used term in the media. Despite numerous applications received by a company, there is also a high risk of a selecting a wrong candidate. Sometimes companies hiring unskilled employees can result in high staff attrition as a consequence, which is not only annoying, but also cost a lot of time and money. And hence, there are new methods and strategies developed in order to make a first contact with the right candidates, recruit effectively and retain a high potential workforce for the companies. Employer Branding is one of the strategic measures in which concepts from marketing are used. It helps a company to represent itself as an attractive employer and stand out from other competitors in the labor market. (Katoen, Macioschek, 2007, p. 1)


Defining Employer Branding

Employer branding is a relatively new field in research and management. Scientific literature on this topic is still scarce where as quite a few management handbooks have been in publications during recent years (Christiaans, 2012, p.11). A Branding is a strategic concept used by a company, which is focused on the formation and...