Employer Branding

16Seminar paper from the year 2007 in the subject Organisation and Administration, printed single-sided, grade: 1,7, University of applied sciences, Neuss, course: Marketing, 14 entries in the bibliography, language: English, abstract: Employee attraction and retention will continue to play an important role for companies.Vacancies needs to be filled with qualified and flexible talents which are limitedavailable on the HR market. Thus companies have to create effective instruments forfighting for talents. Before compiling a strategy for initiating an Employer Brandingdevelopment, this working paper analyzes the needs for Employer Branding as well asthe elements influencing the attractiveness of an Employer. According to surveysmentioned in the following chapters, it is proven that a strong Employer Brand has asignificant influence in the employees performance and that a strong product brand canessentially support the development of the employment brand. The attributes playin16ghighest role in Employer Branding importance are reputation of products and services,corporate culture and work environment.The practical roadmap for initiating an Employer Branding strategy consist of a fourstep system. Embedded system elements are (1) assess, (2) construct, (3) implementand (4) measure. In the phase of setting up an Employer Branding strategy as well asmeasuring its effectiveness, a benchmarking with other company s efforts and bestpractices can be helpful. Some sources and success stories are listed later in thisassignment.A number of examples and numerous researches reflected in this paper allow to statethat an investment in a strong Employer Branding is a good investment in thecompany s future. The global market, the current demographical trends and other challenges will producea shortage of talents. During the last decade, many labour markets had encountered ashortage of skilled labour. In fact, whole industrial branches have had serious proble16msto fill vacancies. Many have forecast horror scenarios for the labour market, whereasothers have created strategic concepts to cope with it.Employee attraction and retention will continue to be an important issue for manycompanies in the beginning of the 21st century. The new up-coming competition fortalents draws the attention on a new strategy, in order to deal with the future challenge- Employer Branding.What supports a company's effort to built a strategy for developing his EmployerBranding and to motivate his staff in order to withstand this competition for talents?To answer theses questions, the next chapters focus on the relevance of employerbranding and on a concept of strategic Employer Brand management.