Employer branding starts with thinking
Silvan Wyser | 8. March 2023 | 2 minutes reading time
Many companies at the moment are desperately seeking skilled workers – and can't find any. What could be the reason for this?
Since 2019, more people in Switzerland are leaving the workforce than entering it. That is a demographic fact. And it is causing the labour market to dry up. But is this the only reason why your recruiting is struggling? Or is it perhaps because your employer brand is not as sexy as you think? And therefore you look rather pale in the "war for talent"?
These sectors are particularly affected by the shortage of skilled workers:
Information Technology (IT)
Construction and healthcare follow close behind.
Source: Federal Statistical Office
If your employer brand really needs a refresh, then you should definitely not torture the marketing department into creating a "crisp" video. And you should not go buy a table tennis table or build a slide from the rooftop bar into the underground car park. And you should certainly not start offering free fruit, sparkling water or sweets. What you first need to do is run an analysis and derive clear – and above all – measurable goals from it. Because successful employer branding is built from a robust employer branding strategy.
How is my company positioned? (Image status as an employer)
Comparison of self-image and external image (internal and external perception)
Strengths/weaknesses and opportunities/risks from a HR perspective
Definition of target groups (incl. personas)
Benchmarks (measure yourself against the best!)
Analysis of existing data (employee satisfaction, time-to-hire, fluctuation, industry/association figures, etc.)
Provisioning models (e.g. "bring a friend")
Analysis of HR tools, HR products and HR touchpoints (e.g. onboarding, online applications, etc.)
Dealing with evaluation platforms (Kununu, Glassdoor, jobs.ch, etc.)
Analysis of the corporate culture (MA strategy, working atmosphere, leadership style)
Analysis of the employee's external image; e.g. towards customers and partners
Review job advertisements and job channels
The analysis effort can be reduced depending on the extent of existing information.
Don't know where to start? We can support you with a 1-day "go to" employer branding workshop to clarify these points and create concrete recommendations for action. We can then start implementing these measurable actions for real – but really real – impact on your business.
Sounds good? We are here for you.
Get in contact for a non-binding initial consultation:
Employer Branding Enthusiast, Member of the Executive Board