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:

Rank 1 
Tour­ism

Rank 2 
In­form­a­tion Tech­no­logy (IT)

Rank 3 
Mech­an­ic­al en­gin­eer­ing

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. 

Pos­sible points of ana­lys­is to­ward 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:
 

Sil­van Wy­ser,

Em­ploy­er Brand­ing En­thu­si­ast, Mem­ber of the Ex­ec­ut­ive Board

Contact now