Rule #1 in employer branding: Don't be afraid to be different...

9th Novem­ber 2023 | 4 mi­n. read | Mi­cha­el Ruet­ti

...be afraid of be­ing the same as every­one else. Many com­pan­ies, es­pe­cially in B2B or tra­di­tion­al in­dus­tries, are afraid to ex­per­i­ment with new and in­nov­at­ive em­ploy­er brand strategies. Mostly for fear of scar­ing off po­ten­tial em­ploy­ees or dam­aging the ex­ist­ing cor­por­ate im­age.

Why is that? Swiss com­pan­ies can be proud of both their ori­gins and their level of in­nov­a­tion. Ser­vices and products are usu­ally highly com­pet­it­ive. However, as soon as it comes to their own team, new spe­cial­ists or teach­ers, they lose their in­nov­at­ive strength and ap­pear rather staid. People look en­vi­ously at large US com­pan­ies and think to them­selves: we should do the same. 

But if you look be­hind the facades, you quickly real­ize that the US work cul­ture also only boils with wa­ter. Everything else is hard work, which usu­ally starts with po­s­i­tion­ing, de­liv­er­ing good stor­ies and great im­ple­ment­a­tions. And that's ex­actly what we're all about. 

We sup­port you in find­ing the right in­nov­a­tion for your em­ploy­er brand­ing and spe­cial­ize in im­ple­ment­ing it. The more cre­at­ive, the bet­ter, but al­ways tailored to you. In our Em­ploy­er Brand­ing (EB) design sprint, we work with you to define key val­ues and test them on a very real­ist­ic pro­to­type.  

In­ter­es­ted?

Then we have three more top­ics for you.

Firstly: Em­ploy­er brand­ing relates to a spe­cif­ic mar­ket seg­ment. And this dif­fers fun­da­ment­ally from your tra­di­tion­al busi­ness. Con­sider em­ploy­er brand­ing as a sep­ar­ate dis­cip­line with­in brand­ing. Po­s­i­tion your­self in the "war for tal­ent" dif­fer­ently, more cour­ageously, more au­then­tic­ally - and with the right tone. 

Secondly: Em­ploy­er brand­ing is not an ex­clus­ive HR top­ic. Of­ten loc­ated in HR, the top­ic must be seen as a cent­ral man­age­ment task. It se­cures the fu­ture of your com­pany.

Thirdly: Em­ploy­er brand­ing is fun! That sounds banal. But it's not about pro­cess op­tim­iz­a­tion or in­creas­ing ef­fi­ciency, it's about the most im­port­ant as­set your com­pany has: its cur­rent and fu­ture em­ploy­ees.

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