Universum consultants answer your questions about employer branding strategies and give hints for your daily work. In this issue Axel Keulertz, Research Director DACH, helps you to discover your employer brand. If you would like to ask your own questions, please email us:
UQtip (at) universum.se

Q: There is often a huge overlap in the employer image of companies in the same industry or of companies who offer similar products. How can an employer discover its own differentiating employer brand?

A: The more your employer brand correlates to your company or industry image, the less independent you are of the natural fluctuations of these variables. Therefore, we suggest adjusting your employer brand to your company brand in terms of marketing and communication strategies (which is important in order to be seen as true and consistent). Try to develop your own employer profile, built on your main strengths and what you can offer. To identify those strengths, it is essential to focus on the internal perception of the company in addition to the external image.
Try to discover what makes your employees stay at your company and what makes it easy for them to identify with their employer. Our experience is that you learn so much more about your differentiating factors this way. And once you have identified the main criteria that make you unique, you have to communicate that through the right channels. Consider using creative communication strategies that enhance your uniqueness in the right manner.