What are the challenges of an employer branding project?
From my own experience, I know that many companies have understood the topic and its importance, but just don't know how to get started. In addition, there are often few to no resources and a lack of skills in this area.
Also, I often hear, "we don't need another brand, we already have one." Yes it's true, the employer brand is an integral part of the corporate brand and at its core develops on the values and identity. But a strong corporate brand does not necessarily symbolize a strong employer brand. For companies without a perceivable employer brand, employer attractiveness is usually associated with the products or services. This perception can be both positive and negative, but it is not related to employer quality. Here, a neutral external party, in the sense of an agency, can provide very good support and point the way.
In addition, employer branding is often still seen purely as a task for Human Resources or Corporate Communications. Management is just as much requested and must lead the way and drive the issue forward. Furthermore, employer branding is not simply a project with a beginning and an end, but must be strategically anchored and thought about in the long term.
The current challenges for companies are greater than ever and the complexity is increasing. Very often, however, employer branding is still seen as an operational tool for recruiting, which must function as quickly as possible and generate applications.