How employer branding becomes a lived corporate brand

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Employer branding only works well when it is an integral part of the overall brand. Strong employer branding should reflect the core of the brand message and be consistent with the corporate identity. It aims to build a bridge between the brand and the company's culture.

This takes into account both the internal and external view of a brand and closes the circle in order to inspire even the most difficult of all target groups of a brand – its own employees.

The goal is an Employee Value Proposition (EVP) , which serves as the counterpart to the Unique Selling Proposition (USP) in traditional marketing. The EVP represents the unique added value a company offers its team and forms the hong kong phone number data core of the employer branding strategy. Typically, the greatest added value can be found in a company's culture, resulting in the rule of thumb: Brand + Culture = EVP.



Competence: The foundation for employee loyalty & attractiveness
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Competence is one of the three foundations of any successful employer brand. Employees who can develop and apply their own skills not only feel valued but also actively contribute to the quality of the company. Ryan and Deci's self-determination theory states that experiencing competence is a core human need. The employer brand demonstrates the appreciation of competence through clear and honest career paths, targeted training opportunities, and the promotion of individual skills.



competence as an employer branding factor means
Quality and brand alignment: Specialists experience their work as a valuable contribution to quality assurance. This quality is reflected in the brand identity and sustainably strengthens the employer brand.

Targeted training and development opportunities: A training program, e-learning platforms, and partnerships with educational institutions support continuous training.

Career development and mentoring: Employees are supported in their professional development through clearly defined career paths, regular discussions and mentoring programs.

Incentives and reward systems: Feedback systems and KPIs promote performance management and, if used correctly, can increase the visibility of employee competencies.