Employer branding
Employer branding is the deliberate building of an attractive employer brand so that a company is noticed, found and chosen by suitable professionals and apprentices.
An employer brand credibly shows what a company stands for, how people work there and what employees can expect — on the careers page, in social media, in job ads and increasingly in the answers of AI assistants.
As important as the message is the application path: long forms and mandatory cover letters deter applicants, a short mobile process increases the number of applications.
Examples are the zieglmeier.jobs application portal with applying in nine short steps without a cover letter and the careers area on the Steuerkanzlei Seitz website.
What to look out for
- Find out why employees stay — and show exactly that credibly.
- Create a careers page with real insights, photos and contacts.
- Make the application path short and mobile: few steps, cover letter optional.
- Publish job ads as their own findable pages instead of just PDFs.
- Involve employees, for example with insights on social media.
Common mistakes
- Interchangeable clichés such as “young, dynamic team” and “flat hierarchies”.
- Job ads only as PDFs that are hard to read on mobile.
- Applications remain unanswered for weeks.
Frequently asked questions
Especially for them: small businesses can score with closeness, responsibility and a personal atmosphere — but must make it visible so applicants notice.
With a short, mobile application path, informative job pages, quick responses and insights showing what the work really looks like.
More in our article: Employer branding: how to win talent before you even search