Every company has a reputation as an employer. Always. The only question is who writes it: you, your employees, a review site, or an AI that picked something up somewhere.<\/p>\n\n\n\n
Here are the questions we\u2019ve been asked most often in more than 500 projects. And our answers.<\/p>\n\n\n\n Employer branding is the strategic development of a credible employer brand. A company clarifies what it stands for as an employer and makes that tangible, inside and out. The goal: to attract, keep and inspire the right people.<\/strong><\/p>\n\n\n\n Employer branding is not a logo. Not a careers video. Not a fruit basket.<\/p>\n\n\n\n It\u2019s identity work. Who are we? What do we put up with, what do we stand up for? And why would someone who could earn more elsewhere still stay with us?<\/p>\n\n\n\n Our definition at identifire: employer branding means finding the truth about a company as an employer and telling it so the right people come. And the wrong ones never apply.<\/p>\n<\/details>\n\n\n\n The employer brand is the picture people have in their heads of a company as a place to work. Employer branding is the work of shaping that picture deliberately.<\/strong><\/p>\n\n\n\n So the brand exists before anyone \u201cmakes\u201d it. It forms over dinner, when employees talk about their day. In job interviews. On the way out. Employer branding makes sure the story and the experience match.<\/p>\n<\/details>\n\n\n\n Employer branding is the strategy: who are we as an employer? Recruitment marketing is the execution: how do we reach the people we\u2019re looking for?<\/strong><\/p>\n\n\n\n Recruitment marketing is the shop window. Employer branding is what happens inside the shop.<\/p>\n\n\n\n A beautiful window in front of an empty shop draws passers-by. Once. Without employer branding, recruitment marketing turns into an endless infomercial nobody believes.<\/p>\n<\/details>\n\n\n\n The employer value proposition, or EVP, is the employer promise: the few clear reasons why someone wants to work for exactly this company. It is the heart of every employer brand.<\/strong><\/p>\n\n\n\n A good EVP is true, distinctive and a little uncomfortable. True, because it has to hold up in everyday work. Distinctive, because \u201cgreat team, flat hierarchies\u201d is on every other careers page. And uncomfortable, because it also says who the company is not right for.<\/p>\n<\/details>\n\n\n\n Every company that wants to find or keep people. So: everyone. Small and mid-sized companies benefit most, because they rarely beat big corporations on salary or fame, but they can win on clarity and character.<\/strong><\/p>\n\n\n\n A mid-sized manufacturer in rural Austria isn\u2019t competing with Google for attention. It\u2019s competing for the twenty people who fit it perfectly. It has to find them. And they have to find it.<\/p>\n<\/details>\n\n\n\n An employer branding process has four phases: analysis, developing the EVP, bringing it to life in communication and everyday work, and measuring and fine-tuning. It usually takes a few months, depending on the size and pace of the company.<\/strong><\/p>\n\n\n\n The most common mistake: starting with phase 3. Then the campaign is finished before anyone knows what it\u2019s advertising.<\/p>\n<\/details>\n\n\n\n With recruiting and retention figures: quality of applications, time to hire, turnover in the first year, employee referral rate and employer reviews.<\/strong><\/p>\n\n\n\n The most honest metric is still a question: would your employees tell a good friend to come and work for you?<\/p>\n<\/details>\n\n\n\n Everything. The employer brand makes the promise, the corporate culture delivers. An employer brand that talks past the lived culture remains a facade.<\/strong><\/p>\n\n\n\n That\u2019s why at identifire we always work on both. More on this: Employer branding and corporate culture<\/a><\/p>\n<\/details>\n\n\n\n Candidates no longer just ask Google, they also ask ChatGPT & Co.: \u201cWhat\u2019s it like to work at company X?\u201d The AI\u2019s answer is assembled from everything online about a company. So the employer brand now also takes shape in answers the company never gets to see.<\/strong><\/p>\n\n\n\n Which means: clarity beats volume. Whoever says clearly what they stand for gets quoted clearly. Whoever stays vague gets made up by the AI.<\/p>\n\n\n\n How AI is changing culture inside companies is the subject of our white paper Angstfreude: AI and corporate culture<\/a>.<\/p>\n<\/details>\n\n\n\n identifire\u00ae is Austria\u2019s first agency for employer branding and corporate culture. Founded in 2004, before the term employer branding even existed in Austria. Since then: more than 500 projects.<\/strong><\/p>\n\n\n\n Plus the Corporate Culture Club, an open exchange for everyone working on culture and identification. And learning journeys for executives to Kenya and Rwanda.<\/p>\n<\/details>\n\n\n\n Want to know how your employer brand sounds today? Let\u2019s talk.<\/a><\/p>\n\n\n\nWhat is employer branding?<\/summary>\n
What is an employer brand?<\/summary>\n
What is the difference between employer branding and recruitment marketing?<\/summary>\n
What is an employer value proposition (EVP)?<\/summary>\n
Who benefits from employer branding?<\/summary>\n
How does an employer branding process work?<\/summary>\n
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How do you measure whether employer branding works?<\/summary>\n
What does employer branding have to do with corporate culture?<\/summary>\n
How is AI changing employer branding?<\/summary>\n
Who is identifire?<\/summary>\n