How do you spot the right employer branding agency for your business?
Plenty of companies have learned the hard way that “It’s hard to find good people!” is truer than anyone would like. At the same time, a strong employer brand has a real bearing on how well a business does, which is why choosing the right employer branding agency matters.
So what can companies do to present themselves as an attractive place to work? With a service-minded employer branding agency at your side, it is usually no problem to give potential recruits convincing reasons to apply, even at a time of skills shortages.
Why a specialist employer branding agency matters
Almost every sector is now feeling the skills shortage. It is no exaggeration to say that well-qualified candidates can often choose where they work. So employers need to make a convincing case, and that takes more than a high salary and perks such as a Christmas bonus or the famous fruit bowl in the office kitchen. Many qualified candidates want the whole picture to be right.
Once decision-makers realise that their success depends heavily on their people and their skills, they are unlikely to cut corners on employer branding again.
Employer branding as a strategic success factor
Many skilled professionals know full well how much they can contribute to a future employer. Add the sheer amount of time they will spend at work, and it quickly becomes clear that they do not need to apply just “anywhere”.
That is exactly why many experts advise treating modern employer branding as a key success factor. If you cannot win over the best people, they will end up working for your competitors. At a time of skills shortages, that creates a very particular kind of competition.
When outside help really pays off
Anyone who has worked in HR knows that finding the “perfect employee” can take time, especially when the flood of applications you were hoping for never arrives.
It helps to remember that employer branding starts long before an attractive job advert. Investing in modern, convincing employer branding means building a company image whose reputation goes before it.
Outside help is particularly worthwhile when:
- the company does not have the time to build an employer brand itself
- the in-house expertise is not enough to show clearly what skilled professionals value in an employer.
What to look for when choosing an employer branding agency
Plenty of firms specialise in employer branding. But which agency is right for your needs? Who understands what you offer as an employer and can get exactly that across to the outside world? The following factors are well worth considering if you want support with employer branding.
Experience in your sector
Not all employer branding is the same. Helping a restaurant group present itself well is a very different job from doing the same for a manufacturer. Agencies with relevant experience know exactly what matters to the audience in question.
A proven track record and client references
Reputable agencies work transparently and are usually happy to show results from past projects. That gives potential clients a clearer idea of how employer branding could work in their own case.
A joined-up approach and strategic thinking
Modern employer branding needs a broader view and a degree of foresight. A joined-up approach helps develop comprehensive concepts that speak to skilled professionals even more effectively.
How working with an employer branding agency works
Companies that hire an employer branding agency should always know where they stand, which goals are in focus and what has already been achieved. That is why most partnerships follow a transparent structure built on several phases.
Analysis: where does your company stand today?
The first step is to take an honest look at where things stand. Questions such as “Why should skilled people apply to you in particular?” and “What does your company stand for?” play a key role.
Strategy: setting goals together
Next, the employer branding agency works with the client on a concept that pursues the agreed goals and shows how they can be reached.
Delivery: putting the measures into practice
Once the client signs off, the measures are rolled out step by step. It is important to stay flexible, for example to react quickly to changes in the job market.
Evaluation: measuring impact and results
Finally, the measures are assessed. Did they deliver what was hoped for? What could be done better next time? This kind of review is an important part of supporting a company’s employer branding over the long term. A positive employer image does not appear overnight. It is the result of a well-thought-out approach.
How to find the right employer branding agency
Finding the right employer branding agency does not have to be complicated. A clear idea of your own brand and attention to specifics such as sector experience and references help you narrow the field step by step and find the right partner.
And by the way: investing in employer branding pays off not only for start-ups but also for companies that have been around for years and want to get better at finding new, qualified people.
If you are looking for a partner who thinks strategically and lives creativity, come and see us at Gruber & Ianeselli. As a specialist employer branding agency based in Zurich, we help companies make their employer brand shine.
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