ConsultingCorporate CulturePersonnelEmployer Branding

Strategically successful employer branding

How attractive and credible are you as an employer for qualified specialists and managers?

At the beginning of the year, the inboxes in recruiting departments are as full as gyms. But does your employer branding truly address the people you need in terms of your strategic positioning? And what is the reality behind your polished employer brand? Can you deliver on your promises and retain the bright minds?

Together with you, we develop a customized employee value proposition so you can stand out from the competition and successfully and strategically position your employer branding.

New year, new job?

How effective is your employer branding?

For many, the turn of the year is an opportune time to change jobs. Quite often, New Year’s resolutions are related to career development. For most people, this means fulfilling their goals through a new employer. As the new year approaches, the number of hits on job portals rises as rapidly as new registrations in gyms.

Even if the euphoria at the beginning of the year quickly dies down again – or perhaps precisely because of it: companies are currently questioning the impact of their employer branding and are looking for ways to differentiate themselves when competing for talent.

Promoting working conditions, tasks, and benefits in job advertisements often has a counterproductive effect on employer branding. This article demonstrates why it is better to take the time to develop an employee mission statement that is specific to the target group, rather than just polishing up the external image.

The shortage of skilled workers is slowing down the global economy


The shortage of skilled workers is putting a strain on companies. Moreover, it is slowing down the recovery of the economy. In Germany in particular, the lack of qualified specialists and managers has grown into a widespread problem affecting almost all economic sectors and regions. The reasons for this are manifold and politically and scientifically controversial. Undeniably, numerous studies show that the labor markets will remain tight due to demographic change and that the shortage of skilled workers will worsen despite digitization and automation.

The impact of strategically successful employer branding when competing for qualified experts and managers

The advantages of strategically effective employer branding are obvious: the more appealing the employer brand, the easier it is for companies to attract qualified specialists and managers as well as retain existing top performers. This insight is not new. Employers position themselves accordingly in job advertisements and when competing for talent.

However, professional employer branding has little to do with presenting your best side to the labor market. Strategic employer branding attracts and retains the people who are needed in terms of strategic positioning and corporate identity. In other words, it is both appealing and authentic. And it requires thorough development.

What is the impact of employer branding?

The labor market has changed dramatically since the turn of the millennium, especially in Germany and Western Europe. In the last century, potential employees were closely screened, while employers had to reveal little about themselves until hiring. Today, it’s the other way around: companies court the favor of specialists and managers and are required to convey value propositions to potential employees. These benefit and value propositions – employee value propositions – are also metaphorically referred to as the company’s application portfolio. They deliberately focus on different target groups and thus make a significant contribution to differentiated and distinctive employer branding.

A clearly defined employee value proposition focuses on the needs of the target groups that the corresponding employer brand aims to address. The following questions should be clarified before an employer brand can be developed and communicated:

  • Which target groups on the labor market do we want to reach?
  • Why should the relevant target groups be interested in our company?
  • What do we stand for as a company?
  • What characterizes our corporate culture?
  • What distinguishes us from other employers?
  • What keeps us and existing employees in the company?
  • How can we convey what distinguishes us as an employer to specific target groups?
  • What do specialists and managers expect from applicants in different areas?

The answers to these questions form the basis for an employer value proposition that is specific to the target group and provide the foundation for sustainably effective employer branding.

Employer branding has a clear focus

Employee Value Proposition instead of Employer Value Proposition

As a systemic organizational consulting firm, we coordinate strategy, organizational, and human resource development to effectively shape organizational transformation.

In our Innovative Customer Segmentation projects, we clearly focus on the customers. It is about understanding what individual customers really care about and translating this knowledge into highly attractive, customer-specific Customer Value Propositions (CVP).

In the context of human relations, the situation is similar. Strong, distinctive, and effective employer branding is based on value propositions to existing and potential employees – the Employee Value Proposition (EVP).

Ultimately, the terms Employer Value Proposition and Employee Value Proposition are used synonymously and differ only in a single letter. Nevertheless, the perspective is as essential for our consultancy work as it is for the success of the branding. For this reason, we deliberately speak of the Employee Value Proposition instead of the Employer Value Proposition. In concrete terms, it is about the questions: How can qualified specialists and managers be recruited and retained through an attractive and individualized service offer and how can it be made more difficult for competitors to poach them?

Targeted and effective employer branding

An attractive, credible, and customized employee value proposition

Develop a specific employee value proposition together with the human relations experts from S&P. We support you in professionalizing the employer branding of your organization and thus present the employer brand to potential and existing employees both in an attractive and realistic way.

We cannot eliminate the shortage of skilled workers, but we can develop the company’s positioning in the labor market. As a result, human resources development is put on a solid footing – despite the known bottlenecks. Qualified specialists and managers become loyal to the company in the long term. Furthermore, a lower fluctuation rate and more targeted personnel acquisition reduce the costs for recruiting and training.

Kristin Utech

“We work collaboratively as a team with our clients to develop authentic, consistent, and attractive value propositions for potential and existing employees. These propositions set your employer brand apart from the competition in an impressive and distinctive way – so that you can find, attract, and retain the people you need to achieve your strategic goals.”

Kristin Utech

Consultant for Human Relations

We are happy to share with you the development process for a distinctive Employee Value Proposition in a personal online dialog and transform your HR department from an administrator into a creator.

Free White Paper

Download our white paper on strategically successful employer branding

In a pragmatic white paper, we have summarized why employer branding is beneficial in the current competition for skilled workers and managers and to what extent tailored employee value propositions help you to professionalize your personnel recruitment and retention.

Download our free white paper on the Employer Value Proposition and discover how to develop an authentic Employee Value Proposition that is specific to your target group.  

Employer Branding

    Developing an effective employer branding

    Five steps to a target group-specific employee value proposition

    A good employer brand clearly sets itself apart from the competition. Accordingly, it is not enough to praise the usual incentives. It is much more critical to emphasize what is really important to the people you want to attract and retain, and what you can offer them that competitors cannot or do not want to offer.

    Are the remuneration, the corporate culture, the location, possibilities for work-life blending, career opportunities, varied activities, or clear work processes and fixed working hours convincing? The arguments can be complex and also contradictory when comparing different target groups.

    Strategically successful employer branding builds on a solid employee value proposition and thus enables an attractive external presentation of the company as an employer and purposefully improves the quality of the employer from within.

    Capturing Initial Situation

    Collect and analyze existing information in the company that is linked to the employee value proposition.

    Survey employees on their perception of the employer brand – what do existing employees value?

    Comparison with market requirements – what do candidates expect?

    Defining Employee Value Proposition

    Define the employee value proposition based on the results of the first phases and possible different target groups.

    Piloting Employee Value Proposition

    Validate the specified Employee Value Proposition through defined focus groups to ensure a targeted and authentic Employee Value Proposition.

    Establishing Employer Value Proposition

    Design and implement communication strategies for the defined employee value proposition towards external parties; derive and address action steps to develop internal attractiveness.

    Constantly Reviewing Results

    Define monitoring and evaluation criteria that enable foresighted effectiveness monitoring.

    Further information

    Services and information to strengthen employer branding


    11 Success Factors
    Culture Change

    Attractiveness and Corporate Culture

    Culture Compass

    Let's talk

    Creating impact through strategically successful employer branding

    As experienced systemic organizational consultants, S&P knows how to successfully orchestrate the levers for a holistic transformation of your organization. Within the framework of accompanying development processes, we help to effectively strengthen the resilience and adaptability of your organization beyond the respective project on the levels of strategy, organization, and personnel.

    Contact us and learn more about our consulting approach in a personal online dialog.

    We look forward to talking to you!

    Julia Kobert - S&P Consulting

    Julia Kobert
    Consultant for Corporate Communications

    +49 4102 69 93 21

    Frédéric Sedlák

    Frédéric Sedlák
    Senior Consultant and Authorized Officer 

    +49 4102 69 93 22