Overcoming the talent shortage

Strategies for successful employer branding and a strong corporate brand

Attractive employer brands have long been one of the key factors for business success. But what makes a strong employer brand, and how can it be brought to life?
We believe it needs to be a natural evolution of the corporate culture and must be comprehensively integrated into the brand. After all, brands should move and excite people – sustainably.

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Every brand is unique. The key to successful brand work is making a brand identity come alive from the inside outwards.

Looking to make your Brand more attractive on the Job Market?

Why our holistic approach hits the mark

From a shortage of work to a shortage of labour
Under pressure and short on time?
Seeing the big picture
One step forward, three steps back
Why should you choose Strichpunkt?

We are in the middle of a paradigm shift. Business objectives can only be achieved by identifying the right talented people and ensuring you give them more good reasons to stay every single day. And that is becoming increasingly challenging. The number of employees is falling – and their expectations are rising.

Doing things the right way by taking a holistic approach to employer branding is still preferable to continuously taking a piecemeal approach with little effect. In what we admit is an intense process, we work with you to find out what makes your brand special for employees – because that’s the only way to make your efforts effective in the long run.

The boundaries between a brand and an employer brand lie solely in the organisational structure. That’s why our agency focuses on the big picture. We involve the people at your company who are responsible for your brand and representatives from HR in our processes and work in interdisciplinary teams from the initial analysis right through to implementation. This helps us to create employer brands that are able to unfold their full potential.

There is nothing to stop you from communicating right away. But in our experience, a successful step forward is often followed by several steps back. If you want to be heard, you should know what it is you want to say and what you intend to achieve. Our projects are designed to extract the maximum output from your work. After all, there’s nothing more frustrating than a well-designed campaign that communicates completely the wrong objective.

We don’t deal in standard solutions or short-term impact. We want your efforts to be effective in the long run. In short, when we do something, we do it right – even if it is uncomfortable or sometimes takes a little longer.

We are in the middle of a paradigm shift. Business objectives can only be achieved by identifying the right talented people and ensuring you give them more good reasons to stay every single day. And that is becoming increasingly challenging. The number of employees is falling – and their expectations are rising.

Doing things the right way by taking a holistic approach to employer branding is still preferable to continuously taking a piecemeal approach with little effect. In what we admit is an intense process, we work with you to find out what makes your brand special for employees – because that’s the only way to make your efforts effective in the long run.

The boundaries between a brand and an employer brand lie solely in the organisational structure. That’s why our agency focuses on the big picture. We involve the people at your company who are responsible for your brand and representatives from HR in our processes and work in interdisciplinary teams from the initial analysis right through to implementation. This helps us to create employer brands that are able to unfold their full potential.

There is nothing to stop you from communicating right away. But in our experience, a successful step forward is often followed by several steps back. If you want to be heard, you should know what it is you want to say and what you intend to achieve. Our projects are designed to extract the maximum output from your work. After all, there’s nothing more frustrating than a well-designed campaign that communicates completely the wrong objective.

We don’t deal in standard solutions or short-term impact. We want your efforts to be effective in the long run. In short, when we do something, we do it right – even if it is uncomfortable or sometimes takes a little longer.

How do we turn an Employer into a successful Employer Brand?

Our three-step approach

1.

Brand audit

What are the key challenges of your brand in the job market?

In the analysis phase, we develop a detailed understanding of your brand – on paper and in reality. This is because management expectations and a company’s actual culture are not always the same thing. We listen more closely, immerse ourselves in your business objectives and strategy, record the impact of your brand in a competitive context and compare it with internal perceptions. And we do all of this as efficiently as possible. 10–15 interviews (remotely, at your premises or at our agency offices in Stuttgart or Berlin) are enough for us to understand your identity and pinpoint the main challenges and key action areas.

2.

Employer value Proposition

Can you sum up what you stand for in a single sentence? You can’t?

Don't worry – you are not alone. We believe in the power of simplicity. Our position statements are short and to the point. And that makes it easy for everyone to remember. Together we develop your employee value proportion (EVP), persona profiles and a mission statement for your organisational development. This forms the basis for your words, your actions and your identity. Because we understand that implementation is challenging, stakeholder management is one of the key elements of our service. So you can rest assured that your concept will be more than just a PowerPoint presentation.

3.

Employer brand experience

How do we inspire employees and talents for the brand?

The answer is simple: by not resorting to standard solutions. Our communication is as unique as your brand. The final phase involves taking the identity we have developed together and translating it into an emotional experience that inspires talented people, applicants and employees in equal measure.
We give you exactly what you need: a communication toolkit that lets you embrace the challenges of employer branding. The results are tangible: improved cultural fit, greater satisfaction and increased brand awareness.

Inspiration & Know how

2023年6月30日

Strichpunkt x Handelsblatt "How to Business" Employer Branding

We were guests at the Handelsblatt seminar series "How to Business"! Why is it increasingly difficult to attract the best talent? It's time to tackle the topic of employer branding at its roots. Click here to watch the recording of the session.

All or nothing! Why most employer brand initiatives flop

Today, companies use all means to recruit employees, but overlook the essential factors for success. In particular, the impact of a company's own brand is underestimated. However, the development of a holistic brand strategy can be the decisive factor in standing out in the war for talent. Tanja Freudenthaler, Creative Director, and Maria Strodt, Strategy Director, explain how this can be achieved using the example of the Karlsruhe-based tech company Exxeta.