Employer branding: step by step to a convincing employer brand

From product brand to employer brand

This training is held in German.
For many, employer branding is a buzzword that is equated with personnel marketing and recruiting. This is not the case! The employer brand must be strategically conceived and operationally implemented: Because only with a strong employer brand will companies stand out in the tough competition for the best talent. You know this and are ready to make a difference. This training provides you with the necessary tools, exciting impulses and practical opportunities for reflection so that you can build your employer brand step by step and make it shine in the long term.

Contents

Myth or truth

  • Employer brand = excellent employer.
  • Employer brand = employer branding campaigns.
  • Employer brand = attractive employer.

From product brand to employer brand

  • Brand approaches at a glance and the essentials.
  • What an employer brand really is!
  • Between employer image and brand awareness.

Building your own employer brand, step by step

  • Target group, competition and employer image analysis.
  • Development of core identities.
  • The path to the employer value proposition.
  • Identify the brand benefits and attractiveness factors.
  • Positioning and Employee Value Proposition, but how?
  • Develop and define tonality and brand image.

Translating employer brands into HR marketing and recruiting

  • Consistent employer brand communication, but how?
  • Translation of the employer brand into personnel marketing instruments.
  • Translation of the employer brand into recruiting tools.

Employer branding, but forgetting the Employees ?

  • Outward-facing vs. inward-facing employer communication.

Best Practices

 

Learning environment

In your online learning environment, you will find useful information, downloads and extra services for this qualification measure after you have registered.

Your benefit

  • You will receive specific recommendations for action and know the most important steps to professionally set up your employer branding project.
  • You develop your topics, fields of action and discuss them with the other participants.
  • You benefit from the experts and many examples of best practice.

Methods

Expert:in input, case studies, recommendations for action, checklists.

Recommended for

Management representatives, HR managers in managerial and creative roles as well as project managers responsible for employer branding.

Open Badges - Show what you can do digitally too.

Open Badges are recognized, digital certificates of participation. These verifiable credentials are the current standard for integration in career networks such as LinkedIn.

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Further recommendations for "Employer Branding: Step by step to a convincing employer brand"

Attendees comments

"Well-structured presentation with recommendations for action. The trainer responded well to all participants. Well chosen group size. Room for questions, suggestions, sharing experiences, tips and tricks. Examples from practice. You could tell that the trainer knows what he's talking about."

Bettina Neudecker
GritWorld GmbH

"Very good lecturer, very good seminar material - clear, structured steps to successful employer branding were presented. The participants were taken along and questions were answered. A successful training all round. Nothing was left to be desired."

Tanja Lemanczyk
tangro gmbh

"Totally close to work i.e. no illusory ideas in the doing. Everything was an all-round carefree package. Thank you very much."

Silvia Küster
Volksbank Mittlerer Schwarzwald eG

"Great organization, quality of content and implementation."

Sonja Lentz
EEW Energy from Waste GmbH

"Many practical examples. Very informative!"

Eva Semmler
Leschaco

Seminar evaluation for "Employer branding: Step by step to a convincing employer brand"

4.6 from 5
with 99 ratings
training content:
4.6
Content comprehensibility:
4.8
Practical relevance:
4.6
Trainer expertise:
4.9
Participant orientation:
4.8
Method variety:
4.3
View into the product

Here you can get impressions of the training as well as information about the training topic.

Articles, interviews or whitepapers on the topic

Employer branding: utilize advantages - avoid mistakes

The forecast for the future is already largely a reality: the job market is already an application market for many profiles. The "battle" for the best talent has begun. The supposed reason: a shortage of skilled workers. Depending on the industry, this may be true, but there is also criticism of the term. In 2015, it was voted "bad word of the year". It exists after [...]

Learn more here

A significant step: from employer branding to employer reputation

A "good reputation" as an employer only develops effectively when companies understand how to position themselves as "employers with depth". Recognition must always grow steadily over a longer period of time. Employer branding, on the other hand, stands for "momentum" and is often superficial and constructed for advertising purposes. Employer reputation, on the other hand, is aimed at the long term, has grown authentically and digs deeper. It [...]

Learn more here

Personnel marketing: Learning from product marketing experience

Can HR marketing learn anything from product marketing? No, say some, because product marketing and HR marketing are too different. Possibly yes, say others, because product marketing is at least the discipline with the longer experience. In addition, product marketing has already made the transition from a seller's to a buyer's market. Personnel marketing, on the other hand, is still in the middle [...]

Learn more here

Articles, interviews or whitepapers on the topic

Employer branding: utilize advantages - avoid mistakes

The forecast for the future is already largely a reality: the job market is already an application market for many profiles. The "battle" for the best talent has begun. The supposed reason: a shortage of skilled workers. Depending on the industry, this may be true, but there is also criticism of the term. In 2015, it was voted "bad word of the year". It exists after [...]

Learn more here

A significant step: from employer branding to employer reputation

A "good reputation" as an employer only develops effectively when companies understand how to position themselves as "employers with depth". Recognition must always grow steadily over a longer period of time. Employer branding, on the other hand, stands for "momentum" and is often superficial and constructed for advertising purposes. Employer reputation, on the other hand, is aimed at the long term, has grown authentically and digs deeper. It [...]

Learn more here

Personnel marketing: Learning from product marketing experience

Can HR marketing learn anything from product marketing? No, say some, because product marketing and HR marketing are too different. Possibly yes, say others, because product marketing is at least the discipline with the longer experience. In addition, product marketing has already made the transition from a seller's to a buyer's market. Personnel marketing, on the other hand, is still in the middle [...]

Learn more here

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12.06.2025
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Employer branding training - expert know-how for HR managers and managers

In times of increasing competition, the roles of employer and future employees are also changing noticeably. As a result, job providers are usually themselves becoming applicants who have to compete for the best talent and managers. Employer branding plays an important role in having the best cards in the personnel game. After all, only those companies that can convincingly position themselves as an employer brand will ultimately come out on top when it comes to recruiting top employees. This employer branding training provides HR managers managers with the expertise they need to develop their company into an attractive employer brand.

 

How do I make my company an attractive employer brand?

To remain competitive in the long term, companies not only need orders, turnover and equity, but also the necessary "human resources". This understanding is now just as widespread in medium-sized companies as it is in large corporations. This results in a high demand for qualified specialists in all sectors. On the other hand, however, there is the much-cited "skills shortage" in the media. The resources of capable employees who can drive their own company forward are smaller than ever. This makes it all the more important for companies to stand out from the crowd when it comes to applicants . Similar to traditional marketing, the "USP", for example, is often decisive for applicants . These unique selling points of the company must ultimately be emphasized when competing for the best employees. In this employer branding training , you will learn where to start and how to make your company a successful and attractive employer brand on the job market.

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