What are the Meanings of Personnel Marketing? Part III

What steps are important to create an employer brand?

To make the creation of an employer brand successful, you need to take a few important steps. Under no circumstances should you get started without adequate planning and analysis. You must therefore always observe the following steps.

Steps Description
Analysis and definition of the target group In order for your address to hit your target group exactly, you have to define it exactly. To do this, you have to segment according to different criteria:
demographic segmentation according to age, gender,
marital status etc. socio-economic segmentation according to income, work experience, educational level etc.
psychographic segmentation according to attitude, personality traits etc.
You also have to make an analysis of the benefits of employment in your entrepreneur for the target group.
Analysis in-house In the next step, you have to determine which values ​​and characteristics your employer brand should convey. What corporate culture do you have? Which leadership style do you have? What distinguishes you as an employer in particular among your employees? In this sense, it is not a disadvantage if you describe the target situation here to show in which direction you should go. You can easily determine all weaknesses, but also the strengths of your company, with the help of the so-called SWOT analysis .
Analysis of your competitors In order to highlight possible unique selling points of yours, you have to compare comparable competitors of yours. Show what sets you apart from other competitors .
Sharpening your company profile With the analyzes mentioned, you will be able to recognize the most important messages as an employer and to condense them in your employer brand. Show which employer value propositions, i.e. the value proposition, you can offer.
Plan strategies for the personnel marketing concept After all analyzes have been carried out, it is important to plan and define your concept for personnel marketing. You have to involve all managers and also set a budget.
communication So that you can communicate your employer brand to your employees in such a way that they anchor your thoughts, you have to choose the right form of communication. An all-round email to the workforce is certainly not enough. Meetings and discussions with employees are better here , where you can also respond directly to questions or suggestions.Social media channels, career pages or portals for employer reviews are ideal for external communication.
Measurement of Success You can only determine whether your employer branding is successful or not and whether you are achieving your goals by measuring. For this measurement you need key figures or measurable values. This applies to both internal and external success measurement.

What does personnel marketing 2.0 mean?

Nothing works today without the internet and without social media. Of course, this also has an impact on personnel marketing. The modern entrepreneurs of that time, and certainly you too, are now establishing direct contact with customers, but also with potential new employees, via social media channels such as Facebook, Instagram, Twitter or LinkedIn, to name just a few of the many possibilities. And so we are already in the middle of the topic of personnel marketing 2.0. This is simply a further development of personnel marketing, as it was largely described in the upper part of this article.

Build company presence

Personnel marketing 2.0 simply means an expansion from classic personnel marketing to the modern and popular communication platforms as we know them today. As an entrepreneur, you are asked to establish a company presence in networks as a first step. The more existing employees of yours and also potential new employees identify with it, the more reach you will achieve.

A lively exchange of communication can develop from this process. At this point I would like to refer once again to the topic of employee ambassadors, who can fully exhaust themselves here. The advantage of personnel marketing 2.0 is that it usually creates a very informal contact. If you want to find out more about your company, you can do so in peace. If he has any questions, he can contact you without obligation and get an answer to his question. It all sounds very good, but it also harbors a risk that you have to consider and be aware of.

Once the word has got around, your company will very quickly expect it to be a natural service. So before you decide to do it, you have to make sure that you can allocate enough resources for it.

What are the challenges in personnel marketing and what does the future look like?

Good job offers are still extremely important for attracting new employees and will not lose their importance anytime soon. But the market is constantly changing and you, as an employer, have to have answers to that, including in personnel marketing. Employer branding will therefore become more and more important.

The most important argument for successful personnel marketing, however, is the path of continuity. As an example worth following, you only have to look at long-established and successful companies. They don’t have to search long for top applicants. On the contrary. In many cases, they approach the company proactively.

It is important for you that you focus even more on internal personnel marketing in the future. Get the top employees of tomorrow from your own ranks. With a healthy mix of old-school personnel marketing and personnel marketing 2.0, you are definitely in the best possible position.


You can call personnel marketing a kind of cross-sectional function in personnel management. With personnel marketing, you as an entrepreneur pursue the goal of always having well-qualified, motivated and capable employees in your company in the long term. Employer branding plays an important role in personnel marketing and you should pay particular attention to it. With this, su can send a lot of positive signals both internally and externally and establish yourself as a social and attractive employer.

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