8 STEPS TO A SUCCESSFUL EMPLOYER BRANDING CAMPAIGN

Finding the right employees can present itself as quite a challenge for employers.

Due to the skilled labor shortage, companies in the health care industry are especially affected by this. The solution? An Employer brandingAls Branding wird der gezielte, aktive Aufbau einer... campaign. This transforms employers into an attractive brand for potential future employees.

But how does one approach this in the best way? We have summarized 8 steps based on our current employer branding campaign for kbo – Kliniken des Bezirks Oberbayern.

Step 1 – Being aware of one’s own brand

The premise of any successful employer brand is a clear brand identity. The corporate valuesDie festgelegten Werte innerhalb einer Unternehmens... and corporate cultureJede Organisation lebt eine bestimmte Kultur. Diese... are especially important for employees and applicants. They not only create a favorable working environment, but also forge the framework for all interactions with each other. Our client kbo is always able to revert back to the developed brand model, in which the value “reliable” symbolizes the brand essence.

Step 2 – Clearly defining the aim and target groups

Concrete goals can now be established – ideally in cooperation with the human resources department. In addition to increased employee applications, the stabilization of fluctuation numbers can be an appropriate goal, too. The employer branding campaign of kbo focuses on three target groups: psychiatric caregivers, therapists and doctors. We want to establish kbo’s image as an attractive employer, as well as increase the numbers of applicants for these occupational groups. In the meantime, the campaign also raises kbo’s awarenessBekanntheit einer Marke oder eines Anbieters beim K... in the entire region of Oberbayern.

Step 3 – Creating one’s own digital career channels

The basis for this was already put in place in 2020. At the heart of kbo’s employer appearance is the relaunchWiedereinführung oder Reaktivierung eines Produkte... of the career page kbo.de/karriere, equipped with all central information regarding working at kbo. Eight good reasons reveal all benefits for working for kbo. The career blog with employer portraits and insights into working for kbo not only supports all claims but also arms them with credibility.

Regular posts on social media channels Facebook, Instagram, Twitter and YouTube address individual aspects of the routine work days at kbo, with the company profile on Xing and LinkedIn completing the picture. The corporate designCorporate Design 

Unt... is consequently applied throughout, increasing kbo’s recognizability.

Step 4 – Formulating the main idea for the campaign

Every good campaign connects all textual and visual aids. The central theme consists of all elements of a campaign and represents the employer brand in a trustworthy way.

“Oftentimes companies make unrealistic promises, especially in the areas of healthcare, pharmaceuticals and clinics. This is why kbo deliberately counters this trend with an authentic and grounded positioning. With its company values reliable, diverse, close and safe, as well as the expression of high trustworthiness, the central idea #ehrlichkbo was established.”

Michaela Suchy, head of corporate communicationCorporate Communication umfasst die Maßnahmen und ... kbo

The idea of #ehrlichkbo, which translated to honest kbo, is not only expressed through the tonality of the texts, but also through the presentation of eight authentic employees who operate as brand ambassadors.

Large-format posters for nursing and medical professions

Step 5 – Carefully choosing the appropriate channels

On the basis of the aims of the campaign and its target groups, specific media can now be selected. It is especially beneficial to act from the perspective of applicants, as shown in the study titled ‘Focus: Job search 2018’, conducted by Stepstone, which addressed the importance of digital touchpoints for applicants.

“88% of applicants use online-job platforms, 49% go directly to the career sites of targeted companies and 46% use business networks.”

Step 6 – Forging a digital strategy for the campaign

A multitude of digital opportunities present themselves for employer branding: social media, search engine marketing, display and motion pictures. For kbo, the campaign is the first big impact with high visibility in the region. Further measures can be complemented with future campaigns.

Step 7 – Creating channel-specific motifs

Due to the nature of social media, fast-paced and able to be targeted to specific groups and their needs, the motifs of the posters should not be exactly adopted into the digital campaign. Therefore, to remain relevant and present over an extended period of time, multiple motifs for each target group are needed. Themes that carry the potential for activating and emotional storytelling need to be identified. While Xing and LinkedIn focus on the communication of work-related topics, the recreational aspects are emphasized on Facebook and Instagram. Our kbo campaign also follows this principle.

Step 8 – Internal communication

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Cirdell Brewer

Webadmin at Dietrich Identity

I am the web admin and English copy writer for Dietrich Identity

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