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Employer branding – the War of Talents Employer branding – the War of Talents 
Employer branding – the War of Talents 

Team Trenkwalder

5 months ago

5 min read

Human resources

Employer branding – the War of Talents 

Emerge victorious!

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Globalization, digitalization and demographic changes - the job market is in a constant state of flux and consequently a change of perspective is taking place. Whereas in the past the focus was primarily on the employer and its interests, today the focus is on the candidates. Top talents in particular have high expectations of their employer. Good employer branding is therefore extremely important for companies in order to create a successful employer brand in the long term. 

 

Our article explains the objectives of employer branding as well as efficient employer branding strategies and measures. 

 

Employer branding: definition 

The term employer branding refers to a marketing strategy for the HR department that aims to create a positive employer brand. Suitable marketing concepts should position the company as an attractive employer, differentiate it from the competition and attract and retain employees in the long term. Employer branding should be viewed in two directions - internally and externally. Externally, measures are used to attract employees and support recruiting. However, it is not only important to attract new employees, but also to retain them. In order to achieve this, it is essential to increase employee satisfaction and work towards this internally. This also has a positive impact on productivity and effectiveness, creating a win-win situation.  

 

What employer strategies are there? 

Building an attractive employer brand does not happen overnight and requires a number of steps and considerations. To begin with, it is important to know the employer branding process. The strategy comes first, followed by branding (brand communication), engagement (content strategy), recruiting (attracting employees) and retention (retaining employees). In order for all aspects to be successfully implemented, the foundation, i.e. the strategy, must be thoroughly addressed and developed. To do this, the company needs to think about what values it stands for, what distinguishes it and what sets it apart from the competition. With these initial considerations, you define your employer value proposition. The following questions will help you with the analysis: 

  • What makes you stand out as an employer? 

  • What do you stand for? (Mission) What is your long-term vision? 

  • What distinguishes you from other employers? 

  • What benefits can you offer your employees? 

  • To what extent are you already attractive? 

  • Who is your target group? 

  • On which communication channels and how do you reach your target group? 

From these considerations, it can be concluded that the Employer Value Proposition, also known as the EVP triangle, is defined on three levels: the current perspective, the target perspective and the main differentiator. The as-is perspective deals with the current situation of the employer and strengthens the corporate culture and identity. In contrast, the target perspective looks at how the company would like to develop and thus drives organizational change and aligns the brand in a certain direction. The final level, the key differentiator, examines the organization's offering, which is intended to create differentiation from the competition and increase awareness and recognition of the company.  

 

In order to develop a successful employer strategy, we at Trenkwalder have dealt intensively with these questions. Our corporate culture shapes our identity and is therefore the foundation of the entire Group. Our vision, mission, core values and guiding principles form the pillars of this. What we stand for and what we want to achieve together guides us every day and guarantees a goal-oriented way of working. As a company with a long-standing tradition, we live and create a corporate culture of continuity, reliability and social responsibility. We are committed to promoting people, supporting careers and building sustainable relationships based on trust, respect and consistency. To guarantee this, our HR development experts have defined career steps and job titles and worked on digital training opportunities for all employees. We are an attractive employer not only because of the professional development opportunities and positive corporate culture, but also because of our focus on a good work-life balance. 

 

Measures for successful employer branding 

Once the employer value proposition has been successfully defined, the next step is to move on from strategic planning to the development of operational measures. There are numerous options open to companies, with the only limiting factor usually being their own creativity and the available budget. Trenkwalder's measures for internal and external employer branding are as follows: 

Internal: 

  • Working atmosphere 

  • Diversity management  

  • Integration and inclusion 

  • Flat hierarchies 

  • Flexible working hours 

  • Further training opportunities 

  • Career prospects 

  • Compatibility of career and family 

External: 

  • Website 

  • Social media 

  • Job advertisements 

  • Employer rating portals 

 

Employer branding with a difference 

ALDI Süd developed an exciting, creative and innovative approach with the "black box". Here, applicants and recruiters met in complete darkness, creating a deliberate difference to the conventional application process. Superficial prejudices based on a person's appearance were temporarily suspended with blind recruiting. 

Not only ALDI Süd, but also the management consultancy Accenture Auditions was able to achieve creative employer branding. The company was inspired by the TV show "Höhle der Löwen" and used the format at a trade fair for applicants. In five phases, the applicants were guided through a course with the aim of accompanying the potential applicant through to the management of a job and finally making the applicant an offer and concluding a contract with them. 

Simply placing job advertisements and waiting has long since ceased to work. Nowadays, employers have to get creative in order to reach and convince potential applicants - especially top talent - and consequently win them over to their company. 

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Border crossers in old ageBorder crossers in old age

Border crossers in old age

Social careCompany News

Every day, around 25,000 French commuters cross the border into the German part of the Upper Rhine region, especially from Alsace.

One of them is Nathalie Groh, who works as a temporary worker in the production of electronic components. Before her current job, 52-year-old Nathalie Groh was unemployed for two years, which is often a challenge for people of this age in France (only half of 55-64-year-olds have a permanent job here).

In contrast, industrial companies on the German side of the Rhine have a great need for labor and skilled workers, and being over 50 is not an obstacle in Germany. Nathalie Groh found a job in Baden-Württemberg with the support of the "L'Allemange recrute" coordination office of the French employment office.

Financially, this is also advantageous, as the minimum wage or even higher salaries are common in Germany.

Further insights can be found in the latest blog post from the temporary employment alliance "Wir sind Chancengeber".

Trenkwalder Group AG has a new directionTrenkwalder Group AG has a new direction

Trenkwalder Group AG has a new direction

Company News

Portfolio based on HR Service, Outsourcing and Technology

Vienna (December 20, 2023) - For over 35 years, Trenkwalder AG has stood for flexible solutions, speed and high quality in the field of HR. As a growth and efficiency partner that always acts in a future-oriented manner and continues to develop itself, the company is now not only giving itself a new, dynamic brand image, but is also adapting its solution expertise to the current needs of the labor market with the Trenkwalder holistic hybrid solution and thus for companies looking for employees and job seekers alike. Speed and efficiency in the interests of the customer are improved above all by the fact that almost all processes are digital.

Efficiency and growth through Outsourcing -

Increasing customer satisfaction to 90 percent

The shortage of skilled workers and few opportunities to have staff where they are needed are currently the biggest challenges and obstacles to growth for companies. Trenkwalder's individual HR solutions can help companies: the Trenkwalder all-round hybrid solution promises a fast and efficient offer for various industries through faster scalability of business processes in the area of Outsourcing and an increase in the speed of candidate selection in the area of HR Services. This ranges from individual solutions for the energy industry, financial sector or healthcare. Among other things, Trenkwalder is pursuing the goal of increasing customer satisfaction in client companies to 90 percent.

Mark Pollok, CEO of Trenkwalder Group AG, explains the new strategic approach as follows: "The market is changing. That's why Trenkwalder is changing too. We have not launched a revolution, but an evolution of our services and our brand - the Evolution of HR. Our aim is not to solve our customers' problems, but to ensure that they no longer have any tomorrow. We achieve this by taking a holistic view of our customers' problems: at the level of HR Services, Outsourcing and with the help of Technology. By taking a holistic approach, we guarantee process excellence, cost reduction and, above all, speed for companies that want to grow and a perspective for people who are looking for a job. We are convinced that Technology and people are not mutually exclusive. On the contrary."

A strong performance promise to applicants and customers in recruiting:

Within 24 hours:
Feedback after applying for an open position
Candidate proposal for clients in response to a recruitment enquiry

Within 48 hours:
Initial interview with the applicant
Candidate selection for clients

Within 72 hours:
The Trenkwalder candidate screening tool is used to digitally process open job applications within 72 hours. From the feedback loop to the conclusion of the contract.

The job search is now easier for candidates, not only in terms of time, but also in terms of services. The redesigned website features a free "CV designer" to facilitate professional applications.

Learn more: www.trenkwalder.com


About the Trenkwalder Group

Trenkwalder is one of the leading outsourcing service providers in Central and Eastern Europe with a turnover of over EUR 700 million and is represented in 16 European countries. With over 35 years of experience, the Trenkwalder Group is one of the leading personnel service providers in Austria and Hungary and has a nationwide presence in the DACHLI region and Eastern European countries. In recent years, Trenkwalder has gradually developed from a temporary employment and personnel consulting company into a digital all-round hybrid provider. Today, the group is a strategic partner for customers from all sectors of the economy, offering solutions in the areas of personnel provision, HR Services and Business Process Outsourcing. The company has been part of the Düsseldorf-based Droege Group since 2011. www.trenkwalder.com

About the Droege Group

The Droege Group (founded in 1988) is an independent consulting and investment company, wholly family-owned. The company acts as a specialist for tailor-made transformation programs with the aim of increasing company value. The Droege Group combines its family business structure and capital strength into a family equity business model. The Group makes direct equity investments in group subsidiaries and medium-sized companies in "special situations". With the guiding principle "Implementation - by every trick in the book", the group is one of the pioneers of implementation-oriented corporate development. The Droege Group's entrepreneurial platforms are aligned with current megatrends (knowledge, connectivity, prevention, demographics, specialization, future work, shopping 4.0). Enthusiasm for quality, innovation and speed determines the company's development. The Droege Group has successfully positioned itself in the market both nationally and internationally and is operationally active in 30 countries with its entrepreneurial platforms.

Please contact us for further information:

Trenkwalder Personaldienste GmbH
Mag. Neda Katanic
Tel.: +43(0) 50707-2560
n.katanic@trenkwalder.com
https://at.trenkwalder.com/

Listless - trapped in a motivation slump and the way out Listless - trapped in a motivation slump and the way out 

Listless - trapped in a motivation slump and the way out 

Human resources

You probably know it: stressful phases that drain a lot of energy, sap your strength and are even overwhelming. These are usually recurring periods that have to be overcome anew each time. However, we also learn from these times - we grow beyond ourselves and recognize new opportunities. "In the midst of difficulties lie opportunities", as Albert Einstein said.  

But what psychological process lies behind the construct of motivation? What role do extrinsic and intrinsic motivation play and how do you overcome low motivation?  

 

Motivation - what is it anyway? 

Motivation is a psychological construct that is not directly observable. It refers to a person's willingness to invest time, energy and work in a goal that they have set themselves and is an emotional and energetic process that causes certain behavior. A distinction can be made between intrinsic and extrinsic motivation. Intrinsically motivated means motivated by oneself. Extrinsic motivation, on the other hand, is the influence of external stimuli that cause motivation. This makes it clear that motivation is a reciprocal process and that a range of factors and behaviors can influence motivation both positively and negatively. 

Positive influencing factors: 

  • Early onset of success 

  • Conviction of one's own abilities 

  • Setting realistic and achievable goals 

  • Orientation towards model persons and role models 

Negative influencing factors: 

  • Recurring experiences of frustration 

  • Failure to achieve success 

  • Perception of insurmountable hurdles 

  • Failure of models and role models 

 

Motivation model - how can a lack of motivation be explained? 

Maslow's pyramid of needs is a fundamental theory for explaining motivation. Maslow assumes different types of needs that are arranged hierarchically and build on each other. The lowest level of the pyramid, the foundation, contains the basic needs that need to be satisfied most urgently, such as sleeping, eating and drinking. If a higher need is sought, the lower need must be satisfied first.  

The pyramid can also be divided into two categories: deficit needs (physiological needs, security, esteem) and growth needs (self-actualization). However, the latter can never be completely satisfied.  

What is meant by this? Here is a concrete example: Markus and his wife Anna live in Munich and have an average income. In order to have better career prospects, Markus has decided to study part-time. However, the couple are affected by rising fixed costs such as rent and electricity. As a result, Markus struggles to concentrate during his studies and falls into a motivational hole - missed lectures and failed exams are the result. It is only when Markus overcomes this level of insecurity that he emerges from his motivation slump and finds energy for his studies, allowing him to satisfy his social needs for professional recognition and belonging.  

 

Low motivation - how to get out of it 

It should be emphasized that we cannot always solve situations full of listlessness on our own. External stimuli and factors, such as family and the employer, play an important role - as in our example. Nevertheless, there are tips on how you can (re)motivate yourself: 

  1. Define goals: Motivation is always directed towards a goal. Think about the importance of the goal and remind yourself of it (again) 

  2. Create routines: you can overcome a motivation slump with the help of a fixed routine. Not only more security and energy, but also time savings are positive effects 

  3. Find like-minded people: create an environment that pursues the same goals as you and motivates you to achieve them 

  4. Tell others about your project: this increases social control and raises your own expectations of yourself  

  5. Divide up your tasks: if your final goal is set very high, it is easier to divide the goal into small sub-goals. Achieving a sub-goal will motivate you to keep going 

 

For personal success and satisfaction, we must try to overcome our lack of motivation even in difficult times and recognize the opportunities that arise. Our working environment and profession have a major influence on our motivation - in other fields too.

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