Employer branding is crucial in the labor market, especially when considering how to draw in and keep top talent. Yet, many managers find it difficult to define what makes an employer brand strong. Industry specialists’ insights show that a mix of transparent corporate principles, well-being programs, and authenticity are essential elements.
The labor market continues to be a competitive environment and companies must work hard in order to stand out in the field. Here are some crucial tips to stand out, as employer branding has become crucial to gaining and retaining top employees.
Health and Personal Leadership
Nicole Wiggenhauser, Head of Marketing and Communications at Oberwaid, a four-star hotel and specialty medical facility in Switzerland, emphasizes the significance of well-being in employer branding. Employer branding is viewed at Oberwaid as a vital component of their business culture and sound management philosophy, not as a goal unto itself.
Wiggenhauser explains that their leadership principles are centered on three key areas: self-leadership, team leadership, and corporate leadership. She says, “Employer branding or the development of an attractive employer brand is not an end in itself at the Oberwaid but is an essential component of a healthy management and corporate culture in all areas.”
While team leadership creates a supportive atmosphere via open communication and constructive criticism, self-leadership emphasizes people taking accountability for their actions and well-being. Corporate leadership places a premium on activities that promote healthy experiences for both consumers and staff, as well as sustainable goals.
Along with a variety of other advantages, Oberwait provides its employees with ongoing training and development opportunities, partner programs, free parking, and a personalized leadership and health program (BGM).
Openness and Gratitude
EHL Hospitality Business School’s Head of Management Workshops & Seminars, Insa Thalau, emphasizes the value of employee voice and open communication. According to Thalau, “Opportunity for opinion expression and corporate transparency are essential. Effective personnel management and development create a healthy work environment and culture.”
According to Thalau’s observations, building a good employer brand requires creating an open and transparent atmosphere that makes employees feel heard and respected. This strategy helps retain and increase employee happiness while building up a good work environment.
Clear Values and Benefits
Benjamin Fiedler, assistant director of sales at Sunstar Swiss Hotel Collection, points to the significance of clear corporate values and tangible benefits in strengthening employer branding. He states, “At Sunstar, we focus on clear corporate values, attractive benefits, career development, and a positive working environment. These factors make us an attractive employer, but the key is that these initiatives must be genuinely embraced and practiced by employees.”
Powerful Messages for Employer Branding
The online marketing manager at Sunstars Hotels, Tobias Wolf, is an advocate for a robust employer brand that is based on genuine adherence to corporate principles and the provision of tangible advantages. He explains, “Authentic living of values, offering real benefits making things possible, supporting career growth, encouraging personal development, and offering challenges—these are the foundations of a strong employer brand.”
Wolf’s viewpoint emphasizes how crucial it is to establish a work atmosphere where staff members feel encouraged and challenged and have opportunities to advance their careers. Sunstar Hotels uses this tactic by disseminating employee testimonies and insight tales, which gives potential candidates a clear understanding of the company’s principles and culture.
Genuineness and Upholding Principles
Alain Packes, general manager of Hotel RAMADA Regina Titlis, and Claudia Pronk, general manager of Nira Aplina, both emphasize the value of authenticity in employment branding. Pronk succinctly states, “Being authentic,” while Packes adds, “An authentic and lived corporate philosophy is essential. Authenticity must permeate every aspect of the company’s operations and culture.”
