NOT ALL BRANDS ARE THE SAME

In classical brand theory, we distinguish between corporate brand and the product or service brand of a company. Anyone who also manages to build a strong employer brand makes himself more attractive for existing/potential employees, can counteract the lack of skilled workers and gains inner strength, e.g. by building up knowledge thanks to low employee turnover.

PROCESSES

Corporate brand

Uniform public image for employees, shareholders and clients

Product/service brand

Addressing the sales market and differentiation from the competition

Employer brand

Concretises core elements of the corporate brand in relation to the world of work

Unternehmensmarke

1. MARKENSTATUS

Erhebung des Status Quo, Innensicht der Marke, Wettbewerbsbeobachtung

2. POSITIONIERUNG

Überprüfen, Brandstory, Markensteuerrad und Markenleitbild entwickeln

3. ZIELGRUPPEN

Definieren, Segmentieren, Priorisieren, Analysieren

4. CI/CD-OPTIMIERUNG

Finalisierung des visuellen Markenauftritts

5. MASSNAHMENPLAN

Erarbeitung der einzelnen Maßnahmen und Botschaften

Prozess Arbeitgebermarke

1. MARKENSTATUS

Erhebung des Status Quo, Bestandsanylse, Touchpoint-Analyse, Wettbewerbsvergleich, SWOT

2. POSITIONIERUNG

Schärfung der Arbeitgeber-Markenpositionierung, Herausarbeiten des USP & RTB

3. BOTSCHAFT

Segmentierung nach Zielgruppen (Insight-Generierung und Entwicklung spezifischer Botschaften)

4. KAMPAGNENENTWICKLUNG

Entwicklung einer Kreativ-Idee und eines Design-Konzeptes auf Basis des bestehenden Corporate Designs

5. MASSNAHMENPLAN

Entwicklung einer Maßnahmen-Matrix anhand relevanter Touchpoints

OUR SERVICES

CONSULTANCY

For your employer brand strategy:
Bartenbach as a holistic consultant for your employer brand strategy: 360° from development to implementation (e.g. expert review, workshops, audits/benchmarking)

ANALYSIS

For your inventory:
We can act as a partner to survey the status quo (e.g. employee questionnaires, target group analysis, analysis of internal and external communication as an employer, benchmark)

TOUCHPOINTS

For your presence:
Development of your overall presence as an employer (e.g. personnel management, intranet/blog/employee shop, career portal, homepage/microsites, videos and apps, newsletter, employee magazine, digital (HR) presentations, personnel development, event/fair and academy, feel-good management)

CONTENT

For your communication:
We create content that can be experienced together (e.g. storytelling/PR, in-house editing, infographics, white papers, videos, blog/intranet, media/social media)

SCOPE

For your employees and applicants:
We offer customised recruitment and retention (e.g. media, optimisation SEO/SEA, employees as influencers, identification, awareness of the employer brand, optimised recruitment)

ADVANTAGES OF THE EMPLOYER BRAND

RECRUITMENT OF PERSONNEL

IIncreasing attractiveness as an employer, reducing recruitment costs,

Finding more suitable applicants

EMPLOYEE RETENTION

Increase of loyalty, reduction of the turnover rate

Identification with the employer, higher ROI

Retention of know-how

CORPORATE BRAND

Increased market presence, improved corporate image

Increased competitiveness

CORPORATE CULTURE

Increased productivity, better working atmosphere

Reduction of sick days, visibility/living values

RESULT

Employee commitment, cost reduction, increase in the quality of work

MOTIVATION

Retain current employees, attract potential employees

SUCCESS

Economic benefits through low employee turnover, low sickness rates and higher performance and productivity of employees

DIFFERENTIATION

Compared to competitors who address potential employees with bland formulations (”Lleading company is looking for passionate employees with team spirit”)

ATTRACTION

A strong employer brand can have a positive influence on the image of the corporate brand

CORPORATE CULTURE

Positive impact on company size, employee retention and performance motivation

STADTWERKE HEIDELBERG EMPLOYER BRANDING

ON THE WAY TO AN EMPLOYER BRANDEmployer Branding