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The shortage of skilled workers that has been predicted for years has now reached companies: according to a survey, a third of all companies are having difficulties filling their apprenticeship vacancies. Around one in ten companies do not even receive a single application for a vacant apprenticeship position. This means that many companies need to be more proactive in their search for well-trained specialists. In the coming years, personnel marketing will presumably play an important role not only for large companies, but also for small and medium-sized enterprises in particular.
What is meant by employer branding?
Today, the term "employer branding" is used to describe all measures with which a company presents itself. Unlike traditional marketing, however, it is not about focusing on products or services. Instead, the company presents itself as an attractive employer in order to attract the attention of potential applicants. Today, the decision for a job is not made solely on the basis of criteria such as salary or working hours; social factors are also becoming increasingly important. HR managers are increasingly having to put up with questions about additional benefits and work-life balance. Ultimately, employer branding is about ensuring these "feel-good factors" and communicating these measures - which is at least as important. Flyers and information brochures may be a good choice for disseminating the innovations. In addition, the relevant tools should not only be aimed at applicants, but also at internal employees. Fluctuation is associated with considerable costs; in addition to recruiting, there is also a long induction phase during which the new employee is not able to work fully productively. A distinction is made here between internal and external personnel marketing; the former is aimed at the company's own employees.
How personnel marketing can be implemented in practice:
But what specific measures can ensure that employees feel so comfortable in the company that they don't even consider changing jobs? In principle, there are a number of approaches that should not only be of a monetary nature:
- Flexible working time models
- Opportunities for advancement and further training; possibly in cooperation with educational institutions
- Childcare in the company or financed by the company
- Health management measures
- Show presence on social media platforms
- Various sports and leisure activities
- Well-considered incentive and bonus systems, appealing performance should be rewarded
Some measures don't even cost money - such as onboarding. Onboarding describes a kind of "welcome culture" in the company. A new employee should not be confronted with stressed and bad-tempered colleagues on their first day at work on a Monday morning, but should be shown around and introduced in a friendly manner. Apart from the welcoming ritual, it should also be ensured that there is sufficient personnel capacity to train the new colleague. Ultimately, this also shortens the induction phase, which is beneficial for everyone involved. Other measures focus on team spirit: if joint team events are organized, the ice is quickly broken. In order to form a team from employees who have all applied for a job individually, activities outside of the daily workplace are required. In this case, it could make sense to solve a problem together, to which everyone can contribute their personal strengths. Appearances also have an influence on this sense of togetherness. Uniform work clothing, also known as "corporate design", makes it clear at first glance in some companies and sectors that everyone is pulling in the same direction. In addition, the external image towards the customer also benefits; the company, which until now was perhaps only known by its logo, is given a human face. At this point at the latest, it becomes clear that personnel marketing must also be viewed holistically. In view of the demographic development and the coming challenges on the labor market, personnel marketing will be urgently required in the future - in almost every company, employees are the decisive factor for success.
