Internal employer branding

The three main advantages of successful internal employer branding are:

• Existing employees are usually a good choice when it comes to new specialist and management positions. They are familiar with basic company processes and therefore usually require a shorter onboarding process. In addition, internal promotion opportunities can be used to find other attractive features of the company and reduce resources for recruiting measures.

• Satisfied employees are much less likely to suddenly look for a new job if they lack nothing in their current job.

• Employees who work in a pleasant environment are more productive, sick less often and are also more committed to the company, for example by talking positively about their company.

• As a company, you can score points with applicants with satisfied employees, a pleasant working atmosphere and a low turnover rate.

Use your own employees as brand ambassadors

The best proof of a pleasant and desirable workplace is still your own employees. No matter how attractive the features are communicated to the outside world, if the existing team members are not convincing and appear dissatisfied, skepticism will almost always prevail.

The exchange with people in the company usually speaks volumes. True satisfaction is visible on social media, at trade fairs or in everyday working life and has a significant influence on applicants' decisions. In addition, satisfied employees are happy to talk to others about their company and its positive characteristics, even on their own initiative. This in turn leads to the company attracting attention and interested applicants submitting an application, even without specific measures.

Clearly defined corporate values and culture

However, in order to get your own employees on board, you first need to clarify what specific values, attitudes and goals make up the company. Managers should define these as clearly as possible, and these values often need to be collected first. The next step is to communicate them across the various levels and make the corporate culture tangible for everyone. If your own employees know about it, they can also pass it on to outsiders and independently interest potential applicants in the company.

Conclusion

Internal employer branding is fundamental to successful external employer branding. In order to guarantee an authentic image, internal factors must be taken into account and be consistent with external communication. It is important to always involve the entire company across the various roles and levels and allow them to participate in the corporate culture. Only in this way can it be understood and fully lived.