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Recruiting skilled personnel. This has been a major problem for companies in Germany for some time. Companies are increasingly feeling the pressure within their industry to acquire professionally trained personnel who meet their requirements. Here the language is from lack of specialists, from which approximately 79% of the occupational groups are concerned. As a result, fierce competition is developing in the world of work between companies to attract these sought-after talents.
Companies must ask themselves how the decision of the candidates can be influenced in such a way that they decide in favor of the respective employer. Because based on this, it is also important to answer the question of how the attractiveness of the employer can be increased and communicated. In the following article, we will address precisely these questions.
Why is employer branding important for companies?
Employer branding is primarily about using the preference-creating characteristics of the brand as a company. Accordingly, it is necessary to differentiate the company from other companies that are also competing for the coveted talents. The focus should be on the uniqueness of the company and its individual identity. An authentic image of the company is implemented. As a result, it is much easier for outsiders to identify with the company and to build a bond with it, whether they are employees or not.
Due to the constantly growing literature in the field of employer branding, approaches have emerged that are oriented towards the different ways of thinking of the generations. Different ways of thinking require different approaches and strategies in order for a company to position itself attractively for the respective target group.
Identifying needs and areas of interest
First of all, it is necessary to determine what measures need to be taken to recruit talent from Generation Z in a way that is appropriate for the target group. The generation distinguishing itself as digital natives primarily strives for values such as self-realization, free development, authenticity, stability and order, which are reflected by job security, a stable salary and flexibility to the top requirements on the labor market.
Social networks as a flagship for companies
Social networks can be used as a profitable tool in employer branding. This does not mean a monetary gain, but the gain in attention and presence in the target group. Generation Z in particular uses social media on a daily basis and spends a lot of time on Facebook, Instagram, LinkedIn or YouTube. Regular interaction with the community on the existing channels and a high recognition value through the development of an own visual language with elements of the corporate identity are therefore of great importance.
Authenticity as a decisive factor in the perception of the company
Generation Z places a lot of value on authenticity (genuineness). This applies to their behavior on social media as well as in real life. If companies want to appear credible, they should make sure that their online communication is in line with their actual values and corporate culture. It is important to highlight the company's individual strengths in order to attract the attention of Generation Z. Through targeted employer branding, companies can take steps to meet the needs and requirements of young talent.
Inretrospect, there are a number of criteria that attract the attention of Generation Z by means of employer branding. To achieve this, strategically planned measures should be taken that meet the requirements of the talents.
Sources:
Generation Z: What you should consider in employer branding (agentur-publik.de)
Employer branding for Gen Y and Gen Z (westpress.de)
Employer branding for Generation Y and Z. How do companies position themselves successfully in the war for talents? (grin.de)
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