Employer branding: Why a strong employer brand is essential today

Strengthen your employer branding with Flexopus desk booking software!

Employer branding is a topic that cannot be overlooked in the field of New Work. Modern employers should not underestimate the impact of the company as an employer brand – because it determines how smoothly recruitment runs, how high staff turnover is in the company and even how efficiently employees work. In this encyclopedia article, you will learn what measures a company can take to position itself as an attractive employer. Especially in the age of home offices, hybrid working models and desk sharing, a strong employer image with benefits beyond salary is crucial for attracting and retaining talent. At the end of this article, you will be able to directly apply this knowledge to make your company more attractive both internally and externally.

What is Employer Branding? The Definition

Employer branding refers to all measures aimed at creating a particularly positive perception of a company as an employer. This includes both internal measures to strengthen employee satisfaction and external activities that make the company more attractive to the outside world. The employer's value proposition to its employees is called the ‘Employer Value Proposition’ (EVP for short). This EVP is crucial to the success of the employer branding strategy. Essentially, it answers the question of why people enjoy working for the company and why new talent should choose to become part of it.

Employer branding is therefore divided into the internal employer brand, which encompasses the work culture, working models and also the management model, and the external employer brand, which optimally presents hiring processes on social media, career pages and the company's external image.

Both external and internal employer branding are crucial to how a company is generally perceived. And, as you might expect, a strategy cannot focus on just one of these aspects, because if something is wrong internally, the company will quickly lose its lustre and the external strategy runs the risk of being dismissed as window dressing.

Why is an employer branding strategy becoming increasingly important?

The labour market is changing: skilled workers are in high demand, while expectations and priorities are shifting in many different industries. Flexibility, modern working environments and a good work-life balance are now decisive factors for many employees when choosing an employer. This means that companies are competing more fiercely than ever for talent.

The economic situation should not be underestimated either. It may seem as though 2025 will be a year in which employers will find it easy to recruit skilled employees, but the market is more complex than it was before the COVID-19 pandemic. Skilled experts have demands that are reflected in a good employer branding strategy and go beyond a high salary.

Professional employer branding helps companies to position themselves clearly in this environment. It provides orientation, gives the company a distinctive profile and helps to address the right target group in recruiting, as well as customers and business partners. Especially in hybrid working models, it is important to convey credible, authentic values and a consistent working environment. Clear communication of working methods, tools and collaboration strengthens trust – both among applicants and existing employees.

Last but not least, strong employer branding has a positive effect on team spirit and work efficiency. A modern office environment, flexible working hours, transparent processes and reliable structures not only promote satisfaction, but also productivity. Companies that take these factors into account at an early stage secure long-term competitive advantages.

So if you thought that an employer branding strategy only involved material benefits, such as an additional cash injection for gym membership or a fruit basket in the office, you are mistaken. Of course, these can be components of the strategy, but authentic values that are lived out in the company and create true flexibility are significantly more important.

What are good employer branding measures?

As already outlined in the first section, a clearly defined employer value proposition is at the heart of the strategy. These measures help companies build an employer brand that is convincing both internally and externally. In your EVP, set out your core values, corporate culture, feedback culture, benefits that go beyond the financial, career and promotion opportunities, pension provision and rules that are essential for harmonious and efficient working. As you can see, every company should have and present a strong employer value proposition – it is like the set of company rules that you promise your employees.

Other effective measures in both internal and external employer branding include transparent communication about benefits, clearly defined working models and expectation management, and professional recruiting processes with well-thought-out and appreciative communication chains.

Internally, regular employee feedback is essential in order to understand and implement all needs on both sides. Both the needs and the duties of the employee and supervisor should be taken into account.

The simplest and quickest measures to implement are those that enable flexible working, depending on the company, industry and department. The option of flextime and hybrid working gives employees autonomy and trust and promotes independent working. Provide your team with simple digital tools for the daily organisation of tasks and you will see that trust is rewarded and, in combination with regular feedback meetings, trust turns into efficiency.

Stay authentic, only write down values that you live by. Take small steps and think through the issues thoroughly. Introducing hybrid working, for example, requires more than just an Excel spreadsheet if you also want to offer flexible workplaces. This enables a more modern working environment – which in turn also pays off in terms of your employer branding.

How does Flexopus support employer branding processes?

Flexopus plays a key role in bringing employer branding to life in everyday working life. A strong employer brand is created not only through communication, but above all through concrete experiences and effective processes. This is exactly where Flexopus comes in:

1. Enabling flexibility and hybrid work
   With Flexopus, employees can flexibly decide where and how they work – without chaos and competition for workspaces. This promotes satisfaction and supports modern working models.
   
2. Transparent workplace and room booking:
   Clear booking processes provide orientation in everyday office life. This not only boosts efficiency, but also conveys the feeling of working in a modern, well-organised environment without competitive behaviour.
   
3. Professional visitor, car park and asset management:
   Smooth operations in the office contribute greatly to employee satisfaction. Employees and guests experience the company as structured and professional, and a happy team is an efficient team.
   
4. Making optimal use of modern office space:
   Flexopus supports companies in designing workplaces to meet their needs and using existing space efficiently – an important benefit for an innovative and attractive working environment.

Flexopus thus ensures a consistent, structured and modern working environment and stable employer branding processes, thereby strengthening the employer brand in a very practical way.

Conclusion

Employer branding is a key success factor for companies that want to compete for talent. A strong employer brand provides orientation, strengthens employee loyalty and raises the company's profile. In a working world characterised by hybrid models and flexible working arrangements, companies should have a well-thought-out employer value proposition and continuously optimise it. Modern workplace management tools such as Flexopus support companies in shaping this positively – through clear processes, flexible working models and a structured working environment.