Employer Branding

Currently, we are still affected by the consequences of the Corona crisis. The effects of lockdowns and remote work are still deeply felt by many companies. However, the Corona pandemic also demonstrates how closely intertwined blessings and curses can be.

The accelerated digitalization driven by the crisis is changing the world of work and creating challenging demands on workplaces, employees, and especially on leaders. The question that arises is: What does this mean for employer branding? Do we still need to compete for talent? Is it even sensible to continue thinking about the employer brand in a time filled with crises?

The answer is a clear "yes." Even though an uncertain future lies ahead, one thing is clear: Every crisis will eventually pass, and the competition for talent will continue. Employer branding and effective crisis management are crucial tools for business success, as well as key aspects of corporate image and a sustainably impactful employer brand. Therefore, companies should not lose sight of their values, even in turbulent times.

One thing has already become evident: Companies that act responsibly during the crisis and show appreciation for their employees will not only survive but also enhance and positively reinforce their image as attractive employers.

In summary, our studies have led to the top ten recommendations for an interdisciplinary, strategic employer branding approach. Only those companies that think about their employer image during crises and position themselves as attractive employers both internally and externally will attract and retain the talent they need to succeed.