Top performance in personnel marketing requires good preparation, the advice of experts and determination. This means that the many individual disciplines and services that go into HR marketing must form a coherent picture. Our human resources marketing agency has gained experience in many areas of employer branding over the years in order to meet the requirements of our clients.
The employer positioning defines the image an employer wants to convey internally and externally. Important success criteria for employer attractiveness and the employer brand to be developed are authenticity, credibility, differentiation and relevance. We develop these with you using internal and external data. The results are a tailor-made positioning strategy, an employer value proposition (EVP for short – the employer promise as the core message), target group-specific messages and a communication concept.
Regardless of how potential applicants become aware of you (e.g. job advertisements, recommendation, social media), studies show that a company’s career site is visited before an application is sent. We therefore strongly recommend a change of perspective. Consider your career site as an application form with which you, as a company, apply to an employee. Our UX and screen designs for your employer presence will help convince potential candidates and increase not only the number of applicants, but also their suitability.
We view job ads like a perfectly optimized landing page. It must be optimized technically (SEO) and textually (keywords) so that it can be found by applicants via search engines and job crawlers or ranked highly in organic searches. The person who wants to quickly grasp the most important information must not be ignored. The culture of the company should also be conveyed through the tonality of the images and texts. For this balancing act, we use data, tools and studies to constantly optimize your job ads on the way to perfection.
With the help of our Job Offer Manager, we digitize your entire placement process (with the exception of proofreading – which is still done by people with brains, hearts and minds). From briefing and placement to real-time reporting and automatic invoicing, everything runs digitally. Based on the learnings and historical data, an intelligent recommendation system has even been integrated, which will also make it possible to predict the expected applications in the near future.
Whether you have a media budget of 5,000 or 500,000 euros, we advise, plan, coordinate, buy, bill, report and optimize your employer branding and recruiting campaigns with the same attention and care – independently, transparently, data-based, efficiently. Our planning model takes the relevant set and the mindset of your relevant target groups into account. This enables us create an individual media plan for you and define the corresponding KPIs, which we track and use as the basis for our proactive campaign optimization.
It is not only digital natives who search for jobs almost exclusively online; almost all target groups obtain information via online job boards or traditional search engines such as Google and Bing. As actively addressing jobseekers is generally no longer enough today, so-called passive jobseekers must also be addressed via social media such as Facebook, Instagram, Snapchat and TikTok. There are also various career networks, including LinkedIn and Xing, which we can use to reach potential candidates for you with advertising and/or content. Our in-house digital unit is very familiar with all types of online marketing and takes care of the campaign set-up, monitoring and optimization of your campaigns. The successes and results flow into your personal campaign reporting dashboard.
Our operational campaign dashboard is a reporting tool tailored to your needs that shows all the data from your digital campaigns in real time. This forms the basis for data-driven decisions in performance marketing. Connections to analytic tools, such as Google or Adobe Analytics, allow this data to be compared with your website data, enabling you to track and optimize key qualitative and quantitative KPIs. Connection to the applicant management system (ATS) is also possible for some companies. This enables end-to-end tracking.
One objective of employer branding is to increase employer attractiveness. This attribute needs to be defined by measurable key figures in order to be able to detect any increase. For this purpose, we have created the Employer Brand Attractiveness Index, which is calculated from sub-indices based on measurable KPIs. We can help you to define and quantify these KPIs and also, as far as possible, to measure them automatically. This involves effort, but if you want to determine the ROI of your employer branding there is no way around it.
On the basis of your employer positioning and your company’s corporate design specifications, we develop a creative concept for your authentic employer brand presence. We will create the necessary content with photo shoots, video productions or stock materials, with your own employees or with professional models. We provide all the headlines, texts, graphics etc. ourselves, and bring your employer brand to life on career pages, company profiles, job advertisements, trade fair stands, giveaways, posters, brochures and online advertising materials for campaigns.
The focus here is on the development of personnel marketing and recruiting measures for pupils and graduates. On the one hand, the aim is to increase the quantity and quality of applicants and find suitable trainees or interns. On the other hand, companies should become the employer of choice for career starters and the EVP should be anchored in the relevant set of future trainees. Of course, this mainly happens online on social media, but also offline at the relevant touchpoints such as schools and leisure environments and with the help of ambient media. Secondary target groups such as parents and teachers are also not forgotten in our trainee marketing.
Universities, colleges and vocational academies are home to young people with enormous potential for companies. It is therefore important to establish your company in the minds of students at an early stage and stand out from the competition. To this end, there are special recruiting measures that support companies in attracting talented interns, trainees and working students, as well as graduates for direct entry. Our university marketing relies on a comprehensive university strategy to successfully position employer brands at universities. Creative and unconventional ambient media measures create a unique presence that attracts the attention of students and graduates and ensures that companies are remembered in the long term. A strong presence at university and career orientation fairs is an additional, valuable opportunity to get in touch with potential applicants.
Whether it’s developing a content series for LinkedIn, Twitter or other social media channels such as Facebook, Instagram, Snapchat and TikTok, our social media experts know what resonates with which target group and how to make sure it gets there. We take your content marketing to the next level and are happy to experiment with you on channels like Tinder, Truffls or newcomers like BeReal.
True to the motto “Practise what you preach”, we naturally also use various social media channels ourselves. We share many insights into the way we work together at our agency on Instagram at #agencylife, #grapevinerocks and #grapevinefamily. This content is also shared on Facebook, although this is no longer the focus for our target groups. We share successes, news and job offers on LinkedIn under the hastags #employerbranding and #personalmarketing by #grapevinemarketing. We have neglected Xing for a while, but will become more active here again in the future due to our outstanding Kununu ratings. So much for our social media strategy!
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