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 see job advertisements as a perfectly optimized landing page. It must be optimized technically (SEO) and textually (keywords) so that applicants can find it via search engines and job crawlers, and so that it ranks highly in the organic search. Someone who wants to find the most important information quickly needs to be considered at all times. The tone of the images and texts should also convey the company culture. To achieve this balancing act, we use data, tools and studies to constantly optimize your job advertisements to perfection.
With the exception of the proofreading – which is still done by people with brains, hearts and minds, our job-offer manager digitises your entire placement process. From the briefing to the placement to real-time reporting and automatic billing, everything runs digitally. An intelligent recommendation system based on learnings and historical data is even integrated into the process, enabling expected applications in the near future to be predicted.
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.
Not only digital natives look for jobs almost exclusively online. Virtually all target groups search for information via online job boards or classic search engines such as Google and Bing. Addressing job seekers actively is generally no longer sufficient nowadays and passive job seekers also need to be targeted via social media such as Facebook, Instagram, Snapchat and TikTok. In addition, there are various career networks, including LinkedIn and Xing through which we can reach potential candidates for you with advertising and/or content. Our in-house Digital Unit is familiar with all aspects 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 students and graduates. The aim is, on the one hand, to increase the quantity and quality of applicants and find suitable apprentices or interns. On the other hand, companies should be established as the employer of choice for new entrants to the job market, and the employer value proposition (EVP) should be anchored in the relevant set of future apprentices. This primarily happens online on social media, but also offline at relevant touchpoints such as schools and leisure environments, with the help of ambient media. Secondary target groups such as parents and teachers are not forgotten in our apprentice marketing.
Universities, colleges, and vocational academies are home to young people with tremendous potential for companies. Therefore, it is crucial to establish one’s own company in the minds of students and stand out from the competition. For this purpose, there are specific recruiting measures that assist companies in attracting talented interns, trainees, and working students, as well as graduates for direct entry positions. Our higher education marketing relies on an extensive university strategy, which successfully positions employer brands at universities. Creative and unconventional ambient media measures create a unique presence that captures 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 connect 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!
Get in touch with us for a competent and sympathetic partner willing to go the extra mile and do everything to achieve the best possible result in employer branding and human resources marketing.
Contact us today and we will get back to you within 24 hours.
Customers
+49 (0)89 588 0317-70
Applicants
+49 (0)89 588 0317-73
Media suppliers and service providers
+49 (0)89 588 0317-75
Address
grapevine marketing GmbH
Tengstrasse 9, 80798 Munich
