What is employer branding?

The term employer branding refers to strategies and measures a company takes to position itself as an attractive employer and to create a positive perception among potential employees. At its core, as with all brand measures, it is therefore about building trust – only in this case towards potential employees. In concrete terms, this means companies shape their image as an employer in order to stand out from other companies, above all in direct competition, and to attract talented employees and retain them in the long term.

There are thus one-off measures, such as developing an employer brand to appeal to new employees in the short term, but it is also about a long-term strategy to retain current employees as well.