Employer Branding: From Introspection to External Communication
The process begins with an analysis of the company – Merheim is used to signing non-disclosure agreements because companies should not have to keep secrets from him. He and his team gain deep insights into internal processes and corporate culture: “Companies think they don’t know much about themselves. Yet many of them already have a lot of data available that they can use to understand their current state. The record is 50 documents we received for analysis.”
“Many employers have problems finding and retaining people because they don’t know what they stand for,” explains Merheim. “Often, it’s unspoken things that have never been structured or written down. So, it’s about companies going on a ‘self-discovery trip’ to figure out: What do we stand for? What are our values? Who are we looking for? And who are we not looking for?”
Based on the data, workshops, and anonymized employee surveys, the corporate culture and the existing system are analyzed, and anchor points are identified. However, Marcus Merheim emphasizes that it is not his job to spread marketing messages. “In our cultural analyses, we uncover the positive aspects and work out the negative points.” He is convinced these knots must be untied because they will otherwise keep getting in the way. After the analysis, hooman advises on organizational development and internal and external communication to align theory and practice.
Marcus Merheim at Webinar Tage
On September 17th at 11:45 a.m., Marcus Merheim will hold a webinar on “No Facade without a Foundation – Why Employer Branding is the Key to Success in Finding and Retaining Employees.” The title was chosen deliberately. Today, employers are forced to deal with their image due to the existence of platforms like Kununu . But a facade without a foundation doesn’t work. Large budgets are not always needed to work on employer identity. It often starts with common sense and self-critical reflection. “I can only urge employers to engage with this because the effort is worth it,” encourages Merheim.
Facade Employer Branding vs. Holistic Approach Employer Identity
Some companies are shortsighted and fail to recognize their weaknesses. Clichés and standard phrases can often be found in job advertisements, along with stock photos of idealized employees grinning with their bleached teeth and high-fiving each other.
“Of course, it’s also about image,” says Merheim, “but mainly about actively influencing how people behave in the company and creating coherence with its values.” Implementing this is not just a management task. Employees should experience corporate culture collectively and make it a mindset. “Every employee should contribute, reflect on the central elements of the corporate culture, and behave accordingly.”
For this reason, Marcus Merheim is also critical of employer branding. It’s not just about a facade but a holistic approach defined by an authentic employer identity.
Fruit Baskets and the Search for Meaningful Work
Today, it is not only the employers who have a precise idea of the employee profile they are looking for but also the employees who know precisely what the desired employer profile looks like. “Employers should communicate authentically and honestly and admit weaknesses,” advises Marcus Merheim.
He warns against enlarging the proverbial fruit basket and luring with more benefits to strengthen employee retention: “That has nothing to do with corporate culture. You can’t buy it; you have to earn it. Studies show that people are even willing to give up part of their salary if they can work in an environment where they are happy. For the younger generations, like Gen Z, meaningfulness is an important topic. At the same time, every company has something that can interest people.”
“Jobs that offer a strong sense of purpose will increase in value in the future, even without higher salaries,” Merheim says, based on his experience in healthcare professions.
Holistic Brand Management and Practical Relevance
Merheim is optimistic about the future: “More and more companies will realize that now is the time to engage in self-reflection. Under the banner of holistic brand management, I believe that companies will no longer focus on their employer brand, but that the corporate brand, product brand, and financial brand will be unified, carrying a consistent thread.”
Marcus Merheim appreciates the practical relevance of the Webinar Tage. “We don’t need meta-level discussions; we need to be hands-on and close to the topic.” He looks forward to much input and is confident that the Webinar Tage will provide excellent value for all participants.
This article is written By Lydia Stöflmayr.
