Attracting talent, not searching: How targeted employer branding boosts the flow of applicants

24 March 2025 – In a competitive job market, employer branding determines the influx of talent. Those who invest specifically in employer branding not only attract applicants, but also increase loyalty and productivity.

In times of demographic change, digitalization, and changing values in the labor market, employer branding is becoming a strategic imperative. According to a study by StepStone (2024), 78% of job seekers rate employer branding as a decisive criterion for their application. At the same time, many companies report increasing recruiting challenges. This tension makes it clear: companies must actively position themselves as attractive employers to compete for talent.

“Culture eats strategy for breakfast.”

This well-known quote by Peter Drucker is particularly true for employer branding: A strong corporate culture is the key to an authentic and successful employer brand.

From the target group to the concept: The basis for strong employer branding

Targeted employer branding begins with a thorough target group analysis . Only by understanding the needs, values, and expectations of potential applicants can you develop compelling messages. The process includes:

• Quantitative surveys : What do applicants think about the company? Which benefits are particularly important?

• Qualitative interviews : What values do employees truly live by internally? Where do their self-image and external perception diverge?

These findings form the basis for a differentiated employer branding concept that is tailored to the respective target group – from trainees to senior professionals.

The right messages: Employer Benefits & Values

A key element is the identification and communication of employer benefits and values . These can include, among others:

• Flexible working hours & home office

• Fair and transparent compensation models

• Positive, appreciative corporate culture

• Clear career paths & training opportunities

According to the Universum Talent Survey 2024, younger target groups such as students and career starters place particular importance on work-life balance (91%) and fair pay (87%). Those who credibly communicate these values and actually live them will clearly stand out from the competition.

Creating visibility: Employer positioning & social media

The best employer brand is of little use if no one knows about it. Employer positioning means making the company visible and tangible:

• Social Media Strategies : Authentic insights behind the scenes, formats such as "Meet the Team" or "A Day in the Life"

• Platform selection according to target group : LinkedIn for professionals, Instagram and TikTok for young talents

• Influencer & Employee Testimonials : Trust is built through real stories from real people

Targeted campaigns not only increase reach but also encourage people to apply. A continuous presence in relevant channels ensures that the company remains firmly anchored in the target audience's mind.

Innovation in Recruiting: Funnel Tools & Gamification

In addition to visibility, the application process also plays a crucial role. New technologies such as funnel tools make it not only more efficient but also more attractive:

• Gamified application experiences : Interactive questions, quizzes or challenges increase engagement

• Personalized application processes : Depending on the type of applicant, individual content is displayed

• Data-based pre-selection : Algorithms help to identify suitable applicants more quickly

Such tools not only enable a higher completion rate in the application process, but also a better candidate experience.

Results and added value

A consistently implemented employer branding concept pays off – measurably and in the long term:

• More qualified applications

• Higher employer satisfaction & employee loyalty

• Decreasing fluctuation and recruiting costs

• Stronger corporate reputation in the market

A strong employer brand leads to sustainably better performance: According to the 2023 Gallup study, employees who identify with the company values show higher productivity and a significantly lower absenteeism rate.

Employer branding as a growth driver

Anyone who wants to attract top talent today must already be thinking about tomorrow as an employer brand. Targeted employer branding combines strategy, data analysis, technology, and humanity. The combination of relevant messages, smart technology, and authentic communication makes all the difference.

In short: those who inspire talent win the future.

Want to know how we can help you inspire talent? Contact us at sales@studicon.com for a free initial consultation!