Employer Branding in Recruiting – How Companies Can Attract New Talent with a Strong Employer Brand

Why should top talent choose your company in particular? This is a question many HR professionals are currently asking themselves—and rightly so. The shortage of skilled workers is becoming more acute, qualified candidates are in high demand, and the traditional job posting is no longer enough.

This is exactly where employer branding comes into play: those who position themselves as an attractive, authentic, and credible employer today gain a clear advantage in recruiting. A strong employer brand is no longer a “nice-to-have,” but a key success factor for attracting the right candidates and retaining them in the long term.

In Germany, it’s time to catch up in this area. According to the Index Recruiting Report 2024, companies see employer branding as an important tool for attracting employees. However, a lack of time (41 percent) and a lack of staff (35 percent) are cited as obstacles to establishing a strong employer brand externally.

What is Employer Branding?

Employer branding refers to the strategic development and maintenance of an attractive, credible employer brand that stands out positively from other companies. The aim is to position the company both internally (to existing employees) and externally (to potential applicants) as an attractive employer.

This is not just about having a good image, but also about the authentic presentation of the company’s culture, values, benefits, and working conditions in order to stand out in the competition for talent and to retain suitable candidates in the long term.

Why is Employer Branding Important in Recruiting?

In times of skill shortages, demographic change and rising expectations from younger generations (e.g., Generation Z), it is no longer enough to simply place job postings. Nowadays, candidates gather detailed information about potential employers—on social media, review platforms such as kununu or via personal networks.

Companies with a strong, authentic employer brand manage to position themselves positively, build trust, and give talent a clearer picture of whether they fit into the company’s work culture. Employer branding not only increases visibility in the job market, but also reduces time-to-fill, reduces hiring costs, and increases the quality of applications. In short, it becomes a decisive competitive advantage in talent acquisition.

Measures to Strengthen Employer Branding in Recruiting

Effective employer branding starts with a clear positioning: companies should define their values, culture, and unique selling points as an employer and communicate them authentically. You can strengthen your employer branding with these measures:

• Modern career website. Your careers page should be mobile-friendly and offer a clear, engaging look into your work environment. Include employee testimonials, highlight specific benefits, and use short videos where team members share what makes working at your company rewarding.
  • Example: integrate short employee videos in which the job is briefly presented and employees explain why they enjoy working for the company.
• Social media presence. Use platforms like LinkedIn, Instagram, or TikTok to give authentic glimpses into everyday work life. Share success stories, team milestones, and real faces from your organization.
  • Example: apprentices share photos of small successes or joint projects. Even a picture of the workspace can spark curiosity about the company.
• Brand ambassadors. Encourage employees to be active advocates for your company. Ask them to share their career journey, experiences, and achievements on professional networks like LinkedIn.
  • Example: employees share their career journey within the company on LinkedIn.
• Professional and transparent application process. Make it easy for candidates to understand your hiring process. Outline each step on your careers page, offer timely and personalized feedback, provide multiple interview format options, and update all applicants once a hiring decision has been made.
  • Example: explain each step of the application process on the careers page, provide personal feedback, and send updates once the position is filled.
• Genuine employee reviews. Actively monitor feedback on employer review sites like kununu or Glassdoor. Thank employees for positive reviews, respond thoughtfully to constructive criticism, and use these insights to improve workplace culture.

Attracting Qualified Specialists with a Strong Employer Brand

Employer branding can become a key success factor in recruiting, especially in the current dynamic labor market. Companies that actively shape their employer brand not only attract more applications—above all, they attract the right talent: people who fit the culture, commit for the long term, and want to help shape the company’s future.

It’s not about glossy campaigns; it’s about authenticity, clear values, and open communication. Modern employer branding doesn’t require high-budget promotional videos—it requires genuine interest in the people behind the company. Investing wisely in your employer brand today lays the foundation for sustainable growth, competitiveness, and employee retention—and gaining a decisive edge in the battle for the right talent.

Are you looking for qualified professionals? Get in touch—at LHH, we are happy to support you in strengthening your employer brand and attracting the right candidates.