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class="breadcrumbs--item-link">Blog</a><div class="breadcrumbs--container"><div class="breadcrumbs--divider">></div><a href="/de-kategorie/employer-branding" class="breadcrumbs--item-link">Employer Branding </a></div><div class="breadcrumbs--container"><div class="breadcrumbs--divider">></div><a href="/de-unterkategorie/hr-marketing" class="breadcrumbs--item-link">HR-Marketing</a></div></div><h1 class="post--hero-title german slideup">Was ist Employee Branding und wie kann man es im Unternehmen umsetzen?</h1><div class="post--hero-details german"><div class="post--hero-details-block"><div>Zuletzt aktualisiert:</div><div class="post--hero-date de-vertical"><div class="post--hero-date de">29</div><div class="post--hero-date de">.</div><div class="post--hero-date de">04</div><div class="post--hero-date de">.</div><div class="post--hero-date de">2021</div><div class="hide_for_now">29.4.21</div></div><div class="post--hero-date w-condition-invisible">14/9/2022</div><div class="post--hero-date w-condition-invisible">14/9/2022</div></div><div class="post--hero-details-block w-condition-invisible"><div class="post--hero-minutes w-dyn-bind-empty"></div><div>Minuten Lesedauer</div></div></div><div class="written_by">Geschrieben von</div><div class="post--hero-author"><img height="70" loading="lazy" width="70" alt="" src="" class="post--hero-author-img w-dyn-bind-empty"><div class="post--hero-author-details"><div class="post--hero-author-name">Leon Hauber</div><div class="post--hero-author-company w-dyn-bind-empty"></div></div></div><div class="post--hero-second-author"><img height="55" loading="lazy" width="55" alt="" src="" class="post--hero-second-author-img w-dyn-bind-empty"><div class="post--hero-second-author-details"><div class="post--hero-second-author-name w-dyn-bind-empty"></div><div class="post--hero-second-author-company w-dyn-bind-empty"></div></div></div><div class="written_by contributor">Mitwirkende</div><div class="post--hero-contributor"><img height="70" loading="lazy" width="70" alt="" src="" class="post--hero-contributor-img w-dyn-bind-empty"><div class="post--hero-contributor-details"><div class="post--hero-contributor-name w-dyn-bind-empty"></div><div class="post--hero-author-company w-dyn-bind-empty"></div></div></div></div><img height="" loading="lazy" alt="Wir zeigen Ihnen, wie Sie mit Employee Branding Ihre Mitarbeiter*innen zu Botschafter*innen machen und Ihr Recruiting stärken." src="https://cdn.prod.website-files.com/60870cca519aca7849a9262d/631f46522ccd0db36b817ee8_Was%20ist%20Employee%20Branding%20und%20wie%20kann%20man%20es%20im%20Unternehmen%20umsetzen_%20(1).jpg" sizes="(max-width: 479px) 93vw, (max-width: 767px) 96vw, (max-width: 991px) 94vw, (max-width: 1279px) 48vw, 558px" srcset="https://cdn.prod.website-files.com/60870cca519aca7849a9262d/631f46522ccd0db36b817ee8_Was%20ist%20Employee%20Branding%20und%20wie%20kann%20man%20es%20im%20Unternehmen%20umsetzen_%20(1)-p-500.jpg 500w, https://cdn.prod.website-files.com/60870cca519aca7849a9262d/631f46522ccd0db36b817ee8_Was%20ist%20Employee%20Branding%20und%20wie%20kann%20man%20es%20im%20Unternehmen%20umsetzen_%20(1).jpg 930w" class="post--hero-img"></div></div></div><div class="post--wrapper"><div class="container w-container"><div class="post--content w-row"><div id="toc" class="post--toc w-col w-col-4 w-col-stack"><div class="post--toc-container card-shadow"><div class="post--toc-title">Inhalt </div><div class="toc"></div></div></div><div class="post--copy w-col w-col-7 w-col-stack"><article id="article" class="post--text w-richtext"><p>Die eigene Belegschaft wird immer mehr zum wichtigsten Kapital eines Unternehmens. Maschinen und Software kann man schnell neu kaufen, wenn aber kreative und erfolgreiche Angestellte die Firma verlassen, wird der Aufwand für eine Neubesetzung immer höher.</p><p>Strategisches Employee Branding <a href="https://recruitee.com/de-artikel/mitarbeiterfluktuation" target="_blank">reduziert die Mitarbeiterfluktuation</a> und macht Mitarbeiter*innen zu Unternehmensbotschafter*innen.</p><p>Es zahlt sich also aus, Arbeitnehmer*innen so gut wie möglich an sich zu binden.</p><p>Darüber hinaus wollen Sie aber auch, dass Ihre Angestellten Ihre Firma nach außen hin gut darstellen und zum Beispiel als Arbeitgeber empfehlen. Mitarbeiter*innen werden dann zu Botschaftern Ihrer Arbeitgebermarke - im Sinne von “Schaut her, das ist der Job, den ich mache, bei dieser Firma, es macht Spaß und bringt mich weiter, wäre das nicht auch was für euch?”</p><h2>Unterschied zwischen Employee Branding und Employer Branding</h2><p>Das Employee Branding (die Mitarbeiter*innen-Marke) und das Employer Branding (die Arbeitgeber*innen-Marke) sind eng miteinander verzahnt. Das eine ist ohne das andere nicht möglich. Während das Employer Branding vor allem nach außen wirkt, zielen Maßnahmen des Employee Brandings nach innen.</p><p>Ohne ein erfolgreiches Employee Branding wird aber auch die Außendarstellung als gute*r Arbeitgeber*in nicht erfolgreich sein. Deshalb sollten Sie beide Bereiche im Auge haben. So können Sie sich schwerlich als attraktive*r Arbeitgeber*in verkaufen, wenn Sie schlechte Bewertungen auf Arbeitgeberportalen oder eine sehr hohe Fluktuation haben.</p><h3>Was ist Employee Branding?</h3><p>Beim Employee Branding versuchen Sie, Ihre Mitarbeiter*innen als Botschafter*innen des Unternehmens zu gewinnen. Im Bereich des Recruitings bezieht sich dies auf den Arbeitsplatz und die Arbeitsumgebung. Sie möchten, dass Arbeitnehmer*innen im gesamten Unternehmen Ihre Tätigkeit auch öffentlich positiv bewerten. Mit solchen Aussagen und anderen Maßnahmen können Sie dann daran arbeiten, das Unternehmen an sich als gute*n Arbeitgeber*in darzustellen.</p><h3>Was ist Employer Branding?</h3><p>Unternehmen müssen heute beim Recruiting nicht nur durch attraktive Stellen überzeugen, sondern sich ebenso gut als Arbeitgeber*in präsentieren. Bewerber*innen schauen sich zukünftige Arbeitsstätten genau an, betreiben Recherche im Internet oder besuchen sogar das Unternehmen. Beim <a href="https://recruitee.com/de-artikel/employer-branding" target="_blank">Employer Branding</a> wird das Unternehmen als positive Marke für Arbeitnehmer*innen dargestellt, oder schlicht als gute*r Arbeitgeber*in.</p><p>Das Employer Branding hängt eng zusammen mit dem Reputationsmanagement. Es geht weit über die Rolle als Arbeitgeber*in hinaus. Oft spielen gesellschaftliches Engagement, Umweltschutz und andere Faktoren eine Rolle dabei, wie eine Firma von außen gesehen wird.</p><p>Im Bereich des Recruitings gehören <a href="https://recruitee.com/de-artikel/effektiv-einstellen-mit-bewerbermanagement-system" target="_blank">moderne Bewerbermanagement-Systeme</a>, schnelle und persönliche Kommunikation sowie gute <a href="https://recruitee.com/de-artikel/arbeitgeberbewertungen-portale" target="_blank">Bewertungen bei Arbeitgeberportalen</a> zum Employer Branding.</p><h2>So geht Employee Branding</h2><p>Damit Mitarbeiter*innen als Botschafter*innen Ihres Unternehmens auftreten, müssen Sie sich natürlich am Arbeitsplatz wohlfühlen.</p><p>Kennzahlen wie Fluktuation und Produktivität geben Ihnen erste Hinweise darauf, wie die Lage in der Belegschaft ist. <a href="https://recruitee.com/de-artikel/fragebogen-arbeitszufriedenheit" target="_blank">Umfragen zur Zufriedenheit der Mitarbeiter*innen</a> vermitteln Ihnen einen tieferen Einblick in die Stimmung bei den Angestellten.</p><p>Nur wenn Sie wissen, dass es eine enge Bindung zwischen Beschäftigten und Unternehmen gibt, können Sie auch im Bereich Employee Branding tätig werden.</p><h3>Employee Branding Tipp 1: Holen Sie Ihre Botschafter*innen richtig ab</h3><p>Fallen Sie nicht mit der Tür ins Haus und benennen Mitarbeiter*innen eigenhändig zu Botschafter*innen der Firma.</p><p>Wenn Sie zum Beispiel ein Video drehen wollen, in dem Angestellte Ihren Arbeitsplatz beschreiben, dann stellen Sie das Projekt erst in der entsprechenden Abteilung vor. Fragen Sie dann, wer gerne dabei mitmachen möchte. Wenn sich zwei oder drei Personen melden, versuchen Sie auch gleich mehrere Videos zu drehen – Sie können diese immer wieder auf unterschiedlichen Kanälen verwenden.</p><p>Erklären Sie den Mitarbeiter*innen, was Sie beabsichtigen, lassen Sie Ihnen aber soviel Freiraum wie möglich. Je natürlicher jemand über seinen Arbeitsplatz spricht, umso authentischer und angenehmer wird das aufgenommen.</p><p>Wie man das machen kann, zeigt das <a href="https://www.herbert.de/karriere/arbeiten-bei-herbert" target="_blank">Beispiel der Firma Herbert</a>, ein Unternehmen in der Gebäudetechnik. Hier werden Mitarbeiter*innen an einem Arbeitstag begleitet und interviewt, ohne dass man das Gefühl hat, es handelt sich um ein Werbevideo.</p><h3>Employee Branding Tipp 2: Blogs von Mitarbeiter*innen</h3><p>Viele Unternehmen haben Mühe, genügend Inhalte für Ihre Blogs zu finden. Warum also nicht die eigenen Mitarbeiter*innen einbinden?</p><p>Bieten Sie diesen an, über Ihren Arbeitsplatz, das Unternehmen, Produkte und andere Dinge zu schreiben. Fotos und Videos vom Betriebsausflug, ein Artikel über Qualitätssicherung aus der Perspektive von Beschäftigten statt einem nüchternen Pressetext oder ein Statement darüber, wie Beruf und Familie vereinbart werden können: Bewerber*innen lesen gerne solche Texte.</p><p>Sie können gemeinsam einen Redaktionsplan erstellen, Themen im Intranet zur Abstimmung stellen oder eine kleine Redaktion aufbauen. Bei Daimler, einem der <a href="https://www.daimler.com/magazin/r-i-p-daimler-blog-abschied.html" target="_blank">Vorreiter der Mitarbeiter*innen-Blogs</a>, ist mittlerweile aus dem digitalen Tagebuch ein professionelles Journal geworden.</p><p>Übrigens können Ihre Kolleg*innen natürlich ebenso Beiträge auf Facebook-Seiten oder auf eigens eingerichteten Instagram-Konten veröffentlichen. Rufen Sie einfach mal zu einem Fotowettbewerb auf, der in Bildern und Kurzvideos den Arbeitsplatz zeigt.</p><p>Sie können auf Ihrer <a href="https://recruitee.com/de-artikel/karriereseite-must-haves" target="_blank">Karriereseite</a> ein Blog einrichten, in dem eingestellte Bewerber*innen Ihre Erfahrungen im Bewerbungsprozess schildern, was Ihnen gefallen hat und welche Kritikpunkte sie hatten (und wie diese umgesetzt wurden).</p><p>Eine Stellenanzeige kann heute zusätzlich als Video veröffentlicht werden: so können die zukünftige Kolleg*innen darüber sprechen, wie der Arbeitsalltag aussieht und das Team vorstellen.</p><h3>Employee Branding Tipp 3: Soziales Engagement</h3><p>Sie können CSR und Employee Branding hervorragend miteinander verbinden. Ob ehrenamtliche Mitarbeit in einer Suppenküche, die finanziell von Ihrem Unternehmen unterstützt wird oder Spendenaktionen – die Bandbreite an Aktivitäten ist groß. Wer als Bewerber*in sieht, dass nicht nur ein Unternehmen, sondern ebenso seine Mitarbeiter*innen eine soziale Verantwortung ernst nehmen, wird sicherlich einen positiven Eindruck bekommen.</p><p>Wie gut so etwas funktioniert, hat unter anderem die US-Firma Sodexo bewiesen. Das Unternehmen gründete 2016 die Initiative “Stop Hunger”. Ein <a href="http://us.stop-hunger.org/home/in-action/servathon.html" target="_blank">Projekt dabei ist der Servathon</a>: Jedes Jahr im April und Mai ermöglicht Sodexo seinen Mitarbeiter*innen auf der ganzen Welt, sich zusammenzuschließen, in Teams zu engagieren und den Hunger in ihren lokalen Communities zu bekämpfen. Das geschieht durch Aktionen wie Spendensammeln, Fortbildung, Essensausgabe und andere Tätigkeiten. Mitmachen können Mitarbeiter*innen und deren Familienmitglieder.</p><h2>Warum Employee Branding?</h2><p>Das Employee Branding verfolgt mehrere Ziele. Es ist nach Innen und nach Außen gerichtet, wobei der Schwerpunkt im Recruiting sicherlich auf der Wirkung auf potenzielle Kandidat*innen liegt.</p><h3>Bindung zum Unternehmen verstärken</h3><p>Da Employee Branding nur mit Mitarbeiter*innen funktioniert, die zufrieden sind und Sie gerne weiterempfehlen, steht die Bindung an Ihr Unternehmen ganz oben auf der Liste der Aktivitäten.</p><p>Ob jetzt Programme zur Mitarbeiterzufriedenheit das Employee Branding verbessern oder umgekehrt, ist dabei nicht so wichtig. Im Branding Prozess werden Sie nicht umhinkommen, zunächst die Stimmung im Unternehmen so zu verbessern, dass Ihre Angestellten gerne bei Ihnen arbeiten und sie weiterempfehlen.</p><div class="w-embed"><div class="highlighted_blog_text_05"> <div class="highlighted_outer_05"> <p class="highlighted_useful_tip">Geeignete Aktionen sind:</p> <p class="highlighted_paragraph"> </p><ul> <li>Teambuilding-Events</li> <li>Job-Messen, bei denen Angestellte aus allen Bereichen anwesend sind</li> <li>Interne Fortbildung</li> <li>Home-Office und Angebote für Eltern</li> </ul> <p></p> </div> </div></div><h3>Mitarbeiter*innen als Testimonials</h3><p>Um einen guten Eindruck bei Bewerber*innen zu hinterlassen, können Sie Beschäftigte in Ihrem Unternehmen zu Markenbotschafter*innen machen. Sie wissen schließlich am besten, wie vor Ort gearbeitet wird, welche Vorteile Arbeitnehmer*innen gewährt werden und wie es um das Betriebsklima bestellt ist.</p><p>Denn Mitarbeiter*innen kommunizieren mit Bewerber*innen auf Augenhöhe undInformationen werden so authentischer weiter transportiert.</p><h2>Wie lässt sich Employee Branding in Ihrer Organisation implementieren?</h2><p>Um mit dem Employee Branding zu beginnen, sollten Sie strategisch vorgehen und sich einen Plan zurechtlegen. Dieser macht es Ihnen einfacher, die Maßnahmen zu implementieren und an den Zielen, die Sie verfolgen auszurichten.</p><h3>Ziele definieren</h3><ul role="list"> <li>Welche Ziele verfolgen Sie mit dem Employee Branding?</li> <li>Geht es Ihnen darum, für konkrete Stellen zu werben?</li> <li>Wollen Sie das Image als Arbeitgeber*in verbessern?</li> <li>Sollen Arbeitnehmer*innen aktiv ins Recruiting eingebunden werden?</li> <li>Oder wollen Sie damit die <a href="https://recruitee.com/de-artikel/arbeitszufriedenheit-der-weg-zu-gluecklichen-mitarbeiter-innen" target="_blank">Mitarbeiterzufriedenheit</a> und Identifikation mit Ihrem Unternehmen verbessern?</li></ul><h3>Strategie formulieren</h3><p>Überlegen Sie sich, wie Sie Ihre Ziele am besten erreichen können.</p><ul role="list"> <li>Welche Kanäle transportieren die Botschaften Ihrer Mitarbeiter*innen am besten?</li> <li>Wo befindet sich die Zielgruppe?</li> <li>Wie ist die Zielgruppe strukturiert?</li></ul><p>Mit der <a href="https://recruitee.com/de-artikel/generation-y" target="_blank">Generation Y</a> kommunizieren Sie anders als mit Top-Führungskräften, Auszubildende werden anders angesprochen als hochqualifizierte Fachkräfte.</p><h3>Zeitplan und Maßnahmenkatalog</h3><p>Wenn Sie die grundlegende Planung abgeschlossen haben, müssen Sie noch den <strong>Zeitrahmen </strong>festlegen.</p><ul role="list"> <li>Wollen Sie für das nächste Quartal planen oder gleich für ein ganzes Jahr?</li> <li>Wie viele Aktivitäten pro Monat wollen Sie durchführen?</li></ul><p>Die <strong>Maßnahmen</strong> für das Employee Branding dürften am meisten Spaß bei der Planung machen. Hier sind Ihrer Kreativität keine Grenzen gesetzt. Versuchen Sie sich ein Team zusammenzustellen und denken Sie über Ihre Abteilung hinaus. Neben den oben bereits angeführten Beispiel können Sie:</p><ul role="list"> <li>Ihren Mitarbeiter*innen freies Essen, Freizeitaktivitäten oder andere Annehmlichkeiten anbieten (und deutlich machen, dass diese gerne darüber berichten dürfen)</li> <li>Ihre Beschäftigten <a href="https://recruitee.com/de-artikel/unternehmensvideo" target="_blank">Videos von Ihrem Arbeitsplatz</a> machen lassen</li> <li>Einen Instagram-Account des Unternehmens jede Woche einem*einer anderen Mitarbeiter*in überlassen</li> <li>Beschäftige Stellenanzeigen als Video präsentieren</li> <li>Eine Facebook-Seite (oder Instagram/TikTok-Konto) für Arbeitnehmer*innen anlegen</li> <li>Mitarbeiter*innen aus allen Bereichen des Unternehmens auf Jobmessen mitnehmen</li> <li>Auf Jobmessen ein Show-Arbeitsplatz mit Kolleg*innen installieren</li> <li>Im Clubhouse-Account Kolleg*innen ein Frage-Mich-Alles zu offenen Stellen veranstalten</li> <li>Ein Mentor*innen-Programm starten, in dem Beschäftigte sich um Kandidat*innen in der Schlussphase und neue Kolleg*innen kümmern</li></ul></article><div class="post--author-block"><div>Geschrieben von</div><div class="post--hero-first-author"><div class="post--hero-author"><img height="70" loading="lazy" width="70" alt="" src="" class="post--hero-author-img w-dyn-bind-empty"><div class="post--hero-author-details"><div class="post--hero-author-name">Leon Hauber</div><div class="post--hero-author-company w-dyn-bind-empty"></div></div></div><div class="w-richtext"><p>Leon hat kürzlich einen Master-Abschluss in Personalmanagement erworben. Seine Leidenschaft gilt der Verbesserung interner Prozesse und der Erforschung neuer Technologien im Bereich des Personalmanagements.</p></div></div><div class="post--hero-author-second"><div class="post--hero-author"><img height="70" loading="lazy" width="70" alt="" src="" class="post--hero-author-img w-dyn-bind-empty"><div class="post--hero-author-details"><div class="post--hero-author-name w-dyn-bind-empty"></div><div class="post--hero-author-company w-dyn-bind-empty"></div></div></div><div class="w-dyn-bind-empty w-richtext"></div></div><div class="post--hero-author-second"><div class="post--hero-author"><img height="70" loading="lazy" width="70" alt="" src="" class="post--hero-contributor-img w-dyn-bind-empty"><div class="post--hero-author-details"><div class="post--hero-author-name w-dyn-bind-empty"></div><div class="post--hero-contributor-company w-dyn-bind-empty"></div></div></div><div class="w-dyn-bind-empty w-richtext"></div></div></div><div><div id="post-cta" 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