Article

At first glance, the situation seems bizarre: by 2030, the number of skilled workers in Germany could rise to as many as five million (German Economic Institute). And at the same time, we read about mass layoffs in large German corporations.

Yes, the labor market is currently undergoing dramatic changes: on the one hand due to the recession, and on the other hand due to digitalization and AI. Companies therefore need new skills – and they are looking for employees who can provide them.

That is why many are currently focusing on recruiting suitable employees. And they may realize that they are not attractive and visible enough to win the competition for skilled workers. Recruiting qualified personnel is proving difficult – while the wave of layoffs continues to roll on.

What can be done? Below, I answer five questions that I am often asked as a consultant.

1. How can we systematically increase our visibility and attractiveness as an employer?

Many companies struggle with a lack of visibility and an unclear employer profile. It is particularly difficult for smaller or less prominent companies to attract skilled workers.

As a first step, we recommend focusing on the corporate brand. This is because the company's reputation as an employer correlates with its brand. If the brand's appeal increases, so does its appeal as an employer.

Companies should therefore first position themselves with their brand and make it clear what they stand for: edgy, distinctive, and authentic. The smaller and less well-known a company is, the more edgy and distinctive it needs to be—also as an employer.

It therefore depends on the joint, close interaction of the brand and employer branding. This requires a strategic approach. Address the following questions:

Brand in general:

• What do we stand for as a company?
• What promise do we make?

Employer Branding:

• How can our brand be transferred to the employer context?
• Who should we hire so that we can fulfill the brand promise we make to our customers?

Once the strategic direction has been determined, it is important to find out which channels the desired applicants use so that communication can be successful. According to a Glassdoor study, 8 out of 10 applicants use social media in their job search.