{"id":2117,"date":"2024-09-11T14:49:52","date_gmt":"2024-09-11T12:49:52","guid":{"rendered":"https:\/\/good-market.ing\/?page_id=2117"},"modified":"2024-09-19T14:26:55","modified_gmt":"2024-09-19T12:26:55","slug":"positioning-brands-with-brand-space-4","status":"publish","type":"page","link":"https:\/\/good-market.ing\/en\/things-we-do\/positioning-brands-with-brand-space-4\/","title":{"rendered":"Strengthening Employer Brands"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” min_height=”80vh” animation_style=”slide” animation_direction=”bottom” animation_duration=”800ms” animation_intensity_slide=”10%” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”||36px|||” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Strengthening Employer Brands<\/h1>\n

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Employer brands are first and foremost brands. This means that they derive their power from a psychological relationship between the brand and the target group. And their purpose is to generate added value. <\/p>\n

[\/et_pb_text][et_pb_button button_url=”#start” button_text=”How we work with employer brands” _builder_version=”4.27.0″ _module_preset=”default” button_bg_color=”RGBA(255,255,255,0)” button_font=”||||||||” button_on_hover=”off” background_layout=”dark” custom_padding=”0px|20px|0px|0px|true|false” global_colors_info=”{}” custom_padding__hover_enabled=”off|hover” custom_padding__hover=”10px|20px|10px|0px|true|false”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ module_id=”start” _builder_version=”4.24.0″ _module_preset=”default” min_height=”80vh” animation_style=”slide” animation_direction=”bottom” animation_duration=”800ms” animation_intensity_slide=”10%” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

The Figures Speak For Themselves:
Employer Brands Are Valuable<\/h2>\n

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Arbeitgebermarken sind wertvoll. Das ist wortw\u00f6rtlich gemeint. Eine gute Arbeitgebermarke senkt die Kosten f\u00fcr Recruiting, macht den Arbeitgeber trotz niedrigerer Geh\u00e4lter attraktiv und erh\u00f6ht die Bindung bei bestehenden Mitarbeitern. Wir haben das wirtschaftliche Spielfeld f\u00fcr Arbeitgebermarken marktforscherisch abgesteckt, um zu zeigen, welche zentrale Rolle die Unternehmenswerte f\u00fcr eine erfolgreiche Arbeitgebermarke spielen. <\/p>\n

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Whoever Cancels, Cancels Culture<\/h2>\n

We asked 1,000 people who had resigned from their job in the last 12 months about the reason for their resignation. What many consider to be “soft” characteristics is the most important reason for resignation: a lack of fit between one’s own value system and the corporate culture experienced. People resign because they don’t feel comfortable at a company. <\/p>\n

[\/et_pb_text][et_pb_counters _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_counter percent=”28″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]Salary[\/et_pb_counter][et_pb_counter percent=”43″ bar_background_color=”#0C71C3″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]Did not feel well[\/et_pb_counter][et_pb_counter percent=”12″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]Change of residence[\/et_pb_counter][et_pb_counter percent=”17″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]Others[\/et_pb_counter][\/et_pb_counters][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font_size=”12px” global_colors_info=”{}”]<\/p>\n

Question: Why did you resign<\/em><\/p>\n

n = 1,000 people aged 25 and over who have terminated a permanent employment relationship within the last 12 months (06\/24)<\/em><\/p>\n

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Culture = Cash<\/h2>\n

A good employer brand is valuable. Literally. You can even say quite precisely how much a suitable corporate culture is worth. You simply have to ask 1,000 people who are currently looking for a job how much money they would give up for a better corporate culture. The result: on a weighted average, respondents would give up 12.7% of their salary. Converted to an average gross salary, that’s around \u20ac560. Every month. <\/p>\n

[\/et_pb_text][et_pb_counters _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_counter percent=”45″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]10%[\/et_pb_counter][et_pb_counter percent=”23″ bar_background_color=”#00AFFF” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]20%[\/et_pb_counter][et_pb_counter percent=”12″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]30%[\/et_pb_counter][et_pb_counter percent=”19″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]nothing[\/et_pb_counter][\/et_pb_counters][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font_size=”12px” global_colors_info=”{}”]<\/p>\n

Question: You are offered two jobs that are otherwise identical. One has a higher salary, the other has a corporate culture that better matches your values. How much salary would you give up in favour of the better culture? <\/em><\/p>\n

n = 1,000 people aged 25 and over who are open to a job offer or looking for a new job (06\/24)<\/em><\/p>\n

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Unknown, Unclear, Unimportant<\/h2>\n

Marlboro stands for freedom and adventure. BMW for dynamism and joy. Red Bull for the kick. But what does an employer brand stand for? How well do the people who invest a large part of their lives in an employer brand (which is also how employees can be understood) know the values of that brand? Here, too, we surveyed 1,000 people. And here, too, the answer was alarming: just under a fifth of respondents know what their employer stands for and share these values. <\/p>\n

[\/et_pb_text][et_pb_counters _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_counter percent=”32″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]I don’t know them[\/et_pb_counter][et_pb_counter percent=”34%” bar_background_color=”#00AFFF” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]I only know them by name[\/et_pb_counter][et_pb_counter percent=”15%” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” bar_background_color_default=”#00afff” use_percentages=”on”]I know them and their meaning[\/et_pb_counter][et_pb_counter percent=”19″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}” content__hover_enabled=”on|desktop” content__hover=”Ich kenne sie und sie sind mir wichtig” bar_background_color_default=”#00afff” use_percentages=”on”]I know them and they are important to me[\/et_pb_counter][\/et_pb_counters][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_font_size=”12px” global_colors_info=”{}”]<\/p>\n

Question: How familiar are you with the values that your company stands for?
<\/em><\/p>\n

n = 1,000 people aged 25 and over who are currently in permanent employment (06\/24)<\/em><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Employer Brands Are Based on Shared Values<\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]Employer brands – just like all other brands – are based on values that they share with their target group, i.e. current and potential employees. Shared values facilitate identification, increase loyalty and guide behaviour. But not all values are the same.[\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

What Kind of Values Are There For Employer Brands<\/h2>\n

In principle, three types of values can be distinguished when it comes to employer brands: basic values, performance values and differentiation values.<\/p>\n

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Basic Values<\/h4>\n

Basic values are values that an employer brand must fulfil if it wants to be taken seriously at all. Typical values are security, partnership, competence, appreciation, etc. Logically, nobody wants an insecure, egotistical, incompetent and disrespectful employer. Most companies therefore include these words in their corporate values. This is laudable, but also self-evident. Nobody is inspired by this. Basic values should never be violated. But you can’t score points with them either. <\/p>\n

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Performance Values<\/h4>\n

Performance values are values for which the rule “the more the better” applies. If you don’t fulfil them, it’s damaging. The better an employer brand fulfils them, the more attractive it is. Values such as fairness, individual development opportunities and prospects are typical examples for these values. <\/p>\n

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Differentiation Values<\/h4>\n

Differentiation values are a particularly interesting class of brand values. If an employer brand does not fulfil them, this does not trigger any particular sense of loss. However, an employer brand that stands for these values can benefit more than average. These values vary greatly from case to case. <\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Know Which Values an Employer Brand Stands For<\/h2>\n

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It stands to reason that something as important as the values that people associate with employer brands should not be left to the gut or any brainstorming sessions. It is also not expedient to simply “define” corporate values. Values cannot be commanded. They are the evolved building blocks of corporate culture. <\/p>\n

The good news is that these values can be measured. The even better news is that we can not only measure the current state – i.e. the values that an employer brand currently stands for, but also those that it could or should stand for. <\/p>\n

Measuring Employer Brand Values With the Emotional Profiler<\/h4>\n

Der Emotional Profiler -><\/a> beruht auf einem von uns entwickelten Algorithmus mit dessen Hilfe wir quantitativ messen k\u00f6nnen, welche Werte und Gef\u00fchle Menschen mit Marken verbinden. Dabei arbeitet der Emotional Profiler mit maximaler Pr\u00e4zision und kann bis zu 10\u00b3<\/span>\u00b2<\/span> Werte oder Gef\u00fchle erkennen und unterschieden. <\/p>\n

The results are presented in an emotional profile. It shows both the exact composition of the values and their significance. In addition, the position in the emotional profile provides information about the role of the values – i.e. whether they are basic, performance or differentiation values. <\/p>\n

[\/et_pb_text][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/09\/emotional-profile-arbeitgebermarke.svg” alt=”Emotional profile of an employer brand” title_text=”emotional-profile-employer-brand” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.27.0″ _module_preset=”default” height=”80%” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

The Benefits: More Targeted, Better, More Effective Action.<\/h2>\n

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[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.27.0″ _module_preset=”default” height=”80%” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″ width=”46%”][et_pb_column type=”1_3″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/09\/icon_diamant.svg” title_text=”icon_diamant” _builder_version=”4.27.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_enable_image=”off” background_size=”custom” module_alignment=”center” height=”150px” filter_saturate=”102%” filter_opacity=”36%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Recognising Your Own Values \/ Potential<\/span><\/h4>\n

You immediately recognise where your employer brand stands and can compare the situation and your goals. <\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/09\/icon_tool.svg” title_text=”icon_diamant” _builder_version=”4.27.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_enable_image=”off” background_size=”custom” module_alignment=”center” height=”150px” filter_saturate=”102%” filter_opacity=”36%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Take Appropriate Measures<\/span><\/h4>\n

Emphasise strengths. Reduce weaknesses. This is better than untargeted benefits and “employer branding campaigns” <\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/09\/icon_dialog.svg” title_text=”icon_diamant” _builder_version=”4.27.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_enable_image=”off” background_size=”custom” module_alignment=”center” height=”150px” filter_saturate=”102%” filter_opacity=”36%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Better Communication<\/span><\/h4>\n

Be able to address relevant and authentic points in internal and external communication. <\/span>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ _builder_version=”4.27.0″ _module_preset=”default” height=”80%” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″ width=”46%”][et_pb_column type=”1_3″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/09\/trichter.svg” title_text=”icon_diamant” _builder_version=”4.27.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_enable_image=”off” background_size=”custom” module_alignment=”center” height=”150px” filter_saturate=”102%” filter_opacity=”36%” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Better Matching<\/span><\/h4>\n

Find people who match or complement your own value profile. Avoid expensive hiring mistakes. <\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/09\/mergers.svg” title_text=”icon_diamant” _builder_version=”4.27.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_enable_image=”off” background_size=”custom” module_alignment=”center” height=”150px” filter_saturate=”102%” filter_opacity=”36%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Cultural Comparison in MA Processes<\/span><\/h4>\n

Recognise similarities and differences in the corporate cultures. Understand any potential for conflict. <\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/09\/schmetterling.svg” title_text=”icon_diamant” _builder_version=”4.27.0″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” background_enable_image=”off” background_size=”custom” module_alignment=”center” height=”150px” filter_saturate=”102%” filter_opacity=”36%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

Managing Transformation Processes<\/span><\/h4>\n

Recognise where and how you can make changes to your corporate culture. <\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” background_color=”#00afff” background_enable_image=”off” background_blend=”soft-light” animation_style=”fade” custom_css_main_element=”display:flex;” global_module=”154″ saved_tabs=”all” global_colors_info=”{%22gcid-f78406cb-f7c1-426b-a8f2-b7c3aabf46ad%22:%91%22background_color%22%93}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” header_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n

I Need an Engineer’s Plan, Too<\/span><\/h2>\n

[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n

If you too would like to position a brand, define target groups, design a marketing strategy or develop a business model, talk to us.<\/p>\n

[\/et_pb_text][et_pb_button button_url=”tel:+491776880880″ button_text=”Call +49 177 6880880″ _builder_version=”4.24.0″ _module_preset=”default” button_text_color=”#FFFFFF” button_bg_color=”RGBA(255,255,255,0)” button_font=”||||||||” button_on_hover=”off” background_layout=”dark” custom_margin=”||0px||false|false” custom_padding=”|||0px|false|false” custom_css_main_element=”display:inline-block;” global_colors_info=”{}” custom_padding__hover_enabled=”off|hover” custom_padding__hover=”10px|20px|10px|0px|true|false”][\/et_pb_button][et_pb_button button_url=”mailto:los-gehts@good-market.ing” button_text=”los-gehts@good-market.ing” _builder_version=”4.24.0″ _module_preset=”default” button_text_color=”#FFFFFF” button_bg_color=”RGBA(255,255,255,0)” button_font=”||||||||” button_on_hover=”off” background_layout=”dark” custom_margin=”|||-1px|false|false” custom_padding=”|10px||0px|false|false” custom_css_main_element=”display:inline-block;” global_colors_info=”{}” custom_padding__hover_enabled=”off|hover” custom_padding__hover=”10px|20px|10px|0px|true|false”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Like all other brands, employer brands are based on values and feelings that relate them to their target group. We can measure which values these are. <\/p>\n","protected":false},"author":2,"featured_media":2167,"parent":514,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-2117","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nStrengthening Employer Brands - good-market.ing<\/title>\n<meta name=\"description\" content=\"Like all other brands, employer brands are based on values and feelings that relate them to their target group. We measure which\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/good-market.ing\/en\/things-we-do\/positioning-brands-with-brand-space-4\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strengthening Employer Brands\" \/>\n<meta property=\"og:description\" content=\"Like all other brands, employer brands are based on values and feelings that relate them to their target group. 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