Purpose
and perspectives.

The employer brand Stiftung Liebenau.

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The shortage increase in specialists means a shortage of carers. As a growing social enterprise, Stiftung Liebenau is always looking for carers and thus has a great need for communication. In the course of the brand reinforcement process, the aim was to position the foundation as an employer brand and to develop a joint appearance for all target groups and relevant media.

Generally, an employer brand is an integrated part of a corporate brand. Based on this, we derived the employer brand Stiftung Liebenau from the characteristic values of the umbrella brand and defined which benefits the foundation offers to its employees – also compared to the competition. These benefits are the focus of the messages in all media. Formative design elements of employer communication include portraits of employees and statements that give an authentic impression. The result was a complete package of measures from the website, with job finders, job adverts and training brochures to trade fair appearances.

Synergy effects for umbrella brand.

The defined employer communication results in synergy effects between both brands. Most importantly, however, the consistent employer presence ensures efficient bundling of HR measures. And it increases the efficiency when searching for employees – with regards to accession rates and the fit of applicants. Last but not least, the measures have an impact within the company: They offer applicants and staff clear orientation by communicating the same messages.

Even the increase in the website’s access rates and the increased length of stay prove the success of the measures.

 

More information is available from:

Michael Meier

Managing Partner

michael.meier (at) schindlerparent.de