Employer Branding – How HR can retain talent


Why talented people leave companies and how employer branding measures bind employees.

Which employer branding measures are employers taking today to better retain talent? Companies strive above all for loyal employees. With better pay, a better company car or more responsibility, this is no longer enough today. In order to retain employees, the company must ensure that employees feel comfortable in the company by taking their needs into account. Why good employees leave companies and what managers can do to retain their employees for the long term…


There are many reasons why talents leave a company.

Just talented employees are well aware of their market value and know that other employers would also offer them a corresponding salary. However, it is often not material motives that can lead to a change, but profound emotional reasons:

Employees do not see any challenge (anymore)

If the tasks no longer present any new challenges, demotivation and possibly even frustration quickly build up. The feeling arises that one’s own time and abilities are wasted. Consult your employees regularly and give them tasks and projects that correspond to their actual abilities.

No appreciation felt

If the services provided are not appreciated accordingly, indifference often arises for one’s own work. Make sure that ideas and work results are recognized by the respective “creator” and not by the respective supervisor or department head.

The passion is lost

Employees can only deliver top performance if they are really passionate about their company’s product or service. Here it is important to recognize the true motivations of an employee. What drives the employee? What goals does he/she have? Here too, regular discussions and surveys can provide more detailed information. If an experienced employee sees the possibility of fulfilling his passions and goals at another company, he will also do so.

Missing freedoms

Large companies and corporations run the risk of restricting the decision-making freedom and thus also the innovative potential of their service providers through uniform processes down to the smallest detail. Young top talents in particular want to think outside the box and try out new things if necessary. Create opportunities for innovative and creative employees.


Reasons to retain employees:

Employee retention is a core topic of every company: Long-term relationships with employees make it possible to work towards great goals, to create a sense of belonging and to better integrate talent.

Otherwise, companies manage not to bind key employees, valuable resources are lost:

  • Know-How: The more specific knowledge is lost, the more difficult it is to replace this loss with a new employee.
  • Additional costs: Additional time, resources and money must be invested, as reflected in job advertisements, interviews and selection procedures.
  • Competitors are strengthened by internal sector changes.


How can employee retention through employer branding be achieved?

About creating an emotional bond. Employees must feel that their opinion counts, that their goals and those of the company match, and that their work is valued. Furthermore, talents want to have the opportunity to develop further and have the feeling that they are making progress. This can be achieved through regular training and promotion opportunities.

It is extremely attractive for young professionals as well as other employees to have the option of a home office option or childcare. This increases trust and loyalty to the employer.

The use of social networks or a blog can also lead to a higher emotional bond between employees and companies. More and more companies let their employees have their say and share their stories and experiences with fans and customers. In addition to authenticity and a sense of belonging, this also creates a feeling of appreciation for the work performed.

Every original measure is very well received by employees. A look at the company evaluation platform Glassdoor shows that employees rate free drinks such as smoothies, yoga lessons or a membership in a gym particularly positively.

In summary, employee retention through employer branding is successful through the following 5 approaches:

  • Getting to know employees
  • Taking employees seriously
  • Creating a basis of trust
  • Giving freedom and freedom to make decisions
  • Giving and receiving feedback

Strengthen your Employer Branding

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