4 min read
The current competition for qualified specialists is fiercer than ever. Even large, nationally known companies are receiving fewer qualified applications, and advertised vacancies are staying unfilled for longer. Employers need to be attractive to new, potential employees and stand out from the competition through their image. As a result, company image is becoming ever more important in the recruitment process. Potential employees are no longer simply looking for a well-paid and secure job; they are also looking for a working environment they can identify with, in which they feel valued and see prospects for development.
In this blog post, we take a closer look at the relevance of company image in the recruitment process and find out why it is essential for attracting and retaining top talent.
What is company image?
Company image is understood as the overall picture of a company as perceived by society or by individual customers. This overall picture is based on each person's experiences, information and impressions. Important factors that influence company image positively or negatively include, for example, brand identity, the products and services offered, the economic situation, the corporate culture, communication, and the company's commitment to the environment and social responsibility.
While company image refers to how the company is perceived by society or by its customers, employer image focuses on its qualities as an employer. The two influence each other and feed into each other, positively or negatively.
What influence does company image have on applicants?
Company image plays a decisive role in attracting and winning potential applicants. Top talent usually has a choice between several job offers and tends to opt for the company with the better image. A company's external appearance therefore helps to attract potential applicants who fit the company's values and identify with its vision and products. Overall, a good company image fosters trust and credibility, as applicants assume that a company with a good image is also an attractive employer.
What role does company image play in employee retention?
Company image is relevant not only for attracting top talent; it also plays a decisive role in retaining existing employees. A positive company image helps employees to identify with the company and feel connected to it. When employees are proud of their employer and identify with the corporate culture, they are more motivated, more engaged and less inclined to leave. All in all, company image improves employees' well-being, which in turn means they do good work.
What does social media have to do with company image?
With the rise of social media, company image has become even more important. Information spreads much faster than ever before, and potential applicants can quickly gain insights into a company's working culture and reputation with the simplest of online searches. Companies therefore need to maintain their online presence professionally in order to foster a positive image. Social media such as LinkedIn, Xing, Instagram, YouTube or TikTok also offer the opportunity to shape company image actively by sharing company values, success stories or employee activities with the public.
What role does sustainability play in company image?
Sustainability is also playing an ever greater role in recruitment. It is all the more important for companies to anchor the topic firmly in their corporate strategy, implement it successfully and communicate it. This employer branding measure, known as "green recruiting", is becoming increasingly relevant. The reason is the growing number of applicants who want to live and work sustainably. Caution is required, however, with false "fair talk". Many companies are already facing criticism for so-called greenwashing. If candidates notice that a company is not acting as sustainably as it promises, application processes are quickly abandoned and the company's image suffers.
How can companies improve their image?
There are various measures companies can take to improve their image and be more successful in the recruitment process. Corporate culture is particularly important here. It is therefore important to develop and live a positive corporate culture that authentically reflects the company's values and vision. Employees should be actively involved in decision-making from the outset and included in shaping their working environment. Transparency and open communication are also very important in creating an environment of trust. False promises, such as greenwashing, are not well received.
Companies should also make sure they strengthen their employer brand. This requires an employer branding strategy that is anchored in the corporate strategy. Once this has been successfully defined and implemented, the task is to highlight what sets the employer apart and to share it through authentic employee experiences. An attractive working environment, training and development opportunities, and the ability to combine work and family well also help to improve a company's image.
Conclusion
At a time when the fight for qualified specialists is becoming ever more intense, company and employer image are a decisive competitive advantage in recruitment. A positive image helps to attract top talent and to retain existing employees in the long term.
Companies should therefore actively work on improving their company image by developing a strong corporate culture, communicating transparently and maintaining their online presence professionally. A further focus should be on strengthening their own employer brand. The basis for this is developing and implementing an employer branding strategy, on which the communication of the company's unique selling points is then built.
