Communicate authentically, inspire talent: employer branding as a success factor

The reasons for the shortage of qualified specialists are complex. Demographic change means that the number of school leavers is falling, while the baby boomers are retiring. At the same time, more and more young people are favouring a degree course over dual training or a skilled trade or technical occupation. In 2023, 35 per cent of training places on offer in Germany remained unfilled. 

Another problem is the image of the die casting industry, even though it is a key sector for the automotive, aviation and electronics industries. The work is often perceived as unattractive, physically demanding or dirty. This is why talented people from universities often turn to other professions. The shortage of skilled labour is already affecting the industry's innovative strength and competitiveness.

 

Employer branding as a solution for SMEs

The EUROGUSS Executive Circle - where C-level decision-makers from the European die casting industry meet on the initiative of NürnbergMesse - has identified employer branding as one of the key issues for the future viability of the industry. Employer branding refers to the targeted development and maintenance of a strong employer brand. The aim is to present the company as an attractive place to work - both for existing and potential employees. Successful employer branding helps SMEs to hold their own against large companies and to attract and retain qualified specialists in the long term. 

Before a company communicates its attractiveness to the outside world, it has to convince internally. High employee satisfaction is the basis of any strong employer brand. Good working conditions such as a modern working environment are essential. Equally important are clear career and further training opportunities, because skilled workers want to develop further. Training, promotion opportunities and mentoring programmes play a major role in this. Appreciative leadership, flat hierarchies and a strong team spirit contribute to long-term employee loyalty. It is also important for many young professionals today to have a meaningful job. Companies that develop sustainable technologies or innovative products should communicate this in a targeted manner in order to get applicants excited about their mission.

 

External measures: Increase visibility as an employer

In addition to internal optimization, the company must actively reach out to the outside world in order to attract the attention of potential employees. Targeted trainee and university marketing can help with this. This includes a presence at trade fairs, co-operation with schools and universities as well as attractive internship offers that enable young talent to join the company at an early stage.

Digital channels are also playing an increasingly important role. Social media platforms such as LinkedIn, Instagram or TikTok offer the opportunity to present the corporate culture in an authentic way. Videos with employees or insights behind the scenes increase the attractiveness of the company. On TikTok, for example, it is increasingly becoming a trend for the content of the company profile to be defined and implemented by Gen Z itself. The advantage: the videos are ‘from the target group for the target group’ and therefore hit the mark. The disadvantage: Experience has shown that companies need to have the courage to allow this creative freedom, as the content sometimes differs greatly from familiar corporate formats. Employer rating portals should not be underestimated either, as positive feedback strengthens the trust of potential applicants.

Authentic communication is important. Credibility is a prerequisite for gaining the trust of applicants and employees. Companies should therefore not make any exaggerated promises, but rather honestly communicate what they can actually offer as an employer.

Employer branding as a competitive advantage

One example of successful employer branding is Grob-Werke. As an important partner to the automotive industry in the development and manufacture of systems and machine tools, Grob makes targeted use of social media to provide insights into training. ‘These are authentic employee stories in which a young talent shows the world what he or she is doing at Grob,’ reports Carsten König: ’All you need is a smartphone and it costs almost nothing. Any of us can do it,’ he recommends to companies in the die casting industry. Grob also offers job rotation, international assignments and even the opportunity for outstanding trainees to use an electric car for six months. These and other measures have helped the company to recruit an even higher number of apprentices than before coronavirus, despite the shortage of skilled labour.

For small and medium-sized industrial companies, employer branding is not a luxury, but a necessity. Targeted positioning as an attractive employer can not only help to attract and retain skilled labour, but also ensure long-term competitiveness. Those who invest in a strong employer brand at an early stage will be more successful in overcoming the shortage of skilled labour than the competition. It is crucial to emphasise your own strengths and respond specifically to the needs of today's workforce.