Employer branding agency

An employer branding agency is a specialized company that focuses on developing and strengthening a company's employer brand and culture. Its main task is to create a strong, consistent and distinctive employer brand that presents the company as an attractive employer and leaves a lasting impression on the target audience. The services of an employer branding agency typically include

• Market research and analysis: conducting market research to understand the target audience, market trends and competition. This data is incorporated into the employer branding strategy.
• Employer branding strategy: Development of a comprehensive strategy that defines the positioning, values, mission and vision of the employer brand.
• EVP (Employer Value Proposition): Development of derived, memorable and relevant value propositions from the employee's perspective.
• Tonality and visual identity: Designing content and visual elements that represent the employer brand.
• Employee communication: Creating messages and stories that communicate the company's values and culture.
• Employer branding guidelines: Creating style guides and guidelines that ensure the employer brand is presented consistently across all channels and media.
• Digital and offline media: Development of experiences both online (career sites, social media, recruiting and digital campaigns) and offline (print materials, event branding).
• Employer branding assessment and management: Continuous monitoring and evaluation of employer brand perception and performance and adjustments to strategies as required.
• Recruitment marketing: Building and maintaining an attractive employer brand to attract and retain talented employees.

Employer branding includes all measures and strategies aimed at creating, strengthening and maintaining an employer brand. This encompasses a variety of aspects that together form a consistent and strong employer brand. The most important components of employer branding are

• Employer branding strategy:
  
  • Positioning: Determine how the employer brand should be perceived in comparison to the company brand and the competition.
  • Target group: Identifying and understanding the target groups, internally and externally.
  • Brand values: Defining the fundamental values and beliefs of the employer brand with reference to the corporate values.
  • Mission and vision: Derive the long-term goals and mission of the employer brand.
• Tonality and visual identity:
  
  • Word and visual language: Defining the emotional and visual tonality.
  • Design guidelines: Creating an employer branding style guide that ensures linguistic and visual consistency.
• Employee communication:
  • Roll-out planning: developing concise and memorable statements that convey the employer brand.
  • Advertising materials: Designing brochures, flyers, advertisements and other advertising materials.
  • Storytelling: Telling the employer brand story through various communication channels.
• Employer message:
  
  • Core messages: Defining the key messages that the employer brand wants to communicate.
  • Tone and style: Determining the language style and tonality that match the brand.
• Online presence:
  
  • Website: Design and development of a user-friendly and brand-compliant careers page (or website).
  • Social media: Development and maintenance of social media channels that match the employer brand (including intranet)
  • Content marketing: creating content that supports the employer message and offers added value
• Employee experience:
  
  • Service design: designing employee experiences that reflect the brand values.
  • Event branding: Design of employer appearances at events and trade fairs.
• Internal branding (employer branding):
  
  • Employee communication: communicating the brand values and vision to employees.
  • Corporate culture: Creating a corporate culture that reflects the brand.
• Employer branding maintenance and management:
  
  • Monitoring and analysis: monitoring employer brand perception and adapting strategies.
  • Feedback and adaptation: Obtaining employee feedback and continuously improving the brand.

The cost of employer branding can vary greatly depending on various factors such as the scope of the project, the complexity of the requirements, the size of the company and the agency or service provider hired. Here are some factors and typical price ranges that should be considered when determining the cost of an employer branding project:

• Scope and complexity of the project:
  • Startup vs. established company: A new company may need a more comprehensive employer branding package than an established company that only needs customization.
• Services and components:
  • Market research and analysis: These services can cost between CHF 2,000 and CHF 15,000.
  • Employer branding strategy: The development of a comprehensive employer branding strategy can cost between CHF 5,000 and CHF 50,000.
  • Visual identity: Creating a complete visual identity package (including tonality, employer branding design guidelines) can cost between CHF 5,000 and CHF 30,000.
  • Employee communication and messaging: Developing key employer messaging can cost an additional CHF 2,000 to CHF 20,000.
  • Web design and development: A brand-compliant career website can cost between CHF 5,000 and CHF 50,000 or more, depending on complexity and features.
  • Social media and content marketing: Developing and implementing an employer branding social media strategy and creating content can cost between CHF 3,000 and CHF 10,000 per month.

The duration of an employer branding project can vary depending on its scope, complexity and the specific requirements of the company. Here are some key factors that can influence the duration, as well as typical timeframes for the different phases of an employer branding project:

• Kick-off and Briefing:
  • Duration: 1-2 weeks
  • Description: This phase includes the first meeting between the employer branding agency and the client to discuss goals, expectations, timeline and budget.
• Market research and analysis:
  • Duration: 2-6 weeks
  • Description: Conducting market research, competitive analysis and target group analysis to create a solid foundation for the employer branding strategy.
• Development of the employer branding strategy:
  • Duration: 3-8 weeks
  • Description: Definition of employer brand positioning, values, mission, vision, EVP and key messages. This phase may include workshops and brainstorming sessions.
• Visual identity:
  • Duration: 4-12 weeks
  • Description: Design of the language (tonality in words and images), and creation of a comprehensive style guide. This phase typically includes several design drafts and feedback rounds.
• Employer communication:
  • Duration: 3-6 weeks
  • Description: Creation of communication guidelines, development of core messages and storytelling elements.
• Implementation and rollout:
  • Duration: 4-12 weeks
  • Description: Implementation of the employer branding strategy across multiple channels, including website design (customizations or career website), social media, marketing materials and event branding. This phase may include training the internal team and introducing new brand guidelines.

Overall timeframe:

• For a comprehensive employer branding project: 3-6 months.
• For smaller or less complex projects: 2-3 months.
• For large, extensive projects g from established companies: 6-12 months or longer.