Let’s be honest: how can you attract talent if you don’t even know who they are?
Speak their language, hit their nerve and create moments that will last. Anything else? Forget it.
Know who counts: Target group analysis as a foundation
Anyone who thinks target group analysis is old-fashioned is wrong. Real HR communication starts with listening. For us, analyzing the target group is the beginning of everything – the basis of every recruiting campaign and every employer branding strategy. Only those who understand their target group can speak the language that appeals to talent and can create memorable experiences.
So why all this?
Why should a company put so much effort into positioning itself as an employer brand?
Quite simply, we live in an age where a strong employer branding strategy and a clear employer identity are no longer optional. Whether it’s a start-up or an international corporation, the best talents choose employers who offer a lot more. Employers who not only create jobs, but also offer prospects, values and real stories. With a communication strategy that is honest. With a digital recruiting campaign that truly reaches candidates. Because employer branding is not just nice-to-have – it’s what makes the difference.
Not blah. Just wow.
It’s not about offering just any job, it’s about creating an experience that communicates a sense of belonging and purpose. Employer branding is far more than just a job advertisement – it’s the emotional connection that brings talents and companies together. Who are you as an employer? What story do you tell? It’s the difference between a job you forget and an employer you remember.
Share your story and inspire the talents of tomorrow. Create an employer branding that is not only visible, but can also be experienced. Talk to us and let’s work together to create an employer brand that will be remembered.
We would be delighted to realize your project in collaboration with you and make your brand come alive.
Employer branding and HR marketing workflow
-
Positioning: unique features as an attractive employer.
-
Target definition: defines the expected results, such as increased employer attractiveness or a higher applicant rate.
-
Target groups: Applicant profiles, e.g. according to qualifications, values or age groups.
-
Target group analysis: Defining the relevant applicant groups and understanding their needs, expectations and behavior patterns.
-
Competitor analysis: Insights into the positioning and strategies of competing employers in order to identify the potential for differentiation and best approaches.
- Concept ideas: creative approaches and strategies for implementing the defined objectives.
-
In addition, a mood board depicts visual moods, design ideas and sources of inspiration to make the direction and tonality of the concept tangible.
- Design phase: Initial drafts are created, outlining creative approaches and visual ideas for the project.
-
Feedback round: Potential for improvement and adaptation requests are identified.
- In this phase, the previously developed concept is specified and the design is refined to ensure a clear and appealing visual implementation.
-
Media: Selection of suitable channels and formats for addressing the target group.
-
Prototyping: Presentation of the realization for approval
-
The interim results are reviewed and evaluated as part of the feedback and approval process.
-
The necessary adjustments are made on the basis of the feedback.
-
Release for implementation.
-
During production run-up, content, materials and resources are provided for smooth realization.
-
Media planning ensures that all content is optimally presented on the desired channels in order to reach the target groups in an optimal way.
Project “Industry in the city center ”
Employer branding / event design /campaign development / digital marketing strategy / press release
The event “Industry in the city center” was commissioned by the Wiesbaden Economic Development Agency to bring the variety of the regional industry directly into the center of Wiesbaden. Creatively implemented and executed by Michael Eibes Design, the event became a world of experience that made the industrial sector tangible and accessible.Core content: Industry you can touch: Visitors were able to get to know innovative processes and modern technologies in intensive consultations. A focus on career opportunities: The event offered young talents and specialists direct insights into training and job opportunities at twenty participating companies. Supporting programme: workshops and presentations on topics such as digitalization, sustainability and the future of the industry. These offer valuable impulses for career starters, skilled workers and interested parties. Result: The Industry in the City Center successfully strengthened Wiesbaden’s image as an attractive business and work environment and promoted dialogue between companies and citizens.
Campaign on Instagram, Facebook and Google Ads with a reach of around 110,000 impressions in the relevant target groups during the event period. In addition, there were press releases, printed advertising in regional media and media kits for the participating companies. Concept, text, design and media planning
The WiWorkLife app offers comprehensive information on career opportunities, including job vacancies, internships, dual study programs and apprenticeships. The aim is to strengthen the regional economy by efficiently connecting talented people with suitable employers. The app thus promotes a regional overview of career development and also the attractiveness of the region as a business location. During the 9-day event, we achieved around 7000 hits on the web app with a 5-day lead time. Concept, text, design and realization
Event in a pop-up space in a shopping mall in the center of Wiesbaden. Equipment and realization of the event for 9 days with daily opening hours of 8 hours with on-site reception and coordination. Concept, design and event realization
Project “Social media campaign”
Job offers on LinkedIn and Instagram
Social media campaign on behalf of the Wiesbaden-based law firm KMS Tax Consultants – Auditors – Lawyers. Core content: Attracting qualified specialists in the field of tax consulting and auditing with a humorous and prompt approach. The particular challenge: The job market is highly competitive, the demand for highly specialized personnel exceeds the supply. In addition, specialists in this field are not actively looking for a job, but need to be targeted. Focus on specialists: Targeted ads on platforms such as LinkedIn and Instagram with a focus on specialists. Concept, text and design
Project “Your chance. Our future.”
HR marketing campaign in print media, on vehicles in the fleet, billboards, social media and recruitment fairs
Recruiting qualified specialists and talented career switchers is a major challenge for many companies. For Hansen Advertising Technology, we have developed a customized personnel marketing campaign that combines a creative approach and target-oriented communication. Targeted approach: Use of innovative advertising techniques on digital and analog channels to reach potential employees where they are. Employer branding: Strengthening the employer brand through authentic stories that provide insights into everyday working life and development opportunities. Attractive content: Interactive formats such as videos, testimonials and modern visuals that convey the values and benefits of Hansen Advertising Technology. The result: greater visibility as an employer and a noticeable increase in qualified applications. This campaign shows how companies can use creative HR marketing to win over the competition for talent. Concept, text, design and realization
