Modern Recruiting & Employer Branding

The Challenge: The Shortage of Skilled Workers Affects All Industries

The shortage of skilled workers remains a key issue in the German economy. Companies of all sizes and in all sectors are feeling the effects: from small craft businesses to large industrial groups, there is a lack of qualified skilled workers, managers, and trainees. According to a study by Engfer Consulting, 63% of employers have problems filling vacant positions. The service and trade, healthcare and nursing, and media sectors are particularly affected by this development.

Communication Is Not Happening

The search for new employees often fails because companies do not specifically advertise themselves and the career opportunities they offer. A simple job advertisement is no longer enough. It is important to find the right media mix and the right approach for the target group. 
Building a strong employer brand is crucial in this regard. A clear employer brand strengthens trust and sets the company apart from its competitors. It not only attracts talent, but also ensures long-term loyalty by authentically communicating the company's values and culture.

Addressing the right target group requires choosing the right platforms, as each age group has different media habits.

What Defines an Employer Brand?

A strong employer brand helps the company to be perceived as an attractive employer and makes it easier to stand out from the crowd. It helps to attract the best talent, who are attracted not only by the career opportunities but also by the corporate culture and values. This not only facilitates the recruitment process but also strengthens employee loyalty in the long term. Clearly defined, it strengthens the image and represents the values and quality of the company to (potential) employees. Ideally, it achieves a competitive advantage over other employers and makes the company even more attractive to talent.

Authenticity is key: According to a recruiting study by the University of Bamberg, 4 out of 10 candidates have turned down a job offer because the working conditions promised by the company did not match the values advertised externally.

Uslar Children’s Village: Blackbit Created a New Employer Brand

Blackbit created a completely new, modern, and appealing employer brand for the Uslar Children's Village run by Albert-Schweitzer-Familienwerk e. V. The first step was a joint workshop with the children's village staff to identify core values that are actually lived out in everyday life, as well as the benefits that employees enjoy in their daily work.

In order to remain consistently honest and authentic, Blackbit conducted photo shoots with real team members from the residential groups and the management department. The extensive image material was then used to design all the necessary media – undoubtedly one of the strengths of this project, which clearly sets itself apart from the competition and comparable projects in other industries with real people and emotions.

New Landing Page: Modern and Engaging Contact Options

With the new landing page, Blackbit established the central target for all employer branding and recruiting measures for the children's village. Social media campaigns with focused ads on benefits and the added value of social work led directly to it. A specific contact person and the option to ask questions via WhatsApp or Signal enable an uncomplicated and informal exchange, which young applicants in particular take advantage of.

Produced by Blackbit: Video Content for Real Insights

What is the job like? What is the working atmosphere like? Employees at the Uslar Children's Village answer these questions in videos produced by Blackbit, where they talk openly and honestly about their jobs and their everyday working lives. Authentic employer branding thrives on employees sharing their experiences as brand ambassadors.

The Result: Significantly Increased Visibility

Thanks to a new appealing employer brand, the Uslar Children's Village run by Albert Schweitzer Familienwerk e. V. is gaining significant visibility in the challenging job market. Clearly defined values that employees can identify with and feel connected to, as well as attractive benefits for all employees, set the Uslar Children's Village apart from its competitors as an employer.

This also benefits the campaigns on social media. Compared to the old classic job advertisements, engagement and interaction rates have increased significantly with the launch of the newly created ads. The link click-through rate increased by an average of 13.16% and the rate of all ad clicks (including clicks within the social media platform) increased by as much as 34.86%. The response rate (number of responses in relation to ad impressions achieved) increased by 229.56%.