Employer Branding at Basellandschaftliche Kantonalbank
In today’s world of work, a successful recruiting process is crucial for the long-term prosperity of a company. That is why it is important to strategically build the employer brand and align it with the corporate brand.
Katharina Schenkemeyer &, 2021
Bachelor Thesis, Basellandschaftliche Kantonalbank (BLKB)
Betreuende Dozierende: Marco Casanova
Keywords: Employer Branding
BLKB's brand is strongly anchored externally, but the employees do not know the brand very well. As the company offers services to their customers, the employees are their most valuable assets. To keep and recruit the right talents is central for the success of the business. In order to be an attractive employer, the goal is to develop an employer brand that authentically represents the bank so existing employees are motivated to stay with the company and potential employees are encouraged to apply.
To find the right process for developing the employer brand, the first step was to analyse the existing literature. Two approaches were described in depth. Then six experts were interviewed. All experts were asked the same questions so that the answers could be compared later on. Furthermore, two focus groups were conducted, each with about eight participants. Again, the same questions were asked in both groups. At the end, the results from the literature review, the expert interviews and the focus groups were compared to each other. This was afterwards used to develop the recommendations.
At the moment, the bank has a lot of values, which do not fit together exactly. It is recommended to simplify the values. Additional ones should therefore not be developed, as otherwise even more confusion could arise among the members of the staff. This way, employees can better identify themselves with the bank again. It is also crucial that the bank carries out a precise analysis of its corporate culture and what employees appreciate about the firm as an employer. In this way, the employer value proposition can be developed, which forms the basis for the employer brand. It also ensures that the employer brand fits both the corporate brand and the corporate culture. A central aspect in employer branding is to be authentic. The company must not sell potential and existing employees something they cannot live up to. Nowadays, many people want proximity, simplicity and flexibility. The analysis found that this corresponds to BLKB's corporate culture, so it is suggested that these qualities be communicated more strongly. The experts emphasised that it is important to start somewhere and not to get lost in the details of the strategy.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation