Employer Branding

Employer Branding: What does it mean?

Adidas, Google, Audi – they must be really cool companies to work for. In best-places-to-work surveys they always take the top places. But: How can the people being interviewed know this? Only very few of them – let alone all of them – would have ever seen any of these companies from the inside. The answer: Employer branding. Because companies don´t just advertise their products but also themselves as employers.

It is important to not promise everything under the sun but to present the interaction of positive corporate culture, happy employees and an authentic external communication. The aim is to motivate new employees to join the company and to retain the people already working there. Each employee is part of this marketing. Because a glossy image is no use when on the inside, amongst the employees, a whole other picture of the employer exists.

The aim is to motivate new staff to join the company and to boost the loyalty of existing employees.

Sabine Burger, HR Consultant Rhomberg Bau

And how does the project "Employer Branding" at Rhomberg actually look like?

Survey phase- the first step
We have collected information in individual interviews and workshops with management, company executives and site-/project managers on how our colleagues perceive Rhomberg Bau as an employer and what makes “working at Rhomberg“ interesting for them. We were able to review and refine these findings in our participation at “Great Place to Work“.

Two men at a meeting table, one writing notes on a document for Rhomberg Bau GmbH, with a building model in the background (Workshop).

Four men attending a meeting or workshop at a light gray table, with one man writing on a document.

Five people, three men and two women, are seated around a conference table in a meeting, reviewing documents and discussing (Workshop).

Four people discussing around a wooden picnic table outdoors on a sunny day, with a brick building and green grass in the background (Workshop).

Four people, two men and two women, sitting around a wooden table outdoors, reviewing documents, with a modern building in the background (Workshop).

Three men participating in a workshop, placing red dots on a whiteboard with handwritten German words like "Team," "Entlohnung," and

Four people gathered around a table participating in a workshop, moving and arranging small white cards with text.

Four people engaged in a workshop at a table, with coffee cups, glasses, and name cards present.

Five people in a workshop setting, actively engaged around a table with cards laid out, possibly for brainstorming.

Four people, three men and one woman, are engaged in a workshop activity around a table, arranging small white cards.

A group of people collaborating around a large table during a workshop, with a presentation slide in the background.

Five men in a Rhomberg Bau GmbH meeting room, seated around a table with a whiteboard, discussing a workshop for executives (executives).

A group of eleven men from Rhomberg Bau GmbH standing and smiling in a modern office setting beside a conference table (Workshop, executives).

Creative phase— the next step:

Of course, we wanted to implement the results right away - both with images and words. That is why we have decided to develop advertising-images as a first step which can be used for image- and job advertisements. Bruno Welzenbach, creative head of our design agency “die3“ has developed the motives together with Sabine Burger (HR) and Benedikt Krauß (Marketing & Communication) and explains how the result was achieved:

A smiling man, Bruno Welzenbach, wearing glasses, a dark grey shirt, and dark trousers, stands in an office hallway looking at the viewer.

Word creations such as ‚vision-focuser‘ or ‚idea-achiever‘ combine two of construction´s essences: innovative visions that create exceptional ideas for the future. And the creative power that lets each of these ideas become reality. With the artistic staging of real employees, the images build an additional, visionally bridge between vision and reality. The slogan “We will build on this” puts the employees in the spotlight. Staff members are most probably the most treasured possessions of a company, which has been shown in the survey phase. They form a strong base and are the solid pillars of every project. This belief come to fruition in the double meaning of the word “build“.

Bruno Welzenbach, Agentur die3

A photographer takes a picture of a smiling man holding a white hard hat in a studio with lighting equipment.

A man looking at a laptop, with a woman beside him doing a photoshoot with a man holding a safety helmet.

A man in glasses holds a white hard hat during a photoshoot with professional lighting, while other people work nearby.

A man in glasses works on a MacBook during a photo shoot, while a man and woman observe him. Another man stands behind holding a white hard

A man in a denim shirt holds a white hard hat during a photo shoot with a photographer and crew.

Two men talking in a recording studio, one in a light blue shirt, the other with his back to the camera, next to a softbox.

A man in a hard hat and tank top stands facing a photographer kneeling with a camera, surrounded by studio lights.

A man in a working tank top and shorts with a hard hat during a photo shoot, facing a photographer.

A man in a white hard hat and work pants being adjusted by another man during a photoshoot.

A smiling construction worker in a white hard hat stands for a photo, with a photographer visible from behind.

A man in a white polo shirt and jeans positions a woman for a photo shoot in front of a gray backdrop.

A man in a white polo shirt taking photos with a camera on a tripod in a studio setup with a large softbox light.

A photographer with a light metering device points a camera at a woman standing in front of a grey backdrop during a photoshoot.

A woman stands in a studio, modeling in front of a gray backdrop, while a photographer takes pictures with a camera on a tripod.

A man in a brown jacket and light blue shirt stands casually with his hands in his pockets, looking right.

A man in a suit being prepared for a photoshoot, with another man adjusting his clothing and a third man blurred in the background.

A man in a white polo shirt adjusts the collar of another man in a grey suit jacket during a photoshoot.

A smiling man in a brown blazer and dark blue trousers stands with crossed arms in front of a dark gray backdrop during a photoshoot.

Two men reviewing content on a laptop screen, with one man using a mouse.

Implementation phase — step by step:

Our first initiative has already started in autumn: our advertising campaign, different social-media activities and an adjustment of our career page. Additionally, we are always present with our motifs and activities on our sustainability wall in the foyer of our head office in Bregenz, at the Christmas drinks and over again on the intranet. And: The article in the WIR, that you are just reading, is also part of it.

But that is not all: We are also re-working our exhibition stand that we use to present the Rhomberg Group at HR and job fairs, we are designing a new personnel folder and much more. The section “behind the scenes“ on the career page is an important part of the campaign. Because who else would know better what it is like to work at Rhomberg than someone that works at Rhomberg? With this, we bring transparency, authenticity and valuable insight for those interested onto our homepage. Jürgen Glojek and Christian Düringer are already being introduced there, you can also find Helmut Bernard´s typical working day (here in the magazine) on there. And of course, there are more parts in planning. So, if you fancy featuring in there or you know someone that would be just the right person – send them our way!