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trailer world issue Two 2011

Ausgabe Zwei 2011 7LWOH 6WRU\ Issue Two 2011 WUDLOHU ZRUOG: Ms. Fehrler, how important is employer marketing at BPW? 0HODQLH )HKUOHU Employer market- ing is very important at BPW. For BPW, it means positioning the company inter- nally and externally as a credible and at- tractive employer to the relevant target groups. Such measures are becoming more and more crucial, particularly in view of the demographic shift and the growing shortage of qualified, skilled employees. Employer marketing is the only way to re- cruit suitable staff and keep them at the company. From your viewpoint, what is the benefit of being a good employer brand? A credible and attractive employer brand is the prerequisite for successful human re- sources marketing. The values and goals of such a brand function as guiding principles, from university marketing and applicant management up to internal communication. What does BPW stand for as an employer and what makes the company attractive to job seekers? The main criteria for the success of our employer brand are the identity, image and values of the company. There is a clearly de- fined company culture and corporate values that are consistently internalised and prac- ticed. For me, that is a key aspect: managers and staff can only communicate to the outside what they believe and “live” on the inside. Today, it is just as important for a compa- ny to retain its employees. How does BPW do that? Above all, through consistent internal branding that integrates the employees and keeps them with the company. At BPW, the success of our consistently implemented measures is demonstrated by the low rate of employees who leave the company of their own accord, which is lower than one percent. And in the long period of employment, which averages 17 years. BPW is a medium-sized company. What role does that play in terms of your employer marketing? Naturally, we emphasise the benefits and advantages that BPW, as a medium-sized family-run enterprise, offers: flat hierarchies and consequently less bureaucracy, a shorter chain of command as well as consistent, stable management – all of which provide security and motivation to both our employees and our business partners. Moreover, since BPW is a family-owned business, we are geared towards increasing value in the long-term and are not bound by quarterly figures. BPW stands for quality, security and continuity. How would you describe your company culture? The basis for cooperation and interaction at BPW is a management philosophy that is founded on performance, fairness and trust. We are proud to have a company culture in which everyone is given the opportunity to develop and advance according to his or her skills and abilities. An essential factor here is personal responsibility, which begins with the organisation of work schedules and goes far beyond active participation in designing processes. And how do succeed in recruiting good employees? that older people are no longer capable of performing their jobs is outdated and often has little to do with the facts. Germany is the only country that thinks it can afford to employ less than 40% of people over 50 years old. In the USA, more than 60% of this age group is still gainfully employed, and in countries such as Norway and Switzerland, the proportion is even almost 70%. Experts agree: companies that succeed in clearly communicating their benefits and attractiveness as an employer and emotionalising them in the sense of a brand image can draw the attention of suit- able applicants even when there is a shortage of qualified, skilled workers. Whether through the company’s own career portal, cor- porate portrait on the social web, job postings on XING or ads in the weekend edition of the newspaper, no company that takes employer branding seriously would brag in a job advert about offering vague “standard employee benefits provided by a large corporation.” (rp) . x7KH PDMRULW\ RI WKH FRPSDQLHV DUH KLGLQJ WKHLU KHDGV LQ WKH VDQG 7KHUH DUH VRPH FRPSDQLHV WKDW ZRQØW PDNH LWl (GHOWUDXG 'LHW]6WDQJ

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