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Strengthening the FHP Employer Brand (Employer Branding)

Bildschirm mit Ziel der Employer Branding Projektes Im Hintergrund Mitarbeiter der Agentur
? Andrea Vollmer

As part of our employer branding project, an authentic employer brand is to be developed for the University of Applied Sciences Potsdam and a visual employer positioning implemented. The aim is to attract, recruit and retain qualified employees even better in the future.

Key questions of the project

Living culture

What characterises the culture at the University of Applied Sciences Potsdam?

Goal as an employer

What is our goal as an employer?

Suitable employees

What kind of people fit our culture and our goal?

Cultural benefits

What added value do we offer our employees?

Approach

  • The employer branding project was developed as part of P?Dual and is being implemented together with the agency Junges Herz. It will run from June 2024 to May 2025.
  • In close cooperation with the agency, we first analysed what makes FHP special through an employee survey, an open campus exchange and personal interviews.
  • Your participation was particularly important to us in order to receive more specific feedback and thus further strengthen FHP as an attractive employer
  • Thank you very much for your support and commitment!

 

  • Project steps:

The employee survey was successfully completed on the 17th of September 2020. We would like to thank you for your active participation. The most important results of the project, which were also validated by the open campus exchange, are presented here.

The status quo of FHP as an employer was analysed. In addition, interviews were conducted with managers to determine FHP's future prospects.

All FHP employees were warmly invited to participate in the exchange rounds. The evaluation was anonymous and the results were combined with those of the employee survey.

The status quo analysis provides an initial overview of the internal and external measures of employer communication along all phases of the employer brand journey, including employer positioning and performance measurement. In addition, competitors and their employer positioning were highlighted.

The agency creates profile fields and an employer positioning for the FHP using the survey results. The aim of the positioning is to answer all questions of the four dimensions:

  • Who are we now?
  • Where do we want to go?
  • Who do we need?
  • What do we offer?

On the basis of the survey results, a specific persona is now being developed for each relevant target group that is to be addressed as potential applicants. The persona then describes the demographics, desires, triggers, media use, motivators and dos and don'ts of the respective target group.

In the final phase, which will last until April 2025, FHP's positioning as an employer will be translated into words and images. We will use these results to develop new materials for job advertisements or the careers website, for example.

Who is the Young Heart Agency?

The Junges Herz agency from Dresden specialises in employer branding and employer marketing. With their comprehensive expertise, they support companies in developing an authentic and convincing employer image. Their strong team accompanies the entire process – from the initial analysis to the strategic concept and implementation.

Through targeted workshops and interviews within the organisations, they develop a tailor-made employer value proposition (EVP). This EVP forms the basis for an appealing presentation of the company or university as an attractive employer.

Contact

Anne Lambrecht

Ulrike K?pke

Project employee P?Dual and skills shortage
Logo des Projekts P?Dual der Fachhochschule Potsdam

P?Dual – Recruitment and Development of Professorial Staff at the University of Applied Sciences Potsdam

Logo Gemeinsame Wissenschaftskonferenz

Joint Science Conference GWK

F?rderlogo des Bundesministerium für Bildung und Forschung

Federal Ministry of Education and Research