Effectively increasing employer attractiveness – "One size fits one life stage" as a new approach with no alternatives

In today's business world, which is largely characterized by a shortage of skilled workers, companies need to rethink their strategies for attracting, retaining and developing employees – because they can no longer afford to exclude certain target groups. Decision-makers are therefore working flat out to find solutions to the omnipresent question: "Which approach to increasing employer attractiveness is most effective at present?"

Answering this question requires a continuous reassessment of what employer attractiveness means in a professional context. In addition, it is necessary to examine which precise measures are required in order to build up and retain a resilient and motivated team. 

Even though employer branding is an important part of the concept of employer attractiveness and fundamentally shapes a company's external image, numerous other characteristics are essential with regard to the attractiveness of a company – both for the existing workforce and for potential new employees. 

Which approach to employer attractiveness will determine the future?

Whereas in the past it was often enough to offer generic offerings and hierarchical career opportunities to appeal to a broad target group, employees' job requirements have now changed enormously.  Driven by demographic change and an increasingly complex working world, the "one size fits all" approach is becoming less and less important. Instead, individualized, life-stage-specific concepts are coming to the fore, aimed not only at attracting new colleagues but also at retaining team members in the long term. 

In order to remain competitive in this market environment, companies must clarify fundamental issues that have a significant impact on their positioning as an employer: 

  1. Who is our target group and what factors do they find attractive in an employer? 
  2. What distinguishes us as an employer and how can we satisfy and inspire employees? 
  3. How can we effectively differentiate ourselves from other companies in the competition for qualified specialists? 

The first question is essential to creating an effective approach to increasing employer attractiveness, and is therefore the primary focus of this article. Managers must be clear that their target group today is all employees with their life-stage-specific needs and priorities.