Workshop: Employer Branding as a Key Success Factor

Workshop Content

Many companies fail because they don’t understand the core of their image or rely on short-term trends. Our workshop provides clarity, strategy, and tools. We’ll start by asking why branding is important in the first place and explore the connection between brand, corporate image, and attractiveness to potential employees. We’ll then uncover the seven most common pitfalls in employer branding. A key focus is on the role of social recruiting—not as mere hype, but as an opportunity to specifically target the right talent. Together, we’ll analyze the hurdles companies face in practice—whether internal resistance, budget constraints, or a lack of structure—and how you can overcome them. Finally, we’ll develop a step-by-step plan to help you systematically build and strengthen your employer brand.

Together, we’ll review your current initiatives, develop concrete strategies for your brand, and share best practices. You’ll leave the workshop with a deeper understanding of what makes your company unique, how to authentically communicate and demonstrate this, and which actions you can implement right away. At 1:10 p.m., you’ll leave with a plan that motivates and inspires you to make your employer brand visible—to the best talent and your industry, and for your future.

Branding Expert with a Passion for German SMEs

Marcel Aue from Hanover is a marketing expert and specialist in image and employer branding, with a particular passion for the typical German SME. “The more old-fashioned, the better!” After completing his studies, he headed the marketing department of a company with over 100 locations and was forced to work with many agencies before he realized: Sustainable marketing that has substance and strengthens brand identity was rare. So, over ten years ago, he founded KNDR—with the clear mission of giving SMEs a distinctive brand. His vision: to highlight the true strengths of German SMEs and empower companies with authentic branding.

Marcel and his team don’t work for trendy startups, but for the hidden champions and unsung heroes of the German economy. Whether they’re mechanical engineers, sheet metal specialists, or packaging manufacturers—companies that have embodied “Made in Germany” for decades find the right partner in Marcel. At the same time, major names such as Kühne & Nagel, VEOLIA, Freixenet, ADAC, Simba Dickie, IOI Oleo, LPKF, and the German Franchise Association also rely on KNDR to clearly sharpen their image.

With numerous awards, such as the “German Agency Award” and the “German Web Award,” Marcel Aue demonstrates that KNDR strategically positions companies—honestly, clearly, and with genuine substance. It’s not about fruit baskets or hammocks, but about positioning companies in a way that attracts talent and inspires customers alike.

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Venue

Haus der Wirtschaftsförderung, Vahrenwalder Straße 7, 30165 HanoverGet Directions