NEW APPROACHES IN HRM

70 Figure 5 . The Candidate Awareness Journey Source: Strategic & Creative Marketing Inc., 2015 Today candidates are fastidious and choosy in the evaluation period of their future employer. Therefore, companies have to invest much more efforts and money in „ farming ” all these channels and to establish a genius employer brand. The times where recruitment was an administrative process is definitely over! II. THE EMPLOYER BRAND. HOW DO WE ATTRACT THE MOST SUITABLE EMPLOYEES? Employer branding Employer branding is intended to give the company a strong brand as an attractive employer. Similar to marketing a product or service, an overarching strong positive employer brand positioning needs to be established. Depending on the target group, e.g. the following messages are transmitted: Ø What makes the employer unique? Ø What values does the employer stand for? Ø Why is it attractive to employees? Ø What does this target group find attractive about this company? In today's generation of applicants (Generation Y and Generation Z), rather different attitudes and expectations play a role compared to previous generations regarding: