Cay von Fournier – Expert on employer branding, corporate and lifestyle management

01. May 2024 – Oliver Stoldt

The topic of employer branding, and thus the strengthening of the employer brand, is rapidly gaining in importance in a dynamic working world with an increasing shortage of skilled workers and employees.

This term is not that old, it was first mentioned in 1996. It’s not just about positioning your company as a great place to work, but also about how you can attract and retain top talent for the long term. Cay von Fournier is an expert in this field and explains the importance of the employer brand for the long-term success of a company in lectures.

What is employer branding?

Employer branding is the process by which a company actively and strategically shapes its reputation as an employer among existing employees and potential candidates. It is the way in which your company is perceived as a place to work. It is not only about the image that is communicated to the outside world, but also about the authenticity of this image, which must be supported by the actual experiences of employees.

Employer branding vs. personnel marketing

Employer branding and HR marketing are often confused, but there are significant differences between these two concepts. Personnel marketing is the operational implementation of the strategy described in employer branding. Personnel marketing, or better employee marketing, aims to attract candidates for open positions, often through targeted advertising and recruitment campaigns.

As Jim Collins puts it: “People are not the most important asset. It’s the right people.”

Employer branding, on the other hand, is more comprehensive and long-term. It involves not only recruiting employees, but also retaining them and cultivating the corporate culture to ensure a strong, positive perception of the company as an employer.

The four pillars of successful employer branding:

  1. Clarity of company values and culture: your company must have clear values and a strong culture that is communicated both internally and externally. These values should be evident in every aspect of the working environment and in every interaction within the company.
  2. Employee experience and engagement: actively involving employees in shaping their workplace and promoting an open dialog. Employees should feel valued and understood, which in turn strengthens their motivation and commitment to the company.
  3. Authentic communication: External communication must reflect the internal reality. This includes the use of different channels to address a broad and diverse target group while keeping the company’s core messages consistent.
  4. Strategic HR planning and development: Investing in employee development and planning for future skills requirements is critical to being perceived as an attractive employer. This is not just about training, but also about career paths and personal development plans.

Employer branding is an essential part of corporate management that goes far beyond simply attracting talent.

How can you increase the quality and visibility of your brand as an employer?

Increase your attractiveness as an employer through the right leadership, employee involvement and clear communication. By practicing an open corporate culture, you will retain your employees, reduce staff turnover and increase your chances of long-term success.

Book Cay von Fournier for presentations and workshops on employer branding, corporate management and employer attractiveness. Contact us: +1 (704) 804 1054 or

Dr. Dr. Cay von Fournier

Expert in Corporate management, Employer branding & Leadership