{"id":4394,"date":"2023-03-05T13:24:41","date_gmt":"2023-03-05T13:24:41","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=thought_leadership&#038;p=4394"},"modified":"2025-01-24T09:46:58","modified_gmt":"2025-01-24T09:46:58","slug":"attracting-the-best-talent","status":"publish","type":"thought_leadership","link":"https:\/\/markenfels.ch\/en\/thought-leadership\/attracting-the-best-talent\/","title":{"rendered":"Attracting the best talent"},"content":{"rendered":"<style>.kb-image4394_765154-10 .kb-image-has-overlay:after{opacity:0.3;}<\/style>\n<figure class=\"wp-block-kadence-image kb-image4394_765154-10 alignfull size-large\"><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1024x576.png\" alt class=\"kb-img wp-image-4415\" srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1024x576.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-768x432.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1536x864.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture.png 1921w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-594x334.png 594w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1188x668.png 1188w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-595x334.png 595w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1190x668.png 1190w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><\/noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20576%22%3E%3C%2Fsvg%3E\" alt class=\"kb-img wp-image-4415 lazyload\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20576%22%3E%3C%2Fsvg%3E 1024w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1024x576.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-768x432.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1536x864.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture.png 1921w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-594x334.png 594w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1188x668.png 1188w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-595x334.png 595w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1190x668.png 1190w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1024x576.png\" loading=\"lazy\"><\/figure>\n\n\n\n<div id=\"block_8cfaaf3ba23884c4b43ac01514fa5d7e\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p><span style=\"font-size:24px\">Employer branding comprises the sum of all strategic and tangible elements that position a&nbsp;corporate brand as a&nbsp;strong employer brand. Foundation for successful employer branding is the consequent alignment of the employer brand strategy to the business strategy \u2013 and to talents expectations. The employer brand supports implementing the business strategy by attracting the right talents, for example for a&nbsp;growth strategy, or for pioneering innovation, or for internationalization, or for a&nbsp;transformation process.<\/span> <\/p>\n  <\/div>  <style>#block_8cfaaf3ba23884c4b43ac01514fa5d7e { margin-top: 60px; margin-bottom: 24px;  } @media (min-width: 768px) { #block_8cfaaf3ba23884c4b43ac01514fa5d7e { margin-top: 90px; margin-bottom: 36px;  }} @media (min-width: 992px) { #block_8cfaaf3ba23884c4b43ac01514fa5d7e { margin-top: 120px; margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_8cfaaf3ba23884c4b43ac01514fa5d7e { margin-top: 135px; margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_8cfaaf3ba23884c4b43ac01514fa5d7e { margin-top: 150px; margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n<div id=\"block_bacea46ae7529392fcffdb50896cf307\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p><span style=\"font-size:24px\">Which steps are needed to develop a&nbsp;successful  employer brand?<\/span><\/p>\n  <\/div>  <\/div>\n\n\n\n\n<h2 id=\"block_4acc4aa5befad9efae13312a20ac6f8a\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Step 1: development of the strategic foundation&nbsp;<\/h2>\n\n\n\n<div id=\"block_d038c463661baa5c43d7a045b890a2c9\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>A strong employer brand strategy ensures that the business strategy is translated into attractive communication with talents \u2013 and that the right talents are attracted to implement the business strategy. Competitors in the war for talent often come as a&nbsp;surprise, because talents do not choose between \u201cpeers\u201d from similar business areas, but between startups and large corporates, or between pharma and&nbsp;tech.&nbsp;<\/p>\n  <\/div>  <\/div>\n\n\n\n\n<h3 id=\"block_575bf037979e7fde740732c4f4a81e43\" class=\"c-headline c-headline--18 text-color-text text-left  \">\n  The Employer Brand Strategy consists of three elements:&nbsp;<\/h3>\n\n\n\n<div id=\"block_9ae1a9c8be59d23324109c1e08032a33\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <ol>\n<li><strong>Employer Value Proposition (EVP):<\/strong> a&nbsp;targeted selection of relevant and differentiating attribute clusters that define the brand-specific communication topics<\/li>\n<li><strong>Employer Brand Story:<\/strong> a&nbsp;short and exciting story \u2013 along the EVP attribute clusters \u2013 to position the brand as an attractive employer<\/li>\n<li><strong>Employer Brand Core Messages:<\/strong> a&nbsp;toolkit of core messages and proof points that convey the Employer Brand Story and EVP attribute clusters. Optional, an Employer Brand Tone of Voice: the brand-specific definition of vocabulary and language style<\/li>\n  <\/ol><\/div>  <\/div>\n\n\n\n\n<h3 id=\"block_b0fd0504d1ae622ee225f019f781778e\" class=\"c-headline c-headline--18 text-color-text text-left  \">\n  Which attributes are suitable for an Employer Value Proposition?&nbsp;<\/h3>\n\n\n\n<div id=\"block_911ee19c53e28cedbdc25c77048cdb93\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>The attributes for a&nbsp;successful Employer Value Proposition (EVP) must be relevant and credible.<br>\nIn order to identify them, it is worthwhile to first combine the internal view with the external view and identify the common denominators from the corporate identity, the desired perception, and the expectations of talents. Markenfels has developed the EVP Profiler for this purpose, which \u2013 in combination with a&nbsp;validated external view, e. g. market studies \u2013 provides an initial rough framework for the EVP attributes.<\/p>\n  <\/div>  <\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1024x576.png\" alt class=\"wp-image-4357\" srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1024x576.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-768x432.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1536x863.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-2048x1151.png 2048w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-594x334.png 594w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1188x668.png 1188w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-595x334.png 595w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1190x668.png 1190w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><\/noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20576%22%3E%3C%2Fsvg%3E\" alt class=\"wp-image-4357 lazyload\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20576%22%3E%3C%2Fsvg%3E 1024w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1024x576.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-768x432.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1536x863.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-2048x1151.png 2048w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-594x334.png 594w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1188x668.png 1188w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-595x334.png 595w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1190x668.png 1190w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.35.08-1024x576.png\" loading=\"lazy\"><\/figure>\n\n\n\n\n<h3 id=\"block_21568b86436d93f6721818abf93b46a3\" class=\"c-headline c-headline--18 text-color-text text-left  \">\n  How does the strategic elaboration of the EVP attributes succeed?&nbsp;<\/h3>\n\n\n\n<div id=\"block_69ed002745a8f01fb478422c4751b6d0\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>In order to specifically elaborate the EVP attributes, Markenfels has developed the \u201cMarkenfels EVP Navigator\u201d. The EVP Navigator helps to clarify how the company can position itself as a&nbsp;great company with great people, promising career prospects and attractive benefits. The development process explores the two key questions of talents: \u201cWhat\u2019s in it for me?\u201d and \u201cWho is this company?\u201d. The aim of the development process is to identify those three to a&nbsp;maximum of four clusters that are able to position the company in a&nbsp;relevant, unique and credible way to the talents.<\/p>\n  <\/div>  <\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1024x576.png\" alt class=\"wp-image-4355\" srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1024x576.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-768x432.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1536x863.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-2048x1151.png 2048w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-594x334.png 594w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1188x668.png 1188w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-595x334.png 595w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1190x668.png 1190w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><\/noscript><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20576%22%3E%3C%2Fsvg%3E\" alt class=\"wp-image-4355 lazyload\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20576%22%3E%3C%2Fsvg%3E 1024w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1024x576.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-768x432.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1536x863.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-2048x1151.png 2048w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-594x334.png 594w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1188x668.png 1188w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-595x334.png 595w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1190x668.png 1190w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/01\/Bildschirmfoto-2023-01-26-um-09.33.58-1024x576.png\" loading=\"lazy\"><\/figure>\n\n\n\n\n<h2 id=\"block_efe475112aa8a3061249453abd48d436\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Step 2: Developing the Employer Brand Experience&nbsp;<\/h2>\n\n\n\n<div id=\"block_e3c8a4e9b0f873850af7a35815cd5f9f\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>The Employer Brand Strategy forms the basis for the development of the Employer Brand Experience. EVP, Employer Brand Story and Employer Brand Key Messages are translated into visual elements \u2013 within the framework of the overarching Brand Experience. These Employer Brand Design elements interact to create a&nbsp;coherent and intuitively perceivable experience that conveys the brand\u2019s positioning as an employer.<\/p>\n<p>To ensure successful implementation, the Employer Brand Experience must be system-capable, efficient and easy to use. This can be achieved by applying the basic elements of the actual brand identity to the employer brand without restriction. This includes the brand positioning, logo, brand colors, fonts, UX elements, website wireframes, etc.<\/p>\n  <\/div>  <\/div>\n\n\n\n\n<h3 id=\"block_e7356e81c88e9a46f1166ebae7c4636c\" class=\"c-headline c-headline--18 text-color-text text-left  \">\n  What are specific challenges in employer branding?&nbsp;<\/h3>\n\n\n\n<div id=\"block_06d1ca6c800424fd7907c4147a9a7549\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>HR departments and recruiters often rely on job descriptions but pay not enough attention to the emotional part of a&nbsp;decision for a&nbsp;company. On the other hand, branding departments often regard employer branding as second priority, even though talent needs are different from customer needs.<br>\nA&nbsp;successful employer branding process is therefore based on both perspectives and requires close collaboration between disciplines. HR experts (or People &amp;&nbsp;Organization, as it is already called in many places) bring proven expertise on talent needs and expectations, recruiting needs and market-specific situations into the process. Branding experts ensure a&nbsp;professional employer brand experience that draws strength from the established corporate brand.&nbsp;<\/p>\n  <\/div>  <\/div>\n\n\n\n      <div id=\"block_b670734a2e9f1e0a3d19303c5acb0aff\" class=\"full alignfull default-block-spacing  l-block\">\n        \n<div class=\"pt-10 pb-10 md:pt-18 md:pb-15\" style=\"background-color:#F8F8F8\">\n  <div class=\"l-wrap\"> \n    \n\n<h3 id=\"component-63dd313cd1e41\" class=\"c-headline c-headline--18 text-color-text text-left  \">\n  The biggest mistakes in employer branding:&nbsp;<\/h3>\n\n<div id=\"component-63dd313cd1f10\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <ol>\n<li><strong>Holding on to traditional corporate culture.<\/strong> Companies in fierce competition with startups or tech companies must change themselves by fundamentally transforming the corporate culture and the way they work together.<\/li>\n<li><strong>Pretending to have a&nbsp;culture that is not lived.<\/strong> Companies should not try to portray themselves differently in employer branding than they really are. It doesn\u2019t help to breathe startup glamour into employer branding and promise agile working if the corporate reality is still traditional and hierarchical.<\/li>\n<li><strong>Neglecting employer branding as a&nbsp;contribution to business success.<\/strong> Employer branding makes a&nbsp;significant contribution to business success: attracting the best talents strengthens the market position and the company\u2019s success.<\/li>\n  <\/ol><\/div>  <\/div>\n  <\/div>\n<\/div>\n\n<\/div>\n\n\n      <div id=\"block_8906de60a9fe120dc5e5aaf28f771613\" class=\"full alignfull default-block-spacing  l-block\">\n        \n  <div class=\"l-wrap\">\n                  <div class=\"max-w-824\">\n                      <div class=\"text-14 mb-1\">\n\n              <a class=\"c-link--light c-link--no-underline c-link--underline c-link--block c-link--break-all\" href=\"https:\/\/www.gartner.com\/en\/human-resources\/trends\/global-talent-monitor\" 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Because the brain is&nbsp;lazy.&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/attracting-the-best-talent\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-963x539.png\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-963x539.png 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-1921x1078.png 1921w, 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src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                How a&nbsp;strong B2B brand creates value&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                From hidden champion to industry leader&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                          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https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                Brand strategy&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Stop the branding&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/the-markenfels-merger-acquisition-brand-navigator\/\" 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https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                M&amp;A Branding&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                The Markenfels Merger &amp;&nbsp;Acquisition Brand Navigator\u00a9&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/brand-integration\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" 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data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                M&amp;A Branding&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                The brand as an integration engine&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/how-a-strong-brand-drives-business-success\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                Value Creation&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                How a&nbsp;strong brand drives business success&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/truly-digital-brands\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                How the best stand&nbsp;out&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Truly Digital Brands&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n            <\/div>\n      <div class=\"swiper-pagination\"><\/div>\n    <\/div>\n    \n  \n\n\n\n<\/div>\n\n\n<p><\/p>\n","protected":false},"featured_media":4418,"template":"","class_list":["post-4394","thought_leadership","type-thought_leadership","status-publish","has-post-thumbnail",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Attracting the best talent | Markenfels<\/title>\n<meta name=\"description\" content=\"The battle for talents is merciless. 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