The ability to let go, transparent communication, and upskilling are key elements of successful HR marketing!

At the 3rd HR Lounge Dortmund “Connect & Inspire” last Wednesday, speaker Marcel Rütten discussed, among other things, the importance of internal employer branding.

The first point he addressed was employee retention: workforce satisfaction stems from the employer, so it is the employer’s responsibility to create the right conditions. This includes offering attractive benefits, ensuring transparent internal communication, and professionalizing management structures.

The second aspect—employees’ identification with their own company—is, by contrast, a state that originates from within them.

Here, work-life balance now plays the biggest role, which has long since become more than just knowing that one’s children are being cared for. Likewise, the mood and atmosphere in the workplace affect employees’ well-being.

Job security, which stems from honest communication, transparency, and predictability, comes next.

This is followed by the internal job market with development prospects—here, a learning wallet, a training budget, and an individual skill matrix for specific teams were discussed. But the need for managers to be able to “let go” of strong team members for other positions within the company, as well as future-proof upskilling and enabling for AI-related topics, are also groundbreaking.

Without question, the meaningfulness of one’s own work also plays a major role. Here, too, transparency helps make the achievement of a greater whole tangible as a goal. Consistent action and the implementation of established values are crucial in this regard.