The company is the result of a merger between the two largest housing associations in the city of Munich: GWG and Gewofag became Münchner Wohnen. The task for the employer branding experts at BALLEYWASL | UNSTK: to bring two teams and two cultures together in one employer brand. With analyses, focus groups, a solid strategy and creative measures. Our approach: finding out what connects the people in the large company. Professionally and privately.
With over 71,000 flats, Münchner Wohnen is the city's largest landlord and one of the largest municipal housing companies in Germany. It is worth taking a look beyond the confines of everyday working life, because each and every one of the more than 1,150 employees is first and foremost a human being. We make strategic use of a well-known law: people follow people. This harbours the potential for the WE feeling that needs to be developed.
We dig deep in our strategic work. We analyse data, look at evaluations and talk to employees at all levels in focus groups. The insights gained in this way form the basis for developing an employer value proposition and the creative springboard.
The wonderful corporate design that Münchner Wohnen has given itself is our stage set for staging the employer brand. The key wording and the key visuals pay tribute to the employer value proposition and make it easy to understand - for employees to strengthen retention as well as for people looking for a new job. The big advantage: every object, every construction site offers space to make the employer brand visible.
A company would do well to first „take along“ its own employees before taking the step into the public eye. Internal communication is extremely important, especially in times when everything around us is changing faster and faster and the tasks for management levels are overflowing. Unfortunately, it is all too often criminally neglected, even though it has a tremendous leverage effect on the credibility of employer communication. You have to want it and allow it, then you will find stakeholders and ambassadors.
The careers page is the digital gateway for interested parties and applicants and therefore an essential building block in the employer journey. It brings together content that can be accessed directly via advertising measures. Without media disruption from social media and with assistance such as a trackable QR code via analogue media. Our claim: an application must be able to be sent in 2 minutes. Then the ball is in the recruiters' court, who can continue the dialogue on the basis of data records.
You can't do it without it and you can't do it without understanding, passion and resources for social media. After all, it takes a lot of effort and time to design and implement good content on an ongoing basis. Those who find corporate influencers in their own ranks who have the talent and motivation to tell the human side of the company are lucky. If you don't have that, you can buy it in or rely on static content that looks authentic and professional at the same time, because the professionals in our Social Media Unit have created it. UNSTK create, and produce.
Those who rely on analogue storytelling in the digital age will reap the rewards. An employee magazine - naturally with a digital extension as a blog or online magazine - demonstrably increases retention and also attracts applications. This is because employees who are satisfied and appreciate their employer expand their readership to include family members, friends and acquaintances. The reach is therefore often a factor of 5 to 10 if an employee magazine is editorially and visually well done. This is a multi-award-winning expertise of the content marketers at BALLEYWASL.
