Employer branding done right benefits everyone. For your company, which saves costs, becomes more effective, and increases employee retention. For the colleagues who deal with employer branding on a daily basis. For all employees who better understand what the company stands for and what is important in employer branding. For applicants who can make quicker decisions about whether they fit in with you or not. And for yourself, as employer branding is enjoyable and propels you forward – often also in your career. Wolf Reiner Kriegler, Managing Director of the German Employer Branding Academy, guides you through the entire employer branding process in 18 steps. With many examples from real case studies, diagrams, checklists, and other concrete work aids. He equips you to be confident and action-oriented in all steps – so you can see the topic of employer brands in its contexts and argue effectively. Contents: What employer brand and employer branding are, preparing and starting employer branding, analyzing the framework conditions and defining the strategy, anchoring the employer brand in the organization and communicating it externally. New in the 4th edition: current case studies and updated chapters on digitalization. Online work aids: checklists for project initiation, plan for strategy development, guide for budget planning, budget planner for 32 scenarios.