This book on employer branding shows you how to enhance the employer brand in SMEs. In times of demographic change and a shortage of skilled workers, small and medium-sized enterprises (SMEs) particularly struggle to attract qualified personnel for their open positions. An important factor in this is the employer brand, which refers to how a company is perceived by employees. With the help of this book on employer branding in SMEs, you can effectively strengthen your employer brand. This will help you compete in the labor market against large corporations. The book outlines all phases of an employer branding strategy, including: situational analysis, strategic planning, implementation of appropriate branding measures, recruitment and retention of employees, as well as controlling the employer branding concept.