STRENGTHENING THE EMPLOYER BRAND – EMPLOYER BRANDING IN FOCUS
- 03.06.2024
- Research
The Achensee region is to be positioned as an attractive place to work, and innovative digital solutions are to be used to develop a strong regional employer brand.
Starting signal and innovative developments in the lighthouse project Digitization.Tourism for the education and strengthening of a regional employer brand in the Achensee region.
After a successful kick-off in February 2024, the state of Tyrol reached a lighthouse project on digitalization in tourism. In spring 2024, the digitalization concept/strategy for developing regional employer brands entered its first decisive phase. The aim of the project is to position the Achensee region as an attractive place to work and to use innovative digital solutions to develop a strong regional employer brand. “The project should not only be applicable to the tourism industry, but also to other industries, and should be flexibly expandable,” says project team member Emily Kirchlechner, MA. ”In view of the challenges such as the shortage of skilled workers and high fluctuation rates in the tourism and leisure industry, the project aims to increase the attractiveness of the industry by promoting close cooperation between regional institutions and companies and developing innovative recruiting strategies.”
Strengthening ACHENSEE AS AN EMPLOYER BRAND
A first important milestone is the development of the Achensee employer brand, which is to be shaped by aligning the company's own image with how it is perceived by others. A brand workshop with representatives of the Achensee Tourism Association helped to define the self-image through areas of activity, a brand vision and the brand identity. This served as the basis for creating a guide for focus group interviews, in which both Austrian and international employees and managers from the region were able to share their experiences of living and working in the Achensee region.
FOCUS GROUP INTERVIEWS AS A BASIS FOR FURTHER ACTION
The insights gained from these discussions formed the basis for the creation of a pool of questions that joobster GmbH used to produce the first video content. These videos are intended to serve as a communication tool, highlighting not only the benefits for employers but also regional advantages, in order to present the Achensee region as an attractive place to live and work, while also establishing a unified and distinctive image. In the coming months, further test operations are to be included and the communication of the employer brand is to be implemented even more strongly in video content.
In this context, the lighthouse project Digitization.Tourism is designed to find new ways of employer branding in order to sustainably strengthen the competitiveness of the Achensee region and to consolidate its position as an employer brand in the tourism sector.