For Us “Good” Is Not Good Enough
Often the first-choice employer is also the customers’ first choice. It would be difficult to find a better reason for taking a thorough look at our own company.
Of course we have been working on our own image in order to acquire customers and consumers. But this often gets forgotten in association with attracting applicants and keeping staff. Image is definitely one of the factors to be considered when it comes to finding the best applicants for a vacancy. Is our company attractive? What values does it stand for? Do we promise applicants recognition and prospects for development? Contemporary values are very important here - such as sustainability, respectability, drive for innovation and reliability. Employer branding, that is, sharpening an employer’s profile as a brand, is the tool for putting communication with employees and applicants on a strategic basis.
Our Employer branding approach
Within our employer branding strategy, we initially analyzed our own employer characteristics and used the results to formulate our so called unique employer proposition (UEP) - our unique employer quality. We have condensed them in our “Big Six Fits”.
"STI Freight Management Big Six Fits":
STI Freight Management is self-confident as well as humorous; we are ambitious as well as big-hearted; we are hands-on as well as open-minded. Not only do these attributes make us an interesting employer; they also clearly set us apart from other companies. On the basis of this definition of STI Freight Management as an employer brand, we were also able to formulate a central message for our employees and job applicants. With the catchy slogan - STI Freight Management: Your Reliable Fellow - we have summed up all the factors that make us a unique employer.
New employees undergo an intensive program of induction into the company, they receive the appropriate training, and their talents are encouraged and developed.
We have investigated many corners in our company and found that of course we can always do more to become more attractive as an employer. But we have also discovered that we already do a lot. Not only to gain new members of staff, but also to offer a wide range of benefits to our existing employees, in order to create good jobs and the best working conditions for them. STI Freight Management is well on the way. But “good” is not good enough for us. We want to be better than our competitors and develop our quality and culture as an employer based on clear employer positioning. After all, we want to position ourselves not only on the external job market, but also as the employer of choice for our staff.
