Topics: Employer branding, personnel marketing, legal companies, law firms, job market, skilled labor shortage, employer brand, career website, job advertisements, social media, CEO, POMCANYS.
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Good morning, Mr. Beyeler. What role does employer branding play in today's job market, and where does the legal industry currently stand?

Employer branding is becoming increasingly central in today’s and future job markets. Given the shortage of skilled workers, rising employee expectations, and growing competition for top talent, a strong employer image is essential for companies.

Successful businesses have realized that a consistent brand strategy must also include a strong employer brand to position themselves effectively in the job market. This can be achieved through an attractive career and job website, integrated job postings, and a strong presence on social media and job platforms.

In my opinion, the legal industry has yet to fully recognize the power of employer branding. Some job advertisements still sound like they were written in Gotthelf’s time. There is definitely room for improvement.

What makes an employer particularly attractive?

Authenticity first! Honest and transparent communication about a company’s values, the people behind it, and its workplace culture is the most important factor in employer attractiveness.

Satisfied employees share positive experiences within their personal networks, on social media, and can act as ambassadors, positively shaping the company’s brand. - Daniel Beyeler

Both professional and personal satisfaction of employees is crucial to success. Satisfied employees share positive experiences within their personal networks, on social media, and can act as ambassadors, positively shaping the company’s brand.

What steps do you recommend for legal firms to effectively showcase their employer brand externally?

First, we recommend forming a dedicated Employer Branding working group. Ideally, this group includes representatives from management, leadership, marketing/communications, and HR.

Once a shared understanding of the topic is established, an employer brand audit can be conducted to derive actionable recommendations. We offer our clients a questionnaire, analyze their employer branding presence, and present tailored ideas and strategies in an introductory consultation on how to create impact externally.

How can employers ensure their employer branding remains authentic and accessible?

Values and promises must be upheld. Employer branding should be based on real, tangible values. If a company emphasizes diversity and work-life balance, these aspects must be genuinely reflected in everyday work life.

Regular surveys and discussions help capture employees’ actual needs and perceptions. These insights form the foundation of an employer branding strategy and should be reviewed periodically.

How can companies ensure that sustainability is perceived as a credible value proposition rather than just a marketing tool?

Top management must lead by example when it comes to sustainable action to maintain credibility. Sustainability is seen as a genuine value proposition when companies act consistently, communicate transparently and drive real change. Once again, the key lies in authenticity, open communication and a corporate culture that places sustainability at its core. Credibility is not built through marketing messages but through verifiable long-term actions, told and packaged in compelling stories.

POMCANYS specializes in personnel marketing and employer branding. How do you specifically help your clients implement successful employer branding?

Our core expertise in employer branding is the development of a strong and authentic employer brand. To achieve this, we survey our clients' employees and identify their key strengths, essentially the employer DNA of the company. We clearly define what sets our clients apart in the job market and formulate an Employer Value Proposition, a promise that can be communicated to future employees and upheld internally.

In the next step, the developed employer promise is effectively showcased on the career website and job postings, the central hub of recruitment marketing, with a creative concept. Additionally, we support our clients with engaging job videos and targeted social media campaigns to enhance their recruitment efforts.

Employer branding is a marathon, not a sprint. - Daniel Beyeler

What challenges do legal companies face when building and maintaining successful employer branding in the long term, and how can they overcome them?

Employer branding is a marathon, not a sprint. It requires a people-centered corporate culture and sufficient resources.

POMCANYS has received multiple awards for employer branding. Can you share a particularly successful project and explain what made it so outstanding?

The courage, willingness and enthusiasm for fresh and bold recruitment marketing from our clients is the key ingredient that allows us to create well-thought-out and creative career websites, which have been recognized with HR awards.

The University Children's Hospital Zurich and POMCANYS share a long-standing, trusted partnership. Together with the Kispi project team, we developed a new career website from concept to implementation. The result was a mobile-first approach, a social media/reel-inspired user experience with motion visuals, direct and engaging language, salary transparency, quick-apply features and clear target audience orientation. The outcome: a significant increase in job applications across all professions. Winning an HR award in Berlin for the best career website in the DACH region was the crowning achievement and still makes us incredibly proud today.

How will employer branding evolve in the legal sector, and how should law firms prepare?

Law firms that integrate employer branding into their corporate strategy will have a clear advantage in the competition for talent, employee motivation and long-term retention. Strong employer branding also enhances brand perception among clients, as a solid internal culture often extends outward. In Switzerland, employer branding is not just a nice-to-have but a strategic necessity.

Thank you for the valuable insights into employer branding and the diverse offerings of POMCANYS! We wish you continued success.

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