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Emotional foundations for brands were built here.",{"type":108},{"type":102,"content":559},[560],{"type":105,"content":561},[562],{"type":108,"content":563},[564],{"text":565,"type":112,"marks":566},"1970s: Market orientation",[567],{"type":115},{"type":108,"content":569},[570],{"text":571,"type":112},"At this time, companies began to define their markets and target groups and address them precisely.",{"type":108},{"type":102,"content":574},[575],{"type":105,"content":576},[577],{"type":108,"content":578},[579],{"text":580,"type":112,"marks":581},"1980s: Competitive orientation",[582],{"type":115},{"type":108,"content":584},[585,587,588],{"text":586,"type":112},"Competition for customers became increasingly fierce and in response to this, the unique selling proposition (USP) of products became the focus of attention in the 1980s.",{"type":133},{"text":589,"type":112},"The best example of this is the Duracell bunny. It \"runs and runs and runs\", leaving all other batteries far behind.",{"type":108},{"type":102,"content":592},[593],{"type":105,"content":594},[595],{"type":108,"content":596},[597],{"text":598,"type":112,"marks":599},"1990s: Environment orientation",[600],{"type":115},{"type":108,"content":602},[603],{"text":604,"type":112},"Technologies such as the PC saw the light of day at this time and, for the first time, environmental awareness became an issue for the general public. For the first time, advertising focused not only on a product and its immediate benefits, but also on the additional importance of life and the concerns of customers.",{"type":108},{"type":102,"content":607},[608],{"type":105,"content":609},[610],{"type":108,"content":611},[612],{"text":613,"type":112,"marks":614},"From 2000: Dialogue orientation",[615],{"type":115},{"type":108,"content":617},[618],{"text":619,"type":112},"The age of online marketing began with the Internet. For the first time, it was now possible to make advertising interactive. Thanks to chats and emails, advertising was no longer necessarily one-sided, but opened up the dialog between customer and company.",{"type":108},{"type":102,"content":622},[623],{"type":105,"content":624},[625],{"type":108,"content":626},[627],{"text":628,"type":112,"marks":629},"From 2010: Network orientation",[630],{"type":115},{"type":108,"content":632},[633,635,641],{"text":634,"type":112},"Thanks to the booming social networks, the exchange between companies and customers became even more direct. This was also due to completely new formats such as ",{"text":636,"type":112,"marks":637},"Influencer marketing",[638],{"type":124,"attrs":639},{"href":640,"uuid":29,"anchor":29,"custom":29,"target":127,"linktype":128},"\u002Fblog\u002Finfluencer-marketing\u002F",{"text":642,"type":112},". From then on, advertising should no longer feel like advertising, but be perceived as added value and welcome information.",{"type":108},{"type":108,"content":645},[646,648,652,659,662,664,665,667,668],{"text":647,"type":112},"Whereas advertising used to be the only marketing measure that had to pursue all marketing objectives such as customer loyalty, branding, etc., today it is used almost exclusively for pure sales. Aspects such as emotionalization or loyalty are now supported by inbound marketing in the form of SEO, social media and",{"text":649,"type":112,"marks":650}," ",[651],{"type":115},{"text":653,"type":112,"marks":654},"Content marketing",[655,658],{"type":124,"attrs":656},{"href":657,"uuid":29,"anchor":29,"custom":29,"target":127,"linktype":128},"\u002Fblog\u002Fcontent-marketing\u002F",{"type":115},{"text":649,"type":112,"marks":660},[661],{"type":115},{"text":663,"type":112},"are served.",{"type":133},{"text":666,"type":112},"The significant changes in the way marketing is viewed also mean that its core tasks have shifted. For a long time, the undisputed focus was on the product and its design, pricing, promotion through communication and image and placement, i.e. sales as instruments.",{"type":133},{"text":669,"type":112},"These approaches have changed in the direction of the customer. Today, consumers are an active part of product development and added value must always be actively and comprehensibly communicated. Today, pricing must be in proportion to recognizable product value and product image.",{"type":108},{"type":108,"content":672},[673,677,678,680,681,682,684,687,694],{"text":674,"type":112,"marks":675},"The journey continues",[676],{"type":115},{"type":133},{"text":679,"type":112},"Marketing has been constantly changing ever since it was invented. But never as profoundly as it has changed with the spread of the internet. While for decades marketing was understood in terms of product orientation, in the last 15 years or so it has evolved from customer orientation to a holistic customer view.",{"type":133},{"type":133},{"text":683,"type":112},"To this day, the adaptation to the new communication channels and media consumption brought about by the digital age is far from complete. We are constantly faced with new challenges such as dependence on opaque algorithms, new disciplines such as",{"text":649,"type":112,"marks":685},[686],{"type":115},{"text":688,"type":112,"marks":689},"SEO and SEA",[690,693],{"type":124,"attrs":691},{"href":692,"uuid":29,"anchor":29,"custom":29,"target":127,"linktype":128},"\u002Fblog\u002Funterschied_seo_und_sea\u002F",{"type":115},{"text":695,"type":112},"as well as huge amounts of data to manage. The general massive increase in the complexity of opportunities makes it incredibly exciting to follow where marketing is heading.",{"type":108,"content":697},[698,700,704],{"text":699,"type":112},"Just like the quote from Jon Kabat-Zinn: \"",{"text":701,"type":112,"marks":702},"You can't stop the waves, but you can learn to surf.",[703],{"type":115},{"text":705,"type":112},"\"","Marketing through the ages",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":709},[710],{"type":108,"content":711},[712],{"text":214,"marks":713},[],[715],{"_uid":716,"title":717,"ogImage":718,"ogTitle":717,"component":41,"description":719,"ogDescription":719},"bcd9616e-becd-414b-858c-3e33f35b1c5a","We(r)binar: Marketing through the ages",{"filename":29},"How has it changed and where is the journey heading?",{"id":721,"alt":29,"name":29,"focus":29,"title":29,"filename":722,"copyright":29,"fieldtype":39,"is_external_url":34},7177025,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fc7d7201f04\u002Fwb_werbinar_marketing-im-wandel-der-zeit.jpg",{"id":721,"alt":29,"name":29,"focus":29,"title":29,"filename":722,"copyright":29,"fieldtype":39,"is_external_url":34},"marketing-im-wandel-der-zeit","en\u002Farticles\u002Fmarketing-im-wandel-der-zeit",440,[],"d6fda34b-002f-4627-923d-5dbeb025f189","2023-04-06T12:35:18.386Z",[],"articles\u002Fmarketing-im-wandel-der-zeit",[733],{"path":731,"name":46,"lang":51,"published":46},{"name":735,"created_at":736,"published_at":737,"updated_at":738,"id":739,"uuid":740,"content":741,"slug":969,"full_slug":970,"sort_by_date":46,"position":971,"tag_list":972,"is_startpage":34,"parent_id":234,"meta_data":46,"group_id":973,"first_published_at":729,"release_id":46,"lang":51,"path":46,"alternates":974,"default_full_slug":975,"translated_slugs":976},"Externes Employer Branding","2024-04-04T14:08:49.982Z","2024-11-11T14:38:57.150Z","2024-11-11T14:38:57.180Z",473003171,"7d858757-1e21-41e3-a531-d785f893d056",{"_uid":513,"body":742,"text":743,"title":948,"ctaLink":949,"ctaText":950,"pageSeo":956,"category":222,"ctaLabel":223,"ctaTitle":224,"cardImage":962,"component":20,"coverImage":967,"ctaSubTitle":229},[],{"type":99,"content":744},[745,752,756,760,764,769,773,777,815,816,820,825,829,833,925,926,930,941],{"type":746,"attrs":747,"content":749},"heading",{"level":748},3,[750],{"text":751,"type":112},"Why authenticity is the be-all and end-all",{"type":108,"content":753},[754],{"text":755,"type":112},"Highlighting all possible positive aspects of an employer and using them as important points for your company may be quick and easy - but it can also quickly backfire.",{"type":108,"content":757},[758],{"text":759,"type":112},"Everything that is carried to the outside world as a company must also be taken seriously. Otherwise, you may have quickly gained an employee, but you will quickly lose him or her again if the promised work does not match the actual work. Authenticity is therefore the be-all and end-all when it comes to employer branding. No ideal should be communicated to the outside world if it is not subsequently fulfilled, but rather the reality with the individual company benefits.",{"type":108,"content":761},[762],{"text":763,"type":112},"Who is shown? Is it exclusively people in management roles or all employees? The more employee-centric the employer communication is both externally and internally, the more essential it is that people from all areas of the company are visible. This has two advantages: Internally, it strengthens the sense of belonging and identification with the employer brand, and externally, it paints an authentic and diverse picture of the people who make up and shape the company.",{"type":746,"attrs":765,"content":766},{"level":748},[767],{"text":768,"type":112},"Highlight important values for your target group",{"type":108,"content":770},[771],{"text":772,"type":112},"Who is your company looking for and what is your target group looking for? As an employer, it is important to think carefully about your target group and take appropriate measures. Not everyone is interested in a high salary as a stand-alone feature. Some people may be more interested in flexible working hours and remote working. It can be particularly striking and helpful for the employer, for example, to look at the age groups and consider whether they are newcomers or experienced professionals.",{"type":108,"content":774},[775],{"text":776,"type":112},"Important attractive features of a company can include",{"type":102,"content":778},[779,785,791,797,803,809],{"type":105,"content":780},[781],{"type":108,"content":782},[783],{"text":784,"type":112},"Further training opportunities",{"type":105,"content":786},[787],{"type":108,"content":788},[789],{"text":790,"type":112},"Work-life balance offers",{"type":105,"content":792},[793],{"type":108,"content":794},[795],{"text":796,"type":112},"Home office",{"type":105,"content":798},[799],{"type":108,"content":800},[801],{"text":802,"type":112},"Flexible working time models",{"type":105,"content":804},[805],{"type":108,"content":806},[807],{"text":808,"type":112},"Bonus models and premiums",{"type":105,"content":810},[811],{"type":108,"content":812},[813],{"text":814,"type":112},"Benefits for employees",{"type":108},{"type":108,"content":817},[818],{"text":819,"type":112},"Every company works with a mix of different attractiveness features. Successful employer branding is therefore always based on an analysis that assesses what is attractive about the company and what should be communicated to the outside world.",{"type":746,"attrs":821,"content":822},{"level":748},[823],{"text":824,"type":112},"Use relevant communication channels",{"type":108,"content":826},[827],{"text":828,"type":112},"Once it has been determined what can be communicated to the outside world as a company, specific measures must then be planned and implemented. How, where and when should communication take place?",{"type":108,"content":830},[831],{"text":832,"type":112},"Relevant measures and channels can be, for example",{"type":102,"content":834},[835,841,853,862,871,880,889,898,907,916],{"type":105,"content":836},[837],{"type":108,"content":838},[839],{"text":840,"type":112},"Website with separate careers page",{"type":105,"content":842},[843],{"type":108,"content":844},[845,851],{"text":846,"type":112,"marks":847},"I",[848],{"type":849,"attrs":850},"textStyle",{"color":29},{"text":852,"type":112},"mage film or video",{"type":105,"content":854},[855],{"type":108,"content":856},[857],{"text":858,"type":112,"marks":859},"Social media platforms (Instagram, Facebook, LinkedIn, Xing etc.)",[860],{"type":849,"attrs":861},{"color":29},{"type":105,"content":863},[864],{"type":108,"content":865},[866],{"text":867,"type":112,"marks":868},"Newsletters",[869],{"type":849,"attrs":870},{"color":29},{"type":105,"content":872},[873],{"type":108,"content":874},[875],{"text":876,"type":112,"marks":877},"Application portals",[878],{"type":849,"attrs":879},{"color":29},{"type":105,"content":881},[882],{"type":108,"content":883},[884],{"text":885,"type":112,"marks":886},"Apprentice, employee or career blog",[887],{"type":849,"attrs":888},{"color":29},{"type":105,"content":890},[891],{"type":108,"content":892},[893],{"text":894,"type":112,"marks":895},"Career fairs",[896],{"type":849,"attrs":897},{"color":29},{"type":105,"content":899},[900],{"type":108,"content":901},[902],{"text":903,"type":112,"marks":904},"Trade fairs",[905],{"type":849,"attrs":906},{"color":29},{"type":105,"content":908},[909],{"type":108,"content":910},[911],{"text":912,"type":112,"marks":913},"Graduate fairs",[914],{"type":849,"attrs":915},{"color":29},{"type":105,"content":917},[918],{"type":108,"content":919},[920],{"text":921,"type":112,"marks":922},"Evaluation portals",[923],{"type":849,"attrs":924},{"color":29},{"type":108},{"type":108,"content":927},[928],{"text":929,"type":112},"Depending on the target group, different platforms and approaches prove to be useful. Not every target group can be found on all channels. Especially when it comes to social media presence, timing also plays a major role. Launching a campaign at an inappropriate time may mean that it is quickly forgotten without generating much interest. The question of how to do this is also a decisive factor.",{"type":108,"content":931},[932,934,939],{"text":933,"type":112},"How do I want to present myself as a company and how do I formulate my message around my attractive features?",{"text":935,"type":112,"marks":936},"  ",[937],{"type":849,"attrs":938},{"color":29},{"text":940,"type":112},"While a younger target group can be addressed in a more relaxed manner, people with many years of experience usually place more value on a professional approach. High-quality recruiting videos or image films also convey a different impression than company photos or employee photos.",{"type":108,"content":942},[943],{"text":944,"type":112,"marks":945},"Therefore, a comprehensive target group analysis creates a major advantage and simplifies the search for suitable channels and messages.",[946],{"type":849,"attrs":947},{"color":29},"External employer branding",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":951},[952],{"type":108,"content":953},[954],{"text":214,"marks":955},[],[957],{"_uid":958,"title":959,"ogImage":960,"ogTitle":959,"component":41,"description":961,"ogDescription":961},"7498f798-e98d-4919-9062-c2419600b573","We(r)binar: Employer branding",{"filename":29},"What is employer branding and why is it becoming increasingly important? Read interesting facts about employer branding here.",{"id":963,"alt":964,"name":29,"focus":29,"title":29,"source":29,"filename":965,"copyright":29,"fieldtype":39,"meta_data":966,"is_external_url":34},10302186,"Externes Employer Branding Jobsuche","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F3360x1890\u002F55b53ab298\u002Fexternes-employer-branding.jpg",{},{"id":963,"alt":964,"name":29,"focus":29,"title":29,"source":29,"filename":965,"copyright":29,"fieldtype":39,"meta_data":968,"is_external_url":34},{},"externes-employer-branding","en\u002Farticles\u002Fexternes-employer-branding",280,[],"32f0b9df-74ed-4b3b-ac4f-931e42db3fb9",[],"articles\u002Fexternes-employer-branding",[977],{"path":975,"name":46,"lang":51,"published":46},{"name":979,"created_at":980,"published_at":981,"updated_at":982,"id":983,"uuid":984,"content":985,"slug":1137,"full_slug":1138,"sort_by_date":46,"position":1139,"tag_list":1140,"is_startpage":34,"parent_id":234,"meta_data":46,"group_id":1141,"first_published_at":729,"release_id":46,"lang":51,"path":46,"alternates":1142,"default_full_slug":1143,"translated_slugs":1144},"Das Employer Branding","2024-04-04T14:08:48.634Z","2024-11-11T14:38:56.822Z","2024-11-11T14:38:56.859Z",473003069,"960171d4-a4c2-46ed-9075-e7dc0b905872",{"_uid":513,"body":986,"text":987,"title":1116,"ctaLink":1117,"ctaText":1118,"pageSeo":1124,"category":222,"ctaLabel":223,"ctaTitle":224,"cardImage":1129,"component":20,"coverImage":1135,"ctaSubTitle":229},[],{"type":99,"content":988},[989,993,997,998,1005,1009,1013,1017,1021,1025,1045,1049,1050,1057,1061,1085,1088,1092],{"type":108,"content":990},[991],{"text":992,"type":112},"This creates competition for the best talent and prompts companies to drive forward the development and maintenance of their employer brand.",{"type":108,"content":994},[995],{"text":996,"type":112},"What should not be underestimated here is the counterpart to the external effect - the internal effect. This is because employee retention has a positive side effect: if the external image of an employer matches what it is actually like to work there, employees are also more likely to be motivated to make a recommendation - positive word of mouth is generated.",{"type":108},{"type":746,"attrs":999,"content":1000},{"level":748},[1001],{"text":1002,"type":112,"marks":1003},"What does employer branding have to do with HR marketing?",[1004],{"type":115},{"type":108,"content":1006},[1007],{"text":1008,"type":112},"First of all, both have the same goal: to strengthen the employer brand in order to position the company as an attractive employer and attract the right employees.",{"type":108,"content":1010},[1011],{"text":1012,"type":112},"While HR marketing focuses on operational measures and active contact with applicants, employer branding builds the important, defining, strategic basis of the employer brand.",{"type":108,"content":1014},[1015],{"text":1016,"type":112},"Employer branding therefore includes a precise analysis of the initial situation and target groups, as well as the future direction of the company.",{"type":108,"content":1018},[1019],{"text":1020,"type":112},"Anonymous surveys or workshops can be used to determine the honest views of employees and clarify important questions.",{"type":108,"content":1022},[1023],{"text":1024,"type":112},"This process provides answers to the following questions:",{"type":102,"content":1026},[1027,1033,1039],{"type":105,"content":1028},[1029],{"type":108,"content":1030},[1031],{"text":1032,"type":112},"What does the employer stand for?",{"type":105,"content":1034},[1035],{"type":108,"content":1036},[1037],{"text":1038,"type":112},"Why should employees want to stay with them?",{"type":105,"content":1040},[1041],{"type":108,"content":1042},[1043],{"text":1044,"type":112},"Is the employer attractive to the talent it would like to attract?",{"type":108,"content":1046},[1047],{"text":1048,"type":112},"The answers to these and many other questions provide a basis for multi-layered measures with which the individual values of an employer can subsequently be communicated both internally and externally.",{"type":108},{"type":746,"attrs":1051,"content":1052},{"level":748},[1053],{"text":1054,"type":112,"marks":1055},"Financial benefits of employer branding",[1056],{"type":115},{"type":108,"content":1058},[1059],{"text":1060,"type":112},"At first glance, comprehensive employer branding, the development of an employer brand, looks very costly. It is, but the effort will pay off - not only quickly, but above all in the long term. To name just a small part of it, these successes can occur:",{"type":102,"content":1062},[1063,1074],{"type":105,"content":1064},[1065],{"type":108,"content":1066},[1067,1071,1072],{"text":1068,"type":112,"marks":1069},"A shortened \"time to hire\"",[1070],{"type":115},{"type":133},{"text":1073,"type":112},"This refers to the time between a vacancy becoming available and recruitment. There is also a lower bounce rate during the recruitment process.",{"type":105,"content":1075},[1076],{"type":108,"content":1077},[1078,1082,1083],{"text":1079,"type":112,"marks":1080},"Retaining employees",[1081],{"type":115},{"type":133},{"text":1084,"type":112},"Appreciation and an authentic employer brand that employees can identify with inspires loyalty, commitment and passion in people. This results in higher productivity, higher morale and lower employee turnover.",{"type":108,"content":1086},[1087],{"text":649,"type":112},{"type":108,"content":1089},[1090],{"text":1091,"type":112},"While it is certainly a very important factor, top talent today is looking for far more than just an attractive salary. Among other things, the workforce in 2023 is particularly looking for:",{"type":102,"content":1093},[1094,1105],{"type":105,"content":1095},[1096],{"type":108,"content":1097},[1098,1102,1103],{"text":1099,"type":112,"marks":1100},"Work-life balance & home office",[1101],{"type":115},{"type":133},{"text":1104,"type":112},"Working from home and more flexibility in terms of where and when they work will remain in place even after the coronavirus pandemic. The protective measures have been lifted, but the desire to remain flexible in everyday working life has remained. Experts assume that this change is here to stay. Increasing pressure to perform and the demand for more and more flexibility are just two aspects that are expected of employees. Balancing this with flexible working time models and\u002For working from home makes sense and can give employees a high degree of time autonomy.",{"type":105,"content":1106},[1107],{"type":108,"content":1108},[1109,1113,1114],{"text":1110,"type":112,"marks":1111},"A good working atmosphere",[1112],{"type":115},{"type":133},{"text":1115,"type":112},"It is important that managers take employees seriously and create the space to address issues. After all, after salary considerations, too much stress and a lack of satisfaction are the main reasons why people look for new jobs.","Employer branding",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":1119},[1120],{"type":108,"content":1121},[1122],{"text":214,"marks":1123},[],[1125],{"_uid":1126,"title":959,"ogImage":1127,"ogTitle":959,"component":41,"description":961,"ogDescription":961},"84f6e1e4-d515-42ec-8ea0-6a512c3ebce5",{"filename":1128},"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1080\u002Fd66caac868\u002Fbilder-imagefilm_3-83-1.jpg",{"id":1130,"alt":1131,"name":29,"focus":29,"title":1132,"source":29,"filename":1133,"copyright":29,"fieldtype":39,"meta_data":1134,"is_external_url":34},10185581,"Zwei Arme, business-gekleidet, schütteln die Hände.","Werbinar_Das-Employer-Branding","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F5000x2813\u002Fae197b7f24\u002Fwerbinar_das-employer-branding.jpg",{},{"id":1130,"alt":1131,"name":29,"focus":29,"title":1132,"source":29,"filename":1133,"copyright":29,"fieldtype":39,"meta_data":1136,"is_external_url":34},{},"das-employer-branding","en\u002Farticles\u002Fdas-employer-branding",270,[],"0677b060-f22e-4a06-a483-d30031ad1b58",[],"articles\u002Fdas-employer-branding",[1145],{"path":1143,"name":46,"lang":51,"published":46},{"name":1147,"created_at":1148,"published_at":1149,"updated_at":1150,"id":1151,"uuid":1152,"content":1153,"slug":1240,"full_slug":1241,"sort_by_date":46,"position":1242,"tag_list":1243,"is_startpage":34,"parent_id":234,"meta_data":46,"group_id":1244,"first_published_at":729,"release_id":46,"lang":51,"path":46,"alternates":1245,"default_full_slug":1246,"translated_slugs":1247},"Internes Employer Branding","2024-04-04T14:08:47.326Z","2024-11-11T14:38:56.494Z","2024-11-11T14:38:56.532Z",473003055,"b16d9db3-eac0-40bc-a075-d39234ded8a2",{"_uid":513,"body":1154,"text":1155,"title":1221,"ctaLink":1222,"ctaText":1223,"pageSeo":1229,"category":222,"ctaLabel":223,"ctaTitle":224,"cardImage":1233,"component":20,"coverImage":1238,"ctaSubTitle":229},[],{"type":99,"content":1156},[1157,1161,1187,1192,1196,1200,1205,1209,1214],{"type":108,"content":1158},[1159],{"text":1160,"type":112},"The three main advantages of successful internal employer branding are:",{"type":102,"content":1162},[1163,1169,1175,1181],{"type":105,"content":1164},[1165],{"type":108,"content":1166},[1167],{"text":1168,"type":112},"Existing employees are usually a good choice when it comes to new specialist and management positions. They are familiar with basic company processes and therefore usually require a shorter onboarding process. In addition, internal promotion opportunities can be used to find other attractive features of the company and reduce resources for recruiting measures.",{"type":105,"content":1170},[1171],{"type":108,"content":1172},[1173],{"text":1174,"type":112},"Satisfied employees are much less likely to suddenly look for a new job if they lack nothing in their current job.",{"type":105,"content":1176},[1177],{"type":108,"content":1178},[1179],{"text":1180,"type":112},"Employees who work in a pleasant environment are more productive, sick less often and are also more committed to the company, for example by talking positively about their company.",{"type":105,"content":1182},[1183],{"type":108,"content":1184},[1185],{"text":1186,"type":112},"As a company, you can score points with applicants with satisfied employees, a pleasant working atmosphere and a low turnover rate.",{"type":746,"attrs":1188,"content":1189},{"level":748},[1190],{"text":1191,"type":112},"Use your own employees as brand ambassadors",{"type":108,"content":1193},[1194],{"text":1195,"type":112},"The best proof of a pleasant and desirable workplace is still your own employees. No matter how attractive the features are communicated to the outside world, if the existing team members are not convincing and appear dissatisfied, skepticism will almost always prevail.",{"type":108,"content":1197},[1198],{"text":1199,"type":112},"The exchange with people in the company usually speaks volumes. True satisfaction is visible on social media, at trade fairs or in everyday working life and has a significant influence on applicants' decisions. In addition, satisfied employees are happy to talk to others about their company and its positive characteristics, even on their own initiative. This in turn leads to the company attracting attention and interested applicants submitting an application, even without specific measures.",{"type":746,"attrs":1201,"content":1202},{"level":748},[1203],{"text":1204,"type":112},"Clearly defined corporate values and culture",{"type":108,"content":1206},[1207],{"text":1208,"type":112},"However, in order to get your own employees on board, you first need to clarify what specific values, attitudes and goals make up the company. Managers should define these as clearly as possible, and these values often need to be collected first. The next step is to communicate them across the various levels and make the corporate culture tangible for everyone. If your own employees know about it, they can also pass it on to outsiders and independently interest potential applicants in the company.",{"type":746,"attrs":1210,"content":1211},{"level":748},[1212],{"text":1213,"type":112},"Conclusion",{"type":108,"content":1215},[1216],{"text":1217,"type":112,"marks":1218},"Internal employer branding is fundamental to successful external employer branding. In order to guarantee an authentic image, internal factors must be taken into account and be consistent with external communication. It is important to always involve the entire company across the various roles and levels and allow them to participate in the corporate culture. Only in this way can it be understood and fully lived.",[1219],{"type":849,"attrs":1220},{"color":29},"Internal employer branding",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":1224},[1225],{"type":108,"content":1226},[1227],{"text":214,"marks":1228},[],[1230],{"_uid":1231,"title":959,"ogImage":1232,"ogTitle":959,"component":41,"description":961,"ogDescription":961},"0ffcb7e1-5b17-4015-aebd-32de6e5ad9cc",{"filename":29},{"id":1234,"alt":1235,"name":29,"focus":29,"title":29,"source":29,"filename":1236,"copyright":29,"fieldtype":39,"meta_data":1237,"is_external_url":34},10302252,"Internes Employer Branding Arbeitsumfeld","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F4128x2322\u002F4b5c069ebf\u002Finternes-employer-branding.jpg",{},{"id":1234,"alt":1235,"name":29,"focus":29,"title":29,"source":29,"filename":1236,"copyright":29,"fieldtype":39,"meta_data":1239,"is_external_url":34},{},"internes-employer-branding","en\u002Farticles\u002Finternes-employer-branding",260,[],"317d106b-379f-4293-9fc4-17642aa7480c",[],"articles\u002Finternes-employer-branding",[1248],{"path":1246,"name":46,"lang":51,"published":46},{"name":1250,"created_at":1251,"published_at":1252,"updated_at":1253,"id":1254,"uuid":1255,"content":1256,"slug":1562,"full_slug":1563,"sort_by_date":46,"position":1564,"tag_list":1565,"is_startpage":34,"parent_id":234,"meta_data":46,"group_id":1566,"first_published_at":1567,"release_id":46,"lang":51,"path":46,"alternates":1568,"default_full_slug":1569,"translated_slugs":1570},"Die Szenariotechnik im Marketing","2024-04-04T14:09:08.668Z","2024-11-11T14:39:01.523Z","2024-11-11T14:39:01.587Z",473003972,"87624826-67d1-448d-bfe0-4fcfeefc6e92",{"_uid":1257,"body":1258,"text":1259,"title":1544,"ctaLink":1545,"ctaText":1546,"pageSeo":1552,"category":222,"ctaLabel":223,"ctaTitle":224,"cardImage":1558,"component":20,"coverImage":1561,"ctaSubTitle":229},"5b01d30b-93f7-4099-abf0-3b5fa6b5f4cf",[],{"type":99,"content":1260},[1261,1277,1278,1306,1307,1317,1327,1328,1338,1346,1350,1351,1364,1365,1383,1384,1385,1395,1405,1406,1411,1412,1422,1435,1436,1446,1462,1463,1473,1477,1478,1488,1492,1493,1503,1513,1514,1524,1531,1532],{"type":108,"content":1262},[1263,1265,1266,1268,1269,1271,1275],{"text":1264,"type":112},"Scenarios are ideas of how things could look in the future.",{"type":133},{"text":1267,"type":112},"The use of scenario technology helps to better control the future developments and actions of a company. Images of the future can thus be systematically developed and changes can be prepared for well in advance.",{"type":133},{"text":1270,"type":112},"Modern marketing currently emphasizes reacting to new market influences. It is precisely this flexible and rapid action in the market that requires particularly intensive planning. The ",{"text":1272,"type":112,"marks":1273},"\"be prepared for all eventualities\"",[1274],{"type":115},{"text":1276,"type":112}," involves thinking through and analyzing different situations. A plan B, of plan B, and a plan B of plan B. Something like this.",{"type":108},{"type":108,"content":1279},[1280,1282,1286,1288,1292,1294,1295,1297,1301,1303,1304],{"text":1281,"type":112},"A positive projection is also called ",{"text":1283,"type":112,"marks":1284},"\"best case\"",[1285],{"type":115},{"text":1287,"type":112}," and shows the ideal course of events, while a negative projection, the ",{"text":1289,"type":112,"marks":1290},"\"worst case\"",[1291],{"type":115},{"text":1293,"type":112}," projects the worst and most unfavorable assumption.",{"type":133},{"text":1296,"type":112},"There are also other scenarios, such as the trend projection - known as the ",{"text":1298,"type":112,"marks":1299},"\"Most Likely Case\"",[1300],{"type":115},{"text":1302,"type":112},". As the name suggests, this represents the most probable course of events that is highly likely to occur.",{"type":133},{"text":1305,"type":112},"The analysis and evaluation of these scenarios is used to develop strategies and measures for further action.",{"type":108},{"type":102,"content":1308},[1309],{"type":105,"content":1310},[1311],{"type":108,"content":1312},[1313],{"text":1314,"type":112,"marks":1315},"For which areas can this technique be used?",[1316],{"type":115},{"type":108,"content":1318},[1319,1321,1322,1324,1325],{"text":1320,"type":112},"The answer is quite simple, because:",{"type":133},{"text":1323,"type":112},"The scenario technique can be used for entire projects, for a phase or even a single task. It can therefore be broken down to the smallest detail.",{"type":133},{"text":1326,"type":112},"The forecasting method is also frequently used in politics, science and business for strategic planning.",{"type":108},{"type":102,"content":1329},[1330],{"type":105,"content":1331},[1332],{"type":108,"content":1333},[1334],{"text":1335,"type":112,"marks":1336},"Advantages:",[1337],{"type":115},{"type":108,"content":1339},[1340,1344],{"text":1341,"type":112,"marks":1342},"Can be used flexibly:",[1343],{"type":115},{"text":1345,"type":112}," Scenarios can be developed at any stage of the project and on almost any topic.",{"type":108,"content":1347},[1348],{"text":1349,"type":112},"The scenarios explain opportunities and risks and thus support the strategic planning of the entire company. The scenario technique also creates transparency and traceability in the project.",{"type":108},{"type":108,"content":1352},[1353,1355,1359,1361,1362],{"text":1354,"type":112},"Through the ",{"text":1356,"type":112,"marks":1357},"early detection",[1358],{"type":115},{"text":1360,"type":112}," influences on the project, preventive action can be taken.",{"type":133},{"text":1363,"type":112},"This means that potential problems can be addressed at the project planning stage and taken into account in the planning.",{"type":108},{"type":108,"content":1366},[1367,1371,1373,1374,1376,1377,1379],{"text":1368,"type":112,"marks":1369},"Wrong decisions ",[1370],{"type":115},{"text":1372,"type":112},"can be avoided thanks to the forecasts. They predict in detail how influencing factors will affect the outcome.",{"type":133},{"text":1375,"type":112},"But: It is not a crystal ball.",{"type":133},{"text":1378,"type":112},"It is not about predicting the future in as much detail as possible, but about combining the most diverse possible developments to create images of the future. Basically, the answer is:",{"text":1380,"type":112,"marks":1381}," \"What if...?\"",[1382],{"type":115},{"type":108},{"type":108},{"type":102,"content":1386},[1387],{"type":105,"content":1388},[1389],{"type":108,"content":1390},[1391],{"text":1392,"type":112,"marks":1393},"A funnel on a timeline",[1394],{"type":115},{"type":108,"content":1396},[1397,1399,1400,1402,1403],{"text":1398,"type":112},"A visualization of several alternative ideas of the future and the ways to get there is illustrated with a funnel lying from the starting point.",{"type":133},{"text":1401,"type":112},"You can imagine it like this:",{"type":133},{"text":1404,"type":112},"The current starting point of your project is the narrow part of the funnel. The situation there is relatively clear and manageable. The view from the current state, i.e. the narrow part of the funnel, becomes wider and wider from the present to the future. This is because unforeseeable influences and developments naturally increase in the future, which is visualized in the growing radius of the funnel.",{"type":108},{"type":108,"content":1407},[1408,1409],{"type":133},{"text":1410,"type":112},"The structure for developing the scenario technique is divided into 6 phases.",{"type":108},{"type":102,"content":1413},[1414],{"type":105,"content":1415},[1416],{"type":108,"content":1417},[1418],{"text":1419,"type":112,"marks":1420},"Phase 1: Description of the current situation",[1421],{"type":115},{"type":108,"content":1423},[1424,1426,1427,1429,1430,1432,1433],{"text":1425,"type":112},"The initial situation and objectives of the project are described in detail here. The most important questions to be answered are",{"type":133},{"text":1428,"type":112},"What is the project about?",{"type":133},{"text":1431,"type":112},"What are the challenges?",{"type":133},{"text":1434,"type":112},"What is the current situation?",{"type":108},{"type":102,"content":1437},[1438],{"type":105,"content":1439},[1440],{"type":108,"content":1441},[1442],{"text":1443,"type":112,"marks":1444},"Phase 2: Influencing factors",[1445],{"type":115},{"type":108,"content":1447},[1448,1450,1451,1453,1454,1456,1457,1459,1460],{"text":1449,"type":112},"This step is about collecting influencing factors and determining their influence on the project. Important questions that are worked out here:",{"type":133},{"text":1452,"type":112},"What promotes the project?",{"type":133},{"text":1455,"type":112},"What inhibits it?",{"type":133},{"text":1458,"type":112},"Costs, human resources and competitors?",{"type":133},{"text":1461,"type":112},"A mind map is a simple and clear way of working through this phase.",{"type":108},{"type":102,"content":1464},[1465],{"type":105,"content":1466},[1467],{"type":108,"content":1468},[1469],{"text":1470,"type":112,"marks":1471},"Phase 3: Figures, data and facts",[1472],{"type":115},{"type":108,"content":1474},[1475],{"text":1476,"type":112},"Concrete figures, data and facts are assigned to phase 2. The aim of this phase is to enrich the model with facts in such a way that a development over time becomes recognizable.",{"type":108},{"type":102,"content":1479},[1480],{"type":105,"content":1481},[1482],{"type":108,"content":1483},[1484],{"text":1485,"type":112,"marks":1486},"Phase 4: Scenario development",[1487],{"type":115},{"type":108,"content":1489},[1490],{"text":1491,"type":112},"The heart of the method. Based on the previous steps, two \"extreme scenarios\" are first developed here: positive and negative. The trend scenario already mentioned is the \"business as usual\" scenario and therefore plays a less interesting role here. The presentation of the two scenarios should be as clear as possible.",{"type":108},{"type":102,"content":1494},[1495],{"type":105,"content":1496},[1497],{"type":108,"content":1498},[1499],{"text":1500,"type":112,"marks":1501},"Phase 5: Evaluate",[1502],{"type":115},{"type":108,"content":1504},[1505,1507,1508,1510,1511],{"text":1506,"type":112},"Which are the most likely scenarios?",{"type":133},{"text":1509,"type":112},"Which are extremely unlikely?",{"type":133},{"text":1512,"type":112},"This is where a ranking is determined and which scenarios will be used in the final phase.",{"type":108},{"type":102,"content":1515},[1516],{"type":105,"content":1517},[1518],{"type":108,"content":1519},[1520],{"text":1521,"type":112,"marks":1522},"Phase 6: Measures",[1523],{"type":115},{"type":108,"content":1525},[1526,1528,1529],{"text":1527,"type":112},"The final phase consists of deriving measures and activities from the probable scenarios. Starting points that influence the outlined development are developed here.",{"type":133},{"text":1530,"type":112},"Who can do what specifically to drive the development forward?",{"type":108},{"type":108,"content":1533},[1534,1538,1539,1541,1542],{"text":1535,"type":112,"marks":1536},"Conclusion:",[1537],{"type":115},{"type":133},{"text":1540,"type":112},"The forecasts provide certainty about the future, because if you are prepared for everything - what could possibly go wrong? in 99% of cases (with really precise planning) you are prepared for all eventualities, but something can always happen that you could not have foreseen. When has the weather forecast, which looks weeks or even months into the future, ever been 100% correct?",{"type":133},{"text":1543,"type":112},"As already mentioned, the scenario technique is not a crystal ball that shows you the future. Nevertheless, it can be steered in certain directions and possible scenarios can be considered. Like a crossroads, it points out some paths on which we may be able to recognize obstacles from a distance. You become aware of them even before you have chosen the path.","The scenario technique in marketing",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":1547},[1548],{"type":108,"content":1549},[1550],{"text":214,"marks":1551},[],[1553],{"_uid":1554,"title":1555,"ogImage":1556,"ogTitle":1555,"component":41,"description":1557,"ogDescription":1557},"1767a9ed-0a54-48a3-a3b4-15055a827eb7","We(r)binar: Scenario technique in marketing",{"filename":29},"What is the scenario technique, what are its advantages and disadvantages?",{"id":1559,"alt":29,"name":29,"focus":29,"title":29,"filename":1560,"copyright":29,"fieldtype":39,"is_external_url":34},7176974,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F7360x4140\u002Febc2bf5b7f\u002Fwb_werbinar_szenariotechnik-als-marketingstrategie_63285d47ede6e.jpg",{"id":1559,"alt":29,"name":29,"focus":29,"title":29,"filename":1560,"copyright":29,"fieldtype":39,"is_external_url":34},"die-szenariotechnik-im-marketing","en\u002Farticles\u002Fdie-szenariotechnik-im-marketing",410,[],"345904bc-4bcd-4751-a469-70f292ad66be","2023-04-06T12:29:05.877Z",[],"articles\u002Fdie-szenariotechnik-im-marketing",[1571],{"path":1569,"name":46,"lang":51,"published":46},{"name":1573,"created_at":1574,"published_at":1575,"updated_at":1576,"id":1577,"uuid":1578,"content":1579,"slug":1748,"full_slug":1749,"sort_by_date":46,"position":1750,"tag_list":1751,"is_startpage":34,"parent_id":234,"meta_data":46,"group_id":1752,"first_published_at":1753,"release_id":46,"lang":51,"path":46,"alternates":1754,"default_full_slug":1755,"translated_slugs":1756},"Micro-Influencer: Klein aber OHO!","2024-04-04T14:08:59.314Z","2024-11-11T14:38:59.175Z","2024-11-11T14:38:59.223Z",473003524,"63e73677-4ee0-4554-a929-fc473d17a9b6",{"_uid":1580,"body":1581,"text":1582,"title":1730,"ctaLink":1731,"ctaText":1732,"pageSeo":1738,"category":222,"ctaLabel":223,"ctaTitle":224,"cardImage":1744,"component":20,"coverImage":1747,"ctaSubTitle":229},"1c325282-ad80-4627-86d9-b6aa8fd261c3",[],{"type":99,"content":1583},[1584,1588,1611,1612,1621,1625,1629,1633,1637,1638,1642,1652,1659,1669,1673,1674,1680,1712,1713],{"type":108,"content":1585},[1586],{"text":1587,"type":112},"With micro-influencers, the whole thing works in such a way that the fewer followers the influencer has, the more engagement they can achieve. The size of their subscriber count is between 5,000 and 100,000 followers.",{"type":108,"content":1589},[1590,1591,1593,1597,1599,1603,1605,1606,1608,1609],{"type":133},{"text":1592,"type":112},"Why these smaller accounts can achieve so much more engagement is because they stand out with their ",{"text":1594,"type":112,"marks":1595},"high authenticity",[1596],{"type":115},{"text":1598,"type":112}," and through the ",{"text":1600,"type":112,"marks":1601},"Trust of their loyal, committed community",[1602],{"type":115},{"text":1604,"type":112}," characterized. As social media users become increasingly aware of influencers and their purpose as a paid advertising tool, distrust in larger influencers is growing.",{"type":133},{"text":1607,"type":112},"You can also think of it like this:",{"type":133},{"text":1610,"type":112},"As long as an influencer has a manageable community, the connection to followers is much stronger. The influencer is perceived as a \"normal\" person who is authentic like you and me. However, as soon as an influencer has more followers (macro & mega influencers), communication is no longer as easy. In many cases, these larger influencers are even dependent on their success on social media and often earn their living there. This is often the reason why they are often accused of \"selling themselves\". And are therefore no longer as authentic.",{"type":108},{"type":108,"content":1613},[1614,1618,1619],{"text":1615,"type":112,"marks":1616},"Micro, macro, mega?",[1617],{"type":115},{"type":133},{"text":1620,"type":112},"The type of influencer depends on one factor: the number of followers. Accordingly, the influence of an influencer. They are divided into four categories:",{"type":108,"content":1622},[1623],{"text":1624,"type":112},"Nano-influencers: approx. 1,000 - 5,000 followers",{"type":108,"content":1626},[1627],{"text":1628,"type":112},"Micro-influencers: approx. 5,000 - 100,000 followers",{"type":108,"content":1630},[1631],{"text":1632,"type":112},"Macro-influencers: approx. 100,000 - 1,000,000 followers",{"type":108,"content":1634},[1635],{"text":1636,"type":112},"Mega-influencer: approx. 1,000,000 + followers",{"type":108},{"type":108,"content":1639},[1640],{"text":1641,"type":112},"However, relying on the number of followers alone is not very effective. This is because they are easy to manipulate. Other key figures should therefore also be taken into account:",{"type":102,"content":1643},[1644],{"type":105,"content":1645},[1646],{"type":108,"content":1647},[1648],{"text":1649,"type":112,"marks":1650},"Engagement rate",[1651],{"type":115},{"type":108,"content":1653},[1654,1656,1657],{"text":1655,"type":112},"Larger accounts generally have lower engagement. This is because the scatter loss is simply higher here. The probability of inactive users among the followers is higher.",{"type":133},{"text":1658,"type":112},"A high engagement rate shows that the content is relevant for a community. You can often identify with these small influencers yourself. So when it comes to building trust, micro & nano influencers have the edge.",{"type":102,"content":1660},[1661],{"type":105,"content":1662},[1663],{"type":108,"content":1664},[1665],{"text":1666,"type":112,"marks":1667},"Reach \u002F impressions",[1668],{"type":115},{"type":108,"content":1670},[1671],{"text":1672,"type":112},"If you compare large, well-known accounts with smaller ones, it is clear that the big ones reach millions of followers. It would take hundreds to thousands of nano or macro influencers to achieve a comparable rate. So when it comes to increasing brand awareness, macro or mega influencers are a much better choice.",{"type":108},{"type":108,"content":1675},[1676],{"text":1677,"type":112,"marks":1678},"Reasons for micro influencers",[1679],{"type":115},{"type":102,"content":1681},[1682,1688,1694,1700,1706],{"type":105,"content":1683},[1684],{"type":108,"content":1685},[1686],{"text":1687,"type":112},"Consumers have been proven to trust their recommendations more than the recommendations of macro-influencers and celebrities, but also more than those of unknown people.",{"type":105,"content":1689},[1690],{"type":108,"content":1691},[1692],{"text":1693,"type":112},"Collaborations are much cheaper than with larger influencers and are largely based on free products.",{"type":105,"content":1695},[1696],{"type":108,"content":1697},[1698],{"text":1699,"type":112},"They are considered experts in their community of interest and usually address a specific niche target group, although they themselves are part of this target group.",{"type":105,"content":1701},[1702],{"type":108,"content":1703},[1704],{"text":1705,"type":112},"Their proximity to the community makes them target group experts, which creates new opportunities to further develop the brand.",{"type":105,"content":1707},[1708],{"type":108,"content":1709},[1710],{"text":1711,"type":112},"Micro-influencers attach great importance to producing content with quality and regularity in a highly creative manner.",{"type":108},{"type":108,"content":1714},[1715,1718,1719,1721,1728],{"text":1213,"type":112,"marks":1716},[1717],{"type":115},{"type":133},{"text":1720,"type":112},"Macro-influencers now sound as if they are the better choice. But the reality is rarely just black or white. Consider which type of influencer is better suited to your goals. Influencer marketing definitely has great potential and should no longer be underestimated these days. If you want to find out more about influencer marketing, please visit ",{"text":1722,"type":112,"marks":1723},"this",[1724,1726],{"type":124,"attrs":1725},{"href":640,"uuid":29,"anchor":29,"custom":29,"target":127,"linktype":128},{"type":1727},"italic",{"text":1729,"type":112}," Article!","Micro-influencers: Small but OHO!",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":1733},[1734],{"type":108,"content":1735},[1736],{"text":214,"marks":1737},[],[1739],{"_uid":1740,"title":1741,"ogImage":1742,"ogTitle":1741,"component":41,"description":1743,"ogDescription":1743},"e7ef5383-bc01-4a55-8918-be75fb2d720c","We(r)binar: What are micro-influencers?",{"filename":29},"How do they differ from \"normal\" influencers? What advantages do you gain from influencer marketing?",{"id":1745,"alt":29,"name":29,"focus":29,"title":29,"filename":1746,"copyright":29,"fieldtype":39,"is_external_url":34},7176756,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x533\u002Fcc936e0926\u002Fwb_werbinar_micro-influencer.jpg",{"id":1745,"alt":29,"name":29,"focus":29,"title":29,"filename":1746,"copyright":29,"fieldtype":39,"is_external_url":34},"micro-influencer-klein-aber-oho","en\u002Farticles\u002Fmicro-influencer-klein-aber-oho",340,[],"f0d31555-1031-4620-951b-5606a8843408","2023-04-06T11:37:34.950Z",[],"articles\u002Fmicro-influencer-klein-aber-oho",[1757],{"path":1755,"name":46,"lang":51,"published":46},{"name":1759,"created_at":1760,"published_at":1761,"updated_at":1762,"id":1763,"uuid":1764,"content":1765,"slug":1911,"full_slug":1912,"sort_by_date":46,"position":1913,"tag_list":1914,"is_startpage":34,"parent_id":234,"meta_data":46,"group_id":1915,"first_published_at":1916,"release_id":46,"lang":51,"path":46,"alternates":1917,"default_full_slug":1918,"translated_slugs":1919},"TikTok: Verstecktes Marketingpotenzial?","2024-04-04T14:08:57.986Z","2024-11-11T14:38:58.831Z","2024-11-11T14:38:58.867Z",473003459,"5c399341-9565-4ca8-96c0-fef6decb3b24",{"_uid":1766,"body":1767,"text":1768,"title":1893,"ctaLink":1894,"ctaText":1895,"pageSeo":1901,"category":222,"ctaLabel":223,"ctaTitle":224,"cardImage":1907,"component":20,"coverImage":1910,"ctaSubTitle":229},"75a5cd00-2e4d-48e6-a34a-dc80831da251",[],{"type":99,"content":1769},[1770,1776,1788,1789,1795,1815,1816,1822,1826,1836,1846,1855,1859,1860,1866,1879,1889],{"type":108,"content":1771},[1772],{"text":1773,"type":112,"marks":1774},"What exactly is TikTok?",[1775],{"type":115},{"type":108,"content":1777},[1778,1780,1786],{"text":1779,"type":112},"Originally, what is now TikTok was ",{"text":1781,"type":112,"marks":1782},"musical.ly",[1783],{"type":124,"attrs":1784},{"href":1785,"uuid":29,"anchor":29,"custom":29,"target":29,"linktype":128},"http:\u002F\u002Fmusical.ly",{"text":1787,"type":112}," - a social media app that saw the light of day in the digital world back in 2014. But what exactly does it do? Basically, it's about creating creative videos with music, lip-sync and visual effects. As on all other social media platforms, users can like, comment on and share these posts. It's much more about content than followers, so even newcomers can achieve a lot here.",{"type":108},{"type":108,"content":1790},[1791],{"text":1792,"type":112,"marks":1793},"What makes it interesting for companies?",[1794],{"type":115},{"type":102,"content":1796},[1797,1803,1809],{"type":105,"content":1798},[1799],{"type":108,"content":1800},[1801],{"text":1802,"type":112},"It's still a relatively new platform that you can think of as a creative playground where you can let off steam. The target group is therefore relatively young and dynamic - almost 70% of all users on this platform are between the ages of 16 and 24.",{"type":105,"content":1804},[1805],{"type":108,"content":1806},[1807],{"text":1808,"type":112},"Extensive tools and features deliberately encourage users to try out and implement creative ideas. Particularly creative implementations are therefore also particularly well received by users and spread quickly.",{"type":105,"content":1810},[1811],{"type":108,"content":1812},[1813],{"text":1814,"type":112},"Unlike on Facebook, YouTube and the like, you can build up a very large reach very quickly on TikTok. The number of followers is of secondary importance here, meaning that even newcomers to this field can build up a large community very quickly.",{"type":108},{"type":108,"content":1817},[1818],{"text":1819,"type":112,"marks":1820},"Is TikTok suitable for my company?",[1821],{"type":115},{"type":108,"content":1823},[1824],{"text":1825,"type":112},"As already mentioned, the community is relatively young. But this could change in the next few years (think of the transformation of Facebook).",{"type":102,"content":1827},[1828],{"type":105,"content":1829},[1830],{"type":108,"content":1831},[1832],{"text":1833,"type":112,"marks":1834},"B2C companies",[1835],{"type":115},{"type":108,"content":1837},[1838,1840,1841,1843,1844],{"text":1839,"type":112},"Companies in this sector - especially those with a younger target group - can benefit greatly from TikTok.",{"type":133},{"text":1842,"type":112},"As a small example: the company we all know, Dr. Oetker:",{"type":133},{"text":1845,"type":112},"Their TikTok campaign focused on frozen pizza, which is of course particularly popular with the young target group. However, the company did not follow any trends here, but set one itself: users were called upon to share their transformation from hungry to happy under the hashtag #tackledeinenhunger just in time for the Super Bowl, preferably with an original Dr. Oetker frozen pizza, of course. The hashtag has already been viewed over 915 million times.",{"type":102,"content":1847},[1848],{"type":105,"content":1849},[1850],{"type":108,"content":1851},[1852],{"text":1116,"type":112,"marks":1853},[1854],{"type":115},{"type":108,"content":1856},[1857],{"text":1858,"type":112},"TikTok is also very suitable for recruiting employees. This is because companies can convey feelings about the workplace and show why the person in question should definitely work here.",{"type":108},{"type":108,"content":1861},[1862,1863,1864],{"text":1213,"type":112},{"type":133},{"text":1865,"type":112},"Basically, you should answer the following two questions before getting started:",{"type":108,"content":1867},[1868,1872,1874,1877],{"text":1869,"type":112,"marks":1870},"What goal",[1871],{"type":115},{"text":1873,"type":112}," am I pursuing with TikTok? -Which business objectives",{"text":649,"type":112,"marks":1875},[1876],{"type":115},{"text":1878,"type":112},"should TikTok help me achieve?",{"type":108,"content":1880},[1881,1883,1887],{"text":1882,"type":112},"Which ",{"text":1884,"type":112,"marks":1885},"Target groups ",[1886],{"type":115},{"text":1888,"type":112},"do I want to reach on TikTok - are they even on TikTok?",{"type":108,"content":1890},[1891],{"text":1892,"type":112},"It is important for companies, especially with regard to a young target group, to break new ground and live out the latest trends. TikTok has become an indispensable platform for young target groups in particular. So if you familiarize yourself with the tools today and get excited about the community, you can give yourself a big advantage tomorrow.","TikTok: Hidden marketing potential?",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":1896},[1897],{"type":108,"content":1898},[1899],{"text":214,"marks":1900},[],[1902],{"_uid":1903,"title":1904,"ogImage":1905,"ogTitle":1904,"component":41,"description":1906,"ogDescription":1906},"3d177ef4-d8a1-4050-9f95-e3305fd755fb","We(r)binar: TikTok hidden marketing potential?",{"filename":29},"What's behind the hype? Could the platform become a relevant part of your marketing strategy? Read more in this blog post!",{"id":1908,"alt":29,"name":29,"focus":29,"title":29,"filename":1909,"copyright":29,"fieldtype":39,"is_external_url":34},7176546,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fa116c3d197\u002Fwb_werbinar_tiktok-fuer-unternehmen.jpg",{"id":1908,"alt":29,"name":29,"focus":29,"title":29,"filename":1909,"copyright":29,"fieldtype":39,"is_external_url":34},"tiktok-verstecktes-marketingpotenzial","en\u002Farticles\u002Ftiktok-verstecktes-marketingpotenzial",330,[],"067cd10a-b83e-47a4-b32d-4b828d0b9ae1","2023-04-06T11:36:45.989Z",[],"articles\u002Ftiktok-verstecktes-marketingpotenzial",[1920],{"path":1918,"name":46,"lang":51,"published":46},{"name":1922,"created_at":1923,"published_at":1924,"updated_at":1925,"id":1926,"uuid":1927,"content":1928,"slug":2039,"full_slug":2040,"sort_by_date":46,"position":2041,"tag_list":2042,"is_startpage":34,"parent_id":234,"meta_data":46,"group_id":2043,"first_published_at":2044,"release_id":46,"lang":51,"path":46,"alternates":2045,"default_full_slug":2046,"translated_slugs":2047},"6 Tipps für attraktives Content Marketing","2024-04-04T14:08:53.959Z","2024-11-11T14:38:58.162Z","2024-11-11T14:38:58.200Z",473003257,"05647479-f16b-4fd3-8af7-8919e01807ab",{"_uid":1929,"body":1930,"text":1931,"title":2026,"ctaLink":2027,"ctaText":2028,"pageSeo":2034,"category":222,"ctaLabel":223,"ctaTitle":224,"cardImage":2035,"component":20,"coverImage":2038,"ctaSubTitle":229},"e7f443c4-e812-4dd3-9df9-0286b06cc507",[],{"type":99,"content":1932},[1933,1943,1947,1951,1952,1962,1966,1967,1977,1981,1982,1992,1996,1997,2007,2011,2012,2022],{"type":102,"content":1934},[1935],{"type":105,"content":1936},[1937],{"type":108,"content":1938},[1939],{"text":1940,"type":112,"marks":1941},"Work with meaningful subheadings",[1942],{"type":115},{"type":108,"content":1944},[1945],{"text":1946,"type":112},"Sometimes readers are not explicitly bored by the text - but they are overwhelmed by the mass of content and cannot bring themselves to read every word. It therefore makes sense to divide content into shorter sections. This way, the text is clear at first glance and valuable content is not lost.",{"type":108,"content":1948},[1949],{"text":1950,"type":112},"Subheadings not only help to provide a better overview of the text, but also make relevant passages recognizable to the reader. This allows readers to search for specific information without having to trawl through endless text. Even shorter articles, such as ours, are therefore usually enriched with subheadings.",{"type":108},{"type":102,"content":1953},[1954],{"type":105,"content":1955},[1956],{"type":108,"content":1957},[1958],{"text":1959,"type":112,"marks":1960},"Explain with stories and the familiar",[1961],{"type":115},{"type":108,"content":1963},[1964],{"text":1965,"type":112},"Complex content and events that are difficult to imagine are particularly hard on the reader's attention span. Creating texts in the form of gripping stories or everyday narratives is therefore very important when writing an article. Readers can absorb the content more easily and visualize the circumstances better. The essential information is not only easier to remember, but is also more likely to be retold if it contains funny, interesting or even shocking facts.",{"type":108},{"type":102,"content":1968},[1969],{"type":105,"content":1970},[1971],{"type":108,"content":1972},[1973],{"text":1974,"type":112,"marks":1975},"Avoid complicated technical language",[1976],{"type":115},{"type":108,"content":1978},[1979],{"text":1980,"type":112},"Unless you are in the B2B sector, you will probably be writing for laypeople in your industry 95% of the time. This does not mean that the readers are not familiar with the subject matter, but purely that there is no in-depth specialist knowledge. Excessive use of technical terms is therefore usually out of place. Information that is conveyed in spoken language is not only easier to understand at first, but is also more likely to be remembered for longer.",{"type":108},{"type":102,"content":1983},[1984],{"type":105,"content":1985},[1986],{"type":108,"content":1987},[1988],{"text":1989,"type":112,"marks":1990},"Use images and graphics",[1991],{"type":115},{"type":108,"content":1993},[1994],{"text":1995,"type":112},"This point ties in with the first tip on subheadings. Not only does dividing the text into several short passages help readers to keep track, but also the use of visual content. In addition to better structuring the content, visual aids can usually even make it easier to convey stories and complex information to readers. What's more, visual content is more likely to be remembered than textual information anyway. Images and graphics should therefore not be underestimated and require just as much attention as the selection of the title or the structuring of the content.",{"type":108},{"type":102,"content":1998},[1999],{"type":105,"content":2000},[2001],{"type":108,"content":2002},[2003],{"text":2004,"type":112,"marks":2005},"Offer something useful",[2006],{"type":115},{"type":108,"content":2008},[2009],{"text":2010,"type":112},"If moderately interesting content has only been published because the editorial plan has specified a new article, this is neither exciting for the editors nor for the readers. However, if additional added value can be offered by providing further information on a particular product, shocking statistics or the latest trends, the content is not only more likely to be read from cover to cover, but also more likely to be remembered. Before writing a text, you should therefore always consider your target group. Who is my readership? What interests them? And how can I amaze them?",{"type":108},{"type":102,"content":2013},[2014],{"type":105,"content":2015},[2016],{"type":108,"content":2017},[2018],{"text":2019,"type":112,"marks":2020},"Less is more",[2021],{"type":115},{"type":108,"content":2023},[2024],{"text":2025,"type":112},"The longer the text looks, the less motivated we are to read it. BUT if the content is easy to read, is written fluently and gets straight to the point, we usually don't perceive the content as being that long. It is important to find a good balance between an appropriate text length and clear information transfer. Especially with the increasing use of mobile devices, information must be presented in a short but comprehensible way. Minimal scrolling and a fast reading experience are therefore becoming increasingly important.","6 tips for attractive content marketing",{"id":29,"url":206,"email":206,"linktype":207,"fieldtype":208,"cached_url":206},{"type":99,"content":2029},[2030],{"type":108,"content":2031},[2032],{"text":214,"marks":2033},[],[],{"id":2036,"alt":29,"name":29,"focus":29,"title":29,"filename":2037,"copyright":29,"fieldtype":39,"is_external_url":34},7176480,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F4677x2631\u002F010f21bd6e\u002Fwb_werbinar_6-content-tipps.jpg",{"id":2036,"alt":29,"name":29,"focus":29,"title":29,"filename":2037,"copyright":29,"fieldtype":39,"is_external_url":34},"6-tipps-fuer-attraktives-content-marketing","en\u002Farticles\u002F6-tipps-fuer-attraktives-content-marketing",310,[],"bccb7bb2-605a-4b62-8a2d-0d76b5b12918","2023-04-06T11:33:26.947Z",[],"articles\u002F6-tipps-fuer-attraktives-content-marketing",[2048],{"path":2046,"name":46,"lang":51,"published":46},59,[222,6,2051,2052,2053,2054,2055,2056],"Services","Techday","Förderung","Design","Web","Neuigkeiten"]