Positive candidate experience and employer brand : of the case company Mercateo

Due to the demographic change and an increased transparency, there is a war of talents between companies. A company needs to create a competitive advantage in the labour market in order to attract and retain qualitative employees. The research investigates possible advantages of the candidate experience and employer brand. Additionally, it aims to find a possible connection between the candidate experience and employer brand of a company. The theoretical framework of the candidate experience and employer brand show, that the implementation and analysis of both can help a company differentiate itself. It also displays the current demand of German candidates on employers. The candidate experience and employer branding strategy of the German company Mercateo is analysed. Additionally, a questionnaire of new employees assesses the effectiveness of the strategies. The empirical data shows the positive effects of the measures Mercateo implements during their recruitment process and employer branding. The key findings also imply a relationship between the candidate experience and employer brand of the company