Excellence Through Diversity - Increasing Employer Attractiveness Through Diversity-Sensitive Employer Branding and HR Marketing
Employer branding and personnel marketing communicate KIT's attractiveness as an employer to the outside world. Targeted measures are used to sharpen this - especially for the recruitment of women and top international talent - and to expand diversity-sensitive recruitment. The project, funded by the Helmholtz Association, was successfully acquired in September 2023 and implemented by DE STS and PEBA from 2024.
At KIT, we are aware of the diversity of our employees and students and actively promote it. Science in particular thrives on diverse approaches, perspectives and expertise in order to meet the global challenges of our time, such as the energy crisis, climate change or the question of what the mobility of the future will look like. KIT sees presenting itself as a diversity-sensitive and open employer as a key success factor in recruiting personnel. A diversity-sensitive recruitment process is therefore needed to fully exploit the potential of potential applicants.
The project deliberately considers the external impact of employer branding and personnel marketing and the attractiveness of the employer conveyed by these. At this point, we see untapped potential, particularly for the recruitment of women and top international talent, which is to be further exploited by sharpening the employer brand and the targeted expansion of diversity-sensitive recruitment. The project is divided into two funding phases, each of which has its own focus in order to expand diversity-sensitive recruitment processes at KIT.
Employer branding: In the first funding phase, the focus is on the development of an employer branding coordinated within KIT, which will become effective in the course of brand development. In particular, women and internationals (in accordance with KIT's internationalization strategy and diversity statement) are to be addressed. Among other things, the strategy development of the employer brand for different KIT target groups and the expansion of a diversity-sensitive target group approach will be implemented here.
Personnel marketing: In the second funding phase, personnel marketing is to be expanded in a diversity-sensitive manner and made usable for the organization. Here, too, the main target groups are internationals and women, for example through the creation of advisory services for diversity sensitization and qualification for interested managers and persons with personnel marketing responsibility in the organizational units.
