From a sterile image to a vibrant brand: Why pharma needs to focus on employer branding

Inspiring stories of innovation and creative projects that arise in an environment that offers space for ideas – at Google, the focus is on the personal growth of employees. Patagonia, on the other hand, focuses on sustainability and social responsibility, with anecdotes from the team who are passionate about environmental protection. Salesforce focuses on a culture of inclusion and social engagement, and shows how employees around the world are using technology to improve lives.

So what do companies like Google, Patagonia and Salesforce have in common? They are leaders in employer branding.

In a competitive job market where many companies are suffering from staff shortages, a strong employer brand can make all the difference in recruiting. This is especially true in the pharmaceutical and healthcare industries, where events such as the COVID-19 pandemic and the rise of AI have significantly increased the demand for qualified professionals. Whereas salary used to be the main reason for choosing a new job, talented people nowadays pay much more attention to benefits and soft factors. Among other things, the meaningfulness of the work, the corporate culture and personal development opportunities are at the heart of the decision.

It is therefore clear that the pharmaceutical industry, known for secure employment, flexible working hours and good salaries, can no longer rely solely on its previous reputation. Attracting new talent and retaining experienced specialists are the challenges that need to be overcome.

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Why is employer branding important for the pharmaceutical industry?

A concise employer brand helps to stand out from the competition and attract the best talent. However, this not only strengthens the trust of potential employees, but also the loyalty of the existing workforce. Strong employer branding makes a company attractive to applicants and makes the recruitment process much easier. Employees who ultimately identify with their company are more loyal and stay longer. Lower fluctuation and more efficient recruitment in turn save costs. A positive employer image generally strengthens the overall branding and can therefore also improve customer loyalty.

However, active communication is crucial in order to inform potential applicants about the strengths and opportunities within the company.

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Focus on humanity: How storytelling makes pharmaceutical companies more attractive

The pharmaceutical industry and its working environment are often perceived as sterile and impersonal. Many professionals associate the industry with high pressure to perform. This can also be seen as an opportunity for communication. Through targeted storytelling, companies can show a more human and accessible side. Stories from employees about their experiences not only create a direct connection to potential applicants, but can even positively change the image of the industry.

This is because pharmaceutical companies are competing for talent with other innovative sectors such as the technology and biotech industries. Here they need to emphasize their unique advantages and development opportunities. Clear communication about ethical responsibility and social contributions can also help to increase a company’s attractiveness.

Probably the most successful example of good employer branding in the pharmaceutical industry – and number one in our current storytelling report of the top employer brands – is Bayer. This is exactly where the company comes in with its “Be You. Be Bayer.” campaign, which focuses on innovative strength and change. To support this, the pharmaceutical giant is making targeted use of social media to provide insights into working life at Bayer AG. The focus here is on communicating the company’s own strengths and values in order to create an emotional connection with the target group.

On the careers page, the company also provides comprehensive information about working conditions, further training opportunities and career paths, giving potential applicants a clear overview. The personal accounts of employees who share their experiences and successes at the large corporation are particularly effective. These stories create trust and identification and show the diverse development opportunities within the company.

Annika Schreiber, Global Head of Employer Branding at Bayer, explains how the pharmaceutical company manages to bring new talent on board with targeted targeting and its own employees as brand ambassadors in a podcast episode of our “Praxis-Talk: Brand Storytelling”: Employer Branding in the Pharmaceutical Industry

Pharmaceutical industry in transition: flexibility and sustainability as success factors

The future of employer branding in the industry is characterized by technology trends and the increasing desire for flexibility. Remote working and flexible working models are becoming increasingly important. Sustainability is also becoming increasingly important. Involvement in ecological and social projects therefore significantly strengthens the company’s image. Pharmaceutical companies that take responsibility in the long term and communicate this to the outside world can position themselves as attractive employers.

One company that recognized this trend early on is Roche. The company has made a name for itself through numerous initiatives in the area of environmental and climate protection and actively communicates this commitment to the outside world. In 2019, for example, the participatory group EcoLogicals was founded under the hashtag #damitwasbleibt. The aim is to pool knowledge, exchange ideas and actively protect the environment. Potential applicants are regularly picked up on social media or the website and encouraged to get involved.

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Conclusion: Employer branding as a panacea against the shortage of skilled workers

Employer branding is more than just a buzzword in the pharmaceutical industry – it is the key to long-term success. Authentic storytelling, targeted employee development measures and recognizing future trends help companies to attract and retain the best talent. In an industry that is constantly evolving and facing new challenges, a strong employer brand is essential to remain successful.

These approaches enable pharmaceutical companies not only to attract top specialists, but also to build a loyal and motivated workforce. A strong employer brand is then not only a competitive advantage, but also a significant contribution to securing the company’s long-term success in the industry.

Find out how successful reputations in the pharmaceutical industry can be turned into sustainable retention in our blogpost: The Recruiting Recipe: Why pharmaceutical employers need listening as an active ingredient