Employer Branding 4.0 – The digital agenda for employer attractiveness


Digitization is forcing companies to change their strategy, business model, organization, processes and corporate culture to remain competitive. The implementation of digital technologies opens up new options for designing work content, the process and the organization of work and collaboration in the company. The digital transformation thus has a direct influence on the working environment and the employees in it. “New Work” includes new working tasks and professions, agile working methods, new collaboration techniques and new leadership styles. This organizational and cultural change has an impact on employer values and the design of the employer brand. This key note will cover the points that should not be missing on a digital agenda of employer branding.


Dr. Michael Ruf, Professor for International HR-Management, University Heilbronn