Internal employer branding is about increasing the loyalty of existing employees to the company. The aim is to promote satisfaction, commitment and trust. In order to strengthen the employer brand internally, communication campaigns, employee recognition measures and further training opportunities can be used. External employer branding, on the other hand, is aimed at potential applicants; the goal is to attract talented specialists through clever positioning. Measures such as performance marketing campaigns, a sophisticated content and social media strategy or image films are suitable for this purpose.