Rahmenvertrag Personalmarketing und Employer Branding

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The University of Trier, like all public education and research institutions, is facing an increasingly competitive situation on the labour market for specialists and managers. Qualified applicants—particularly in the fields of science, IT, administration and technical services—are being approached by a large number of employers from the private sector and the public sector. The increased need for professional personnel marketing requires an approach that is operationally relieving, qualitatively consistent, design- and channel-independent in its implementation, and strategically compatible with the university’s new brand concept. To date, the university’s personnel marketing activities have essentially been limited to the operational posting of job advertisements in print and online media. An overarching employer branding strategy, a defined Employer Value Proposition (EVP), and systematic, data-driven recruiting marketing have hitherto been missing. With the completion of the brand process during the course of 2026, the university will, for the first time, create a well-founded basis for strategically coherent employer communication. The agency to be awarded the contract must…

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