5 questions for … Mariela about her job in employer branding
Published on: March 24, 2025
Employer branding is more than just a trend, it is the key to promoting the company as a great place to work. In a world where candidates can choose from a multitude of employers, it is crucial to address the right target group through well-aimed communication strategies and innovative personnel marketing measures. In her testimonial, Mariela describes the path that led her into employer branding, her responsibilities and her views on zeb’s work culture.
What inspired you to specialize in employer branding?
After completing my Bachelor’s degree in 2016, I decided to enhance my skills by doing an HR internship abroad. These four months were crucial: I discovered my passion for this area and wanted to deepen my knowledge in a Master’s program. So I started a Master’s in Business Administration with a focus on Human Resources.
In the course of the program, I was given the opportunity to complete an internship at zeb in recruitment and personnel marketing. During this time, I particularly enjoyed the perfect mix of classic recruiting tasks and creative projects. That’s why I was all the more pleased when I was offered a permanent position after my internship. When I joined in March 2020, my new role included graduate recruitment for Germany as well as recruitment for the internal departments. This gave me the chance to continue the highly appreciated mix of administrative and creative tasks in my permanent position.
Over the years, I developed a liking for directly communicating with potential candidates, for dealing with different generations and for solving strategic issues in employer branding. This led me to focus entirely on employer branding. In my view, employer branding is a powerful tool for strengthening the employer brand and standing out in the competition for the best talent.
What are your everyday tasks?
In my role as team lead, I am responsible for the staff and all activities of our Employer Branding team. My main focus is on strategically aligning our employer brand. To strengthen it, we need to emphasize the unique values and benefits that zeb offers as an employer. In doing so, we always aim at establishing zeb as a “home for talents”: a place where everyone has the opportunity to develop and a long-term perspective to be successful.
In our team, I also take on the role of IT Marketing Specialist, so I’m responsible for all marketing measures aimed specifically at IT talent and take care of event management, trend research, campaign design and content creation.
What has been your favorite project so far and why?
My favorite project so far has been the redesign of our career website in 2020. This was my first major project that required several months of close project team collaboration. Prioritizing the most important topics gave our team the opportunity for an in-depth analysis of our target groups, which I found very exciting, especially as a newcomer. Due to the variety of topics that a career website should offer, I was also able to delve into different subject areas and enhance my network within the company.
Why is your area becoming ever more important?
Employer branding is becoming increasingly important because companies are struggling more than ever to attract and retain the best talent. A strong employer brand clearly communicates the unique advantages of a company and aims at setting it apart from others. Applicants value authentic communication and realistic insights into the corporate culture. This is precisely where our employer branding team comes in, implementing a wide range of measures to position zeb as an attractive employer in the relevant target groups.
How would you describe the work culture at zeb?
The work culture at zeb is characterized by a friendly and approachable atmosphere that promotes the exchange of ideas. Colleagues are warmly welcomed and encouraged to contribute their own thoughts and actively participate in shaping our employer brand. Thanks to our dynamic corporate culture, we can react flexibly to changes and develop innovative solutions. This environment not only creates trust, but also inspires continuous progress and, from my perspective, makes zeb a modern employer.
Mariela´s report about Employer Branding at zeb did raise your interest? Click here to find further information about your career opportunities.
