Why Regional Loyalty Matters Today
In an increasingly globalized work environment, regional loyalty is regaining importance for many talents. Families, commuters, and older employees especially appreciate employers who are locally present and committed to their communities.
For you as an HR professional or employer, this offers a great opportunity: Those who position themselves as a "Local Hero" not only gain trust but also win the hearts of potential candidates.
Regional loyalty means more than just having a local office. It’s about actively participating in community life, maintaining local networks, and taking responsibility for the region. This creates identification and loyalty – among both current employees and potential new talents.
Local Networks as a Talent Source
Collaborating with local educational institutions, clubs, and initiatives can be an effective way to identify and engage talents early on. Internships, dual study programs, or joint projects with schools and universities create touchpoints and allow you to inspire young people for your company.
Supporting local events or social projects also demonstrates your commitment to the region and increases your employer brand’s visibility. Employees who see that their employer supports their community are more likely to identify with the company and become authentic brand ambassadors.
Home Office and Coworking: Flexibility with a Regional Connection
The ability to work flexibly is a decisive factor for many talents when choosing an employer. But flexibility doesn't have to mean losing regional ties. Quite the opposite: By setting up coworking spaces in rural areas or collaborating with existing facilities, you can offer your employees the benefits of home office while maintaining a strong local presence.
Such models reduce commuting times, promote work-life balance, and allow you to attract talents who don’t live near the main office. At the same time, you remain visible and active in the region as an employer.
Successful "Local Hero" Campaigns: Real-World Examples
Several companies have already shown how regional loyalty and employer branding can go hand in hand:
- Bäckerei Müller from the Black Forest emphasizes traditional craftsmanship and uses local ingredients in their communication. By working closely with regional suppliers and supporting village festivals, they have become an integral part of the community.
- TechSolutions, an IT company in Bavaria, offers employees the option to work in local coworking spaces and is active in regional educational projects and startup initiatives.
- HolzDesign, a furniture manufacturer from North Rhine-Westphalia, collaborates with local schools and regularly offers workshops. By actively participating in regional fairs and events, they stay in touch with local talents and attract them to the company.
These examples show that strong regional presence not only boosts your image but also helps you attract and retain employees more effectively.
Tips for Your Regional Employer Branding Strategy
If you want to strengthen your employer brand regionally, consider the following actions:
- Partnerships with educational institutions: Offer internships, workshops, or guest lectures at schools and universities.
- Support for local events: Sponsor sports clubs, participate in town festivals, or organize your own events.
- Communicating regional values: Highlight your connection to the region in your communications, e.g., through employee stories or the origin of your products.
- Flexible work with a regional touch: Enable home office or work in local coworking spaces to reach talents outside your immediate area.
- Engagement in social projects: Show responsibility by supporting charitable initiatives or environmental projects in the region.
Conclusion: Regionality as a Key to Employer Attractiveness
In a world that is becoming more connected and digital, many people long for roots and belonging.
As an employer, you can meet this need by consciously positioning yourself regionally and getting involved in your community.
The benefits are clear: stronger employee loyalty, higher attractiveness for local talents, and an authentic, credible employer brand.
