Dieter Scharitzer, Dr.

Marketing expert specializing in employer branding. Assistant Professor at the Institute for Marketing Management at WU Vienna and, as Director of the Executive Academy, leads several programs (Marketing & Sales, Employer Branding). Managing Director of "TQS Research & Consulting" and serves as a keynote speaker on current specialist topics.

Employer branding—often misunderstood—is not a recruitment tool for new employees and not just a campaign; rather, it means understanding, communicating, and making the company’s values and culture tangible—internally and externally!

My consulting work is based on university-acquired knowledge, trends in marketing and communication on current research topics at the WU, and – especially regarding Employer Branding – on numerous management consultancies where strategic solution approaches were developed and implemented.  

Only a holistic view of a company's brands leads to a comprehensive strategy and sustainably successful brand development.

In addition to the company brand (Corporate Brand), which acts in public as the bearer of messages for various stakeholders and target groups, product and service brands (Customer Brand) that reflect the offering, as well as the employer brand (Employer Brand) must be considered.

Everything interacts – brand positioning and the associated communication target leaders and employees internally, the job market externally, and of course, customers and business partners.

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The process begins with the development of the brand core, based on relevant "customer and candidate insights", followed by target group management, the development of a brand message, and the creation of communication as an employer.

Particularly, the topic of Employer Branding requires a holistic view and the interplay of diverse strengths and experiences:

  • the strategic approach and the understanding of the power of the brand

  • the input from various quantitative and qualitative market research tools, which is essential for a high-profile employer brand message

  • the implementation competence and strength to ultimately present the company in internal and external perception as a relevant and attractive employer.


In small, efficient teams of experts from IQONIC, we can develop strategic brand management, organizational development, as well as internal & external communication, integrated into a successful Employer Brand, and accompany your company on the path to becoming a highly attractive employer.

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If the image of a company’s products or services represents its face, then its employees are its heart and soul. For customers to experience a brand, employees must embody that brand.