With the help of this working paper it has been shown how a Berlin-based business incubator in the
online and mobile gaming industry may design its employer brand in order to ensure the long-term
supply with software engineers in the face of a shrinking labor force and a highly competitive labor
market, which is more and more dominated by applicants. It has been made clear that the creation of
a positive employment experience for current employees from the target group must precede the formulation
and communication of a realistic employer brand promise. Hence, employer branding is a
long-term and strategic process.