Employer Branding

What is employer branding?

Employer branding is the process of cultivating a positive reputation to attract and retain talented employees.

The corporate brand is the public’s perception of a company, while the employer brand is the public’s perception of the experience of working for the company. Both are similar but not necessarily identical. Employer branding is a nuanced and multi-faceted concept.

Importance of a Positive Employer Brand

LinkedIn reports that 75% of job seekers will research an organization’s reputation before applying for a job. Potential applicants can look at Glassdoor and other employer review sites to read reviews from current and former employees. The corporate website and social media sites can also help express the employer brand. A bad reputation increases cost-per-hire by 10% or more, according to Harvard Business Review .

In today’s increasingly competitive job market, a positive employer brand is critical. Without one, hiring and retaining the best employees becomes challenging — and costly. You need talented, leadership-bound workers to drive your business forward, and the best way to find them is to cast the impression that your company is a great place to work. LinkedIn

Ways a Company can Improve Their Employer Brand (SHRM)

  1. Identify your company’s:
    • Mission
    • Values
    • Culture
  2. To determine if existing employees believe the elements in step 1, interview a representative group of employees from all business functions.
  3. Review employee feedback regarding why they like working at the company and what could be improved.
  4. Identify the hard and soft skills possessed by the highest performing employees. Use this information to create applicant personas that fit your organization’s needs.
  5. Write an Employer Value Proposition that articulates the employer brand
  6. Develop an employee marketing strategy using the Employer Value Proposition. Tailor your messaging to appeal to your target personas.
  7. Align all HR and management practices with the employer brand. (SHRM)

See also

Additional resources