What is Employer branding?

Employer branding refers to how a company is perceived as a workplace and employer by its current, past, and potential future employees. Just as a company has its consumer brand, it also possesses its employer brand – a reputation as an employer.

What does employer branding mean for your company?

Establishing a positive and transparent employer brand can help your company stand out, enhance employee engagement, and create a common foundation to achieve your goals.

But – engaging in developing your employer branding and company culture isn’t just about ensuring the well-being of the employees, although that’s a positive side effect. It’s about empowering your employees and organization to work towards shared strategic goals and attracting new candidates who share your values and are eager to contribute to the journey.

The role of social media in employer branding

As digital media entered the job search landscape, the expectations and behaviour of gathering information have undergone a significant transformation – mainly due to the influence of social media. Nowadays, we’re accustomed to accessing information about nearly anything at any time and exactly when we want it.

According to LinkedIn’s survey “The ultimate list of employer brand statistics,” the lack of information and limited insight into company cultures is what truly stands as the most significant obstacle candidates face in their job search.

When potential employees lack certainty about your company’s stance as an employer, a substantial risk emerges – the chance to engage with these candidates may never materialize. Consequently, fewer talented individuals may consider your company as a potential employer.

Would you purchase a house without seeing its interior?

The real estate sector has long recognized this principle. Prospective homebuyers aim to gather as much information as possible about a house before purchasing. The realtor’s strategy of sharing photos, videos, and open house invitations (nowadays, often digitally), even though only a minority of these viewers will eventually purchase, is grounded in this concept. Only one buyer will win.

In the context of job hunting today, the same anticipations arise. We expect to access comprehensive information about the job and the company we’re considering investing our valuable time and effort into. Honestly, would you buy a house without seeing its interior? Of course, you wouldn’t.

Four reasons to invest in your employer brand

Engaging in your employer brand is a valuable investment for all companies, regardless of size, aiming to compete in today’s job market and establish a solid and successful business. Below, we’ve listed more benefits of a strong employer brand.

1. Attracting top-tier talent

A strong employer brand can help your company stand out in a competitive job market and attract talented candidates who share your values and goals.

2. Retaining existing staff

A positive employer brand that fosters a sense of community can also help you retain your employees by making them feel valued, engaged, and motivated to stay.

3. Enhancing employee motivation

Investing in your employer brand can also enhance employee well-being and engagement, improving performance and increasing productivity.

4. Creating a positive reputation

Furthermore, it can improve your company’s overall reputation and image, making it more appealing to potential employees and customers, partners, and investors.

Here’s an overview of the different components within the model:

• At the top of the pyramid, you’ll find the organization’s Purpose – your company’s overarching goal or guiding principle, addressing questions such as: Why does our company exist? How do we contribute to a better world?

   

• On the next level lies the Values of the organization – the fundamental values underpinning your company’s corporate culture.

   

• Next, you’ll find corporate Behaviors, Activities, and Associations aimed at bringing a corporate culture to life, a culture that truly manifests when we enact and embody our core values in day-to-day interactions.

   

• At the bottom of the pyramid, you’ll find Internal and External Communication– how your company conveys its employer brand and corporate culture to the candidate segments, fostering recognition as an attractive employer among the target audiences you want to attract.

If you want to learn more about how the model works and manifests in real-world scenarios, please don’t hesitate to contact us!