What is Employer Branding?

You think to yourself..."branding" is already abstract enough.

So what exactly is an Employer Brand?

It’s not exactly straightforward and can be defined as the aggregate reputation of a company as a (potential) employer.

Essentially, it should shed light on:

- What it is like working here (employee experience)

- Why a candidate should apply and want to work here (culture, benefits, style)

An IG rant or gossip session may decrease your likelihood of applying to X. Similarly, a friend may have referred you to an opening because they appreciate how company Y gives back.

EB is also the strongest glue to align a team’s understanding of what they put in and get out of being in the same company. By clarifying values, mission, and essence as an employer - your employees unify, in turn attracting the right talent and improving engagement.

Sounds super niche and nerdy? Well, it shouldn’t be! Believe it or not, your company already has an employer brand. It lives and breathes through your previous, current, and potential hires. It will continue to be an everlasting project as long as your company still stands.

So...who can help shape EB? Yes, it’s more of an emotion and chasing coherence rather than just words. Which makes it way more fun and purposeful!

Essentially...it's a lot of cross-departmental communications.

C-suite leaders really lay down the vision and set the foundations.

HR gives insight on candidate experience, recruitment goals, competitor benchmarking, and benefit policies.

Marketing - activation of content and social strategy and maintenance of websites to convey the messaging and essence.

Communications/ PR - managing reputation and media coverage, change management.

Corporate branding - making sure the customer brand is in-line to what you preach to your employees.

Why an EB strategist, then?

Someone has to take ownership, manage all of the stakeholders, CARE and DRIVE things forward. Oh, and you need the time to dedicate to this “abstract”, forever evolving function in your company.

Have any questions? Leave a comment or book a discovery call to chat more!

#employerbranding #covid19 #employeeengagement