Branding, by definition, is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. In the wider sense It is the emotional and psychological associations that a person makes with your business, product or service.
Whilst we are all familiar with brand, you may not realise that your company has a second brand, related to its primary brand, which is how you’re viewed as an employer. This is your employer brand, which lives and breathes in the minds and hearts of your former, current, and future employees, and is the basis of how you market your company to desired job seekers.
In today’s increasingly competitive job market, a positive employer brand is critical. Without one, hiring and retaining the best employees can be both becomes challenging and expensive. Everything from the salary and benefit packages you offer, to career progression opportunities, the on-site coffee shop, the culture of your company and the way employees are treated can all impact the impression you’re trying to make on potential candidates.
As with all branding, creating a strong employer brand is about good storytelling, considering how you want your organisation to be perceived and using specific messaging to attract the kind of employees you’re looking for.
Done well, employer branding will spark buzz around your company, and this buzz will attract motivated job seekers and an army of happy employees. In turn those people will broadcast their positive experience to other open talent, clients, customers, and stakeholders — further broadening the scope of your employer brand.
If you would like support identifying and articulating your employer brand to enable you to recruit the best candidates, we can help. Get in touch.