Employer Branding

An important aspect of an organization’s reputation is its employer brand, which refers to how the employment market views an organization, and the efforts used by an employer to adapt or shift this perception. Branding encompasses a variety of components, including both intangible benefits (e.g., workplace culture, values and mission) and tangible benefits (e.g., salary, benefits and other perks). It is a core component of recruiting and retaining employees. Employer branding has the goal of promoting a workplace as a good place to work, with the targeted audience being both current and prospective employees.

A strong employer brand helps employers stand out from others. Like most aspects of the workplace, the ongoing needs and desires of employees change. Regardless of the employment market, employers that take care of their employees and communicate transparently and effectively will have an edge. Organizations can boost their recruiting and retention efforts in the current employment market by ensuring that their brand is resonating with those seeking employment.

An effective employer brand can have a positive bottom-line impact, as organizations that excel with their reputation can spend less on recruiting efforts—and can improve retention of top talent. By displaying an employer brand that tells an authentic story about what it’s like to be a part of the workplace and how employees collectively work toward the company’s mission, organizations can attract candidates who think, feel and strive for the same.

This HR Toolkit will further explain the significance of employer branding, provide an overview of branding components and suggest tips for building, managing and evaluating an employer brand.

Download the Employer Branding HR Toolkit.