Defining Employer Branding

Employer branding is how a company markets itself to prospective employees and job seekers.

It includes creating messaging to convey a company’s unique differentiators and how they make the company a desirable place to work. An employer brand is ultimately how the market perceives the company as an employer. It is one of the measures by which potential employees evaluate how desirable a company may be as an employer. 

Employer Branding vs Talent Branding

In some cases, employer branding may be referred to as talent branding, highlighting the difference between the brand of a company as it presents itself to prospective customers and the employer brand that is geared towards job seekers. 

How Employer Branding Affects a Business

Employer branding should center around how to align internal messaging and value propositions with those that are important to the type of employees the company would like to attract. Employer branding supports recruitment efforts, but can also be integral in retention of current employees. 

Employer branding will inform the employee marketing strategy, which should be two-fold. On one hand, there should be a solid recruitment strategy focused on connecting and engaging with a target applicant base. The other focus should be on engaging current employees and continuing to communicate the employee value proposition in a way that retains them. 

Employer branding is particularly important in recruiting technical executives, as there is signifcant competition amongst employers in these rapidly growing industries.

How to Succeed With Employer Branding

Just as with other marketing activities, the value proposition must be well-defined and actively used in messaging. The employer brand should also be aligned with the overall company brand, enabling those involved with employer branding to leverage insights from the company’s marketing team as well. Those managing employer branding should identify and track key metrics to measure the success of the employer brand and to pivot on strategy where needed. 

Contact us to learn more about how to can attract and retain the best technical leadership with effective employer branding.