Published on December 15, 2022
5 min read
According to #JeffBezos, who says and I quote, “a brand for a company is like reputation for a person. You earn reputation by trying to do hard things well”. As we all know, the last few years have changed work and our relationship with its purpose in our lives, but, there has also been a shift in how organizations think about overall brand perception. Organizations now feel more than ever the need to take a stand on divisive issues, contribute to social justice initiatives, and be part of a larger mission. While it may appear that an organization invests in these brand-building activities to improve external public perception, developing a strong brand identity is even more important for employee retention, productivity, and overall happiness. According to the Society of Human Resource Management, employer branding is “what the organization communicates as its identity to both potential and current employees. Externally, it seeks to attract talent, while internally, it seeks to improve employee experience; employees need to believe in the brand, be fulfilled, and contribute to the growth of the business. There are metrics that can be established and a strategy created to improve employer brand reputation.
“Pleasure in the job puts perfection in the work.” Investing in long-term employer branding strategies, can help employers withstand the effects of the great resignation, increase the well-being of their current employees, and increase the retention rate of their current employees.
Employer branding can also help organizations attract new employees. when investing in employer branding it is important for employers to showcase their values through corporate social marketing. “Customers will never love a company until the employees love it first.”
When employers have positive employer branding, employees and customers are happier. By communicating organizational values and employee experience via employer branding, business leaders can prevent losing pre-existing brand loyalty due to unintentional and negative employer branding.
By having a clearly defined and developed employer branding strategy, employers foster greater productivity in their companies. Increasing employee productivity is a valuable way to increase corporate output without additional input of products or labor.
There are several strategies to consider when looking to improve an organization’s employer branding. Below are some insights and recommendations for developing a positive employer branding strategy.
In order to establish a positive employer brand, the values and ethics of a business must be considered first. These values outline the message that employers want to get across to potential employees and customers.
Whether intentional or not, each company has its own employer branding. To improve your branding strategy, a baseline of current branding should be assessed for areas of improvement and areas of excellence.
“To get the most out of your employer branding initiatives,” it is important to know what your company needs. Identifying your business’ needs can include “identifying target groups” or those groups of individuals that you need to hire.
Where will you invest your employer branding strategy? Using the information found when researching your target audience and the needs of your business, business leaders can choose the most appropriate channels for their employer branding strategies. For example, if a company needs graphic design employees and research shows that those in the field primarily use Instagram for social media, it would be more beneficial to place ads on Instagram rather than Facebook.
Additionally, you can choose to focus on specific websites such as, LinkedIn, etc. based on your company's needs and the results of research about your target audiences.