What Is Employer Branding?
Employer branding is the process of promoting an organization as a great place to work to the kind of talent required by the organization to meet its business goals and objectives. Employer branding focuses on three key areas:
- Recruitment: Attracting the talent the company needs to achieve its business objectives
- Engagement: Ensuring that employees become dedicated brand advocates and highly motivated performers
- Retention: Encouraging talented individuals to continue working at the company and discouraging them from working for the competition
Employer branding operates on two interrelated fronts:
- Reality: First and foremost, employer branding strives to make the company a great place to work. Achieving this goal requires more than competitive salaries and great benefits. Leading employers create a strong sense of purpose, promote diversity and collaboration, empower people, encourage their creativity, and provide opportunities for learning and career development. The strongest employer brands are built on a consistently positive employment experience.
- Reputation: An exceptional workplace attracts the top talent only if those talented individuals know about it. Marketing is essential to increase awareness, consideration, and preference for your employer brand. Advertising remains important in driving applications, but social media marketing has also become essential in ensuring people engage with and understand what you stand for and offer as an employer.