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What Is Employer Branding And Why Is It Important?

What Is Employer Branding And Why Is It Important? In an increasingly competitive marketplace, attracting and retaining the right kind of talent is central to a company’s success. But are businesses doing enough?

Employer branding is how a company markets what it has to offer to potential and existing employees. It is what makes an organisation distinctive and sets its employee experience apart from other businesses.

Businesses need to be able to differentiate themselves from their competitors and a good place to start is to gather feedback – on what motivates people to join their organisation, what makes them stay and then why they leave. This information can then be used alongside the company values to highlight what makes their company unique and attractive to individuals who share the same values. This is what the employer brand is and it is this company “image” and perception which creates a sense of identification between the company and potential candidates.

But are companies doing enough on their employer brand?

A good way to test this is to ask all leaders and hiring managers why someone should want to work for their company. If they cannot answer this, what hope does the rest of the workforce have? Look to find out what percentage of the current workforce would recommend their company as a great company to work for. Seek feedback on the perception of the current employer brand from employees and candidates.

Knowing the answers to these questions helps companies assess how in touch the business is with their employer brand. Every employee is a brand ambassador so they should all be clear on what the business stands for, and feel part of and believe in this vision and the company values as well. Not only will this increase their engagement levels, but current employees will then share their positive experience of their company with their network and spread the word which all helps with talent acquisition.

By companies connecting their values with their people strategy and HR practices they will build a strong employer brand which is evident to all employees – from candidates at the recruitment stage right through to when people leave the business.