Employer Branding

Employer Branding definition

Attracting and retaining new employees can be a challenging task without a well-defined plan. Regardless of whether a company invests energy into it or not, perceptions of the employer as a brand exist. By actively working on employer branding, companies can steer and influence these perceptions. With a relevant and credible employer branding strategy, it becomes easier to compete for the attention of candidates and employees. Only when a company establishes a strategy for creating an employer brand can the brand identity be defined. By considering the Employer Value Proposition (EVP) and how to effectively communicate it, there is a solid foundation to build upon. So, what unique offerings do you provide to your employees compared to competitors in the same industry that hold significant value for candidates when they contemplate their career choices, and how do you convey it?

Employer Branding Strategy

Strategic employer branding is all about the process of marketing an employer as the most attractive in its industry in order to reach, attract, recruit, and ultimately retain talent. The term "Employer Branding" has gained momentum recently as the job market is constantly changing. It has become more difficult to attract and retain top talent, and a traditional application and recruitment process makes it increasingly challenging to compete with more digital tools and processes. A company that fails to attract the right talent needs to review its employer brand, and it's not just large companies with HR departments or an employer branding team that need to have a brand strategy. Being an attractive employer requires ambassadors at all levels as it impacts the company as a whole.

A great way to understand employer branding is to think of it as the employer's brand It involves the process of marketing the employer as the most attractive within their specific target audience. To put it in simpler terms, think of an employer brand as a brand where the employer is the product. An employer's employer branding campaign (the way they market themselves) aims to impact the relationship with both current employees and active/passive job seekers, customers, and others who have an interest in the organization.

A company's activities and employer branding theory should also focus on nurturing relationships with former employees. The work on an employer brand should be long-term and have a clear objective. In concrete terms, an employer brand should encompass the economic, practical, and psychological benefits that employees within the organization receive. Additionally, a brand is expected to create clear expectations regarding what rewards an employee will be given when they choose to work for the company.

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