What is Employer Branding? Definition And What It Means for Your Company

What is Employer Branding?

Employer branding is the strategic process of creating and maintaining your company’s reputation as a great place to work. It involves shaping how potential candidates and current employees perceive your company, focusing on important elements like company culture, values, and employee benefits. A well-crafted employer brand not only attracts top talent but also builds loyalty among employees, helping organizations stand out in a competitive talent market.

Whether or not your company actively manages its employer brand, it already exists—formed by the experiences and perceptions of current employees, past employees, and candidates. The key question is whether you are deliberately shaping that perception or allowing it to form passively.

What is the Goal of an Employer Brand?

An employer brand reflects your company’s identity as an employer and aims to position your organization as a desirable place to work. It encompasses your values, work environment, employee experiences, and the growth opportunities you provide. An effective employer brand becomes a powerful tool in the competition for skilled professionals, transforming your organization into a sought-after destination for high-quality talent.

According to Universum’s Employer Branding Now 2024 report, 68% of leading global employers deem employer branding a top priority this year, underscoring its importance in today’s market.

Why is Employer Branding Important?

A strong employer brand is crucial for companies of all sizes. Here’s why an effective employer brand is important:

• Attract Top Talent: A well-established employer brand increases the quality and quantity of applicants, enabling faster, more effective hiring. Universum’s Talent Insights provide detailed data on what your target talent values, allowing you to tailor your employer brand to meet their expectations.

• Reduce Hiring Costs: A compelling employer brand naturally attracts candidates, reducing recruitment costs.

• Boost Employee Retention: Employees who resonate with your company’s values and culture are more likely to stay, reducing turnover and enhancing long-term loyalty.

Real-world Examples: At Universum, we’ve partnered with global brands like Accelleron and SEB, leveraging strategic employer branding to reduce hiring costs and improve retention rates. By using data-driven strategies, these companies successfully aligned their EVP with the values of their target talent groups.

How to Build an Employer Branding Strategy

Building an effective employer branding strategy is key to attracting, engaging, and retaining the right talent. This process is systematic and involves several essential steps:

Step 1: Analyze Existing Branding

Start by conducting an employer brand audit to assess how your company is currently perceived. Evaluate your online presence, employee reviews, and recruitment processes. Understanding current perceptions helps you identify gaps and opportunities for improvement.

Universum’s Brand and Talent Insights provide data-driven analytics that allow you to accurately assess how your employer brand is perceived in the marketplace. With these insights, you can understand what key talent groups think about your company, how it compares to competitors, and where there are opportunities for improvement. Universum’s comprehensive approach to talent research ensures that you gain actionable insights into the perceptions, preferences, and desires of your target audience.

By leveraging these insights, you can pinpoint the exact areas that need improvement, whether it’s your messaging, your recruitment strategy, or the overall perception of your workplace culture. Armed with this knowledge, you can take strategic steps to strengthen your brand and better align it with the expectations of your ideal candidates.

Step 2: Define Your Employer Value Proposition (EVP)

Your Employer Value Proposition (EVP) is the foundation of your employer brand. It represents the unique benefits and experiences your company offers. A strong EVP includes:

• Career Development: Opportunities for growth and learning.

• Work-Life Balance: Flexibility in work schedules or remote work options.

• Compensation and Benefits: Competitive salaries, healthcare, and perks that attract and retain top talent.

Universum’s EVP Development services help you craft a compelling EVP that resonates with both your internal team and external talent, aligning your employer brand with your company’s goals.

Step 3: Focus on Candidate Experience

Your candidate experience directly impacts your employer brand. Every interaction with potential candidates, from job descriptions to interviews, should reflect your company’s values. Key focus areas include:

• Career Page: Keep it updated with engaging content, employee testimonials, and clear job descriptions.

• Diverse Recruitment Strategies: Use varied channels to attract talent from different backgrounds, ensuring your hiring process promotes inclusivity.

Universum’s Employer Brand & Recruitment Marketing Campaigns help you build potent recruitment marketing campaigns that fill talent pipelines.

Step 4: Enhance Employee Advocacy

Your employees are your best brand advocates. Encourage them to share their positive experiences via social media or during recruitment events. This amplifies your employer brand and gives potential candidates a glimpse into life at your company.

Step 5: Continuous Improvement through Professional Development

Providing opportunities for professional development is a key driver of employee satisfaction and retention. Mentorship programs, learning opportunities, and career progression pathways should be part of your employer brand.

Improving Your Employer Brand

Once your employer branding strategy is in place, continuous improvement is key to staying competitive. Here are several areas to focus on:

1. Revisit Your Compensation Philosophy: Ensure your compensation packages are competitive and aligned with market standards to foster loyalty among employees.

2. Foster Employee Engagement and Well-being: Prioritize employee engagement and well-being by offering professional development, flexible working options, and promoting a positive work-life balance.

3. Increase Employee Retention: High turnover harms your employer brand. Focus on retention by addressing employee satisfaction and creating a positive work environment.

4. Build a Strong EVP: Regularly review and update your EVP to ensure it reflects employee expectations and resonates with the talent you want to attract.

The Employer Branding Success Cycle

Effective employer branding requires more than a strategy; it needs a continuous cycle of improvement. This “Employer Branding Success Cycle” outlines the importance of consistent assessment, refinement, and engagement to create a thriving, sustainable employer brand.

Learn more about the Employer Branding Success Cycle and its impact on your strategy here.

Employer Branding vs. Company Branding

Although employer branding and company branding serve different purposes, they should be aligned for consistency. Employer branding focuses on how potential and current employees perceive your company, while company branding shapes how customers and the public view your products and services.

Employer Branding Examples

Here are some examples of companies with strong employer branding strategies:

• Google: Known for its innovation, growth opportunities, and inclusivity, Google consistently attracts top talent through a compelling employer brand.

• Unilever: By emphasizing sustainability and purpose-driven work, Unilever attracts talent who share its values and commitment to making a positive impact.

• Salesforce: With a focus on employee well-being and work-life balance, Salesforce fosters a sense of community and attracts talent who value a supportive environment.

Measuring Employer Branding Impact

To gauge the effectiveness of your employer branding efforts, monitor key metrics:

• Glassdoor Ratings: Track how employees rate your company and address any recurring concerns.

• Employee Retention Rates: Monitor turnover rates to see how well your employer brand is resonating internally.

• Social Media Engagement: Analyze how your employer branding content performs across platforms.

• Conversion Rates: Measure how many job applicants convert into hires after engaging with your employer brand content.

Take the Next Step in Employer Branding

Building a strong employer brand is crucial to staying competitive in today’s talent market. At Universum, we offer over 30 years of experience in helping companies create compelling employer brands that attract and retain top talent.

Want to improve your employer brand? Book a free consultation with one of our experts today. We’ll help you assess your current strategy, identify areas for improvement, and craft a plan to elevate your employer brand and attract the talent your company needs.