What is Employer Branding and why is it important? | Universum Skip to main content

What is Employer Branding?

Why Employer Branding is Important

Employer branding is about defining and expressing the qualities that will make you the ideal choice for the talent you need to succeed. And we’re here to support you every step of the way. Helping you translate talent insights into compelling employment propositions and creating communication strategies that will make the best candidates beat a path to your door.

At Universum, we have over 30 years of experience in facilitating our clients’ ability to attract, recruit and retain ideal employees – referred to as ‘top talent’ in recruitment. As a result, this also helps to secure the achievement of your company’s business plan. If your company cannot attract the talent needed to meet your strategic objectives, you are not utilizing your employer brand. Therefore affecting business as a whole. If that was not enough, getting the right talent in place to meet sustainable needs has now become a board and C-level matter. However, we need to get the fundamentals straight and sort out the differences in the world of Employer Branding terminology.

What is an Employer Brand?

Your company has an employer brand, whether you have actively pursued one or not. Due to this fact, any company signals what candidates can expect, gain and learn from working there. If Employer Branding is the process, the employer brand is the identity of a company as an employer of choice. As the digital age develops, talent attraction becomes not only more difficult, but also more important. In a world that constantly changes, HR departments are under pressure to navigate among new generations and techniques. Therefore demolishing the old recruitment process. If that wasn’t enough, the digital environment means distractions and you need to focus in order to grab talents attention.

For effective promotion of your brand, your company can only attract current and future employees if it has a strategy in place. You need to have an Employer Branding strategy that is true, credible, relevant distinctive and aspirational.

How can I create an Employer Branding strategy?

Establishing an appealing internal and external employer brand necessitates the understanding of both the talent’s and the company’s needs and wants.

Ask yourself this:

  • What are the career expectations of today’s talent?
  • What are your company’s strategic objectives?

It is recommended that companies take a data-driven approach to erase subjectivity in the crafting of a company’s Employer Branding strategy. After gathering this information, the company can therefore then begin to define its unique identity. In the Employer Branding discipline, this identity is known as the company’s Employer Value Proposition (EVP). The Employer Value Proposition in its essence, is a set of your unique employer offerings. Unique offerings talent value in their career choice.

How it can help your business

With the help of a strong employer brand, your company will be able to increase the number of quality applicants, reduce your costs per recruitment and differentiate yourself from competitors. Do you want to develop the skills to able to craft, develop and execute an Employer Branding Strategy? Not only do we help people and companies to understand their Employer Branding. Similarly, we also want to make these strategies available for everyone. Therefore, to fully utilize the power of your brand, you need to understand the fundamentals. First of all, how you combine internal and external perspectives to create your Employer Value Proposition, how you should target talent and last but not least, using data to take these decisions.

Employer Branding Academy

Universum offers a world class Employer Branding online course via the Employer Branding Academy (EBA). The “Employer Brand Management” course is a 10-week certified training programme in strategic Employer Branding. Our Academy is a methodical, tested & proprietary online training program for HR, Marketing & Communications and Employer Branding professionals. With the help of EBA, you will understand the fundamentals of how to craft, develop and execute your Employer Branding strategy – both internally and externally – in a structured step-by-step way. Therefore, in addition to gaining a comprehensive overview of how to do employer branding alongside real examples and exercises, you will also:

  • Instantly increase your career value as a professional
  • Build a world-class network of like-minded experts
  • Learn the exact skills you need to attract and retain the very best talent for your company

The Employer Branding Academy was a fantastic learning experience. I came out feeling more confident about the path we are taking, as well as empowered with the knowledge and tools you provided and inspired by the amazing things that others are doing. Really excited to start bringing the learnings to life as part of our program and keeping in touch with you and the network to continue progressing and evolving our efforts as time goes by.”

Alina Chernin

Senior Manager, Global Internal Communications, Sciex

Employer Branding Academy

Do you want to learn more about Employer Branding?

If you feel you need some support in getting up to speed with the latest employer brand thinking, tools and techniques then we can help with our globally recognized Employer Branding Academy course. Take the next step in your career and become a certified Employer Branding expert!

Contact us to learn more.