What is it?
Employer branding refers to the process of promoting a company as an employer of choice to a target group of potential employees. It is the reputation and image that an organisation builds for itself as a place to work, encompassing the company’s values, culture, work environment, and the overall employee experience. Employer branding is shaped by both external perceptions (how potential employees and the public view the company) and internal perceptions (how current employees feel about the company). Employer branding activities can include creating a compelling careers page, highlighting employee testimonials, showcasing workplace culture on social media, and promoting the company's commitment to diversity, growth opportunities, and work-life balance.
Why is it important?
- Attracts Top Talent: A strong employer brand makes a company more attractive to potential candidates, helping it stand out in a competitive job market. It draws in high-quality talent by showcasing why the organisation is a great place to work.
- Improves Retention: Employer branding affects not only how the company is perceived externally but also internally by current employees. A positive employer brand boosts employee morale, engagement, and loyalty, reducing turnover and promoting long-term retention.
- Increases Employee Advocacy: Employees who feel proud of their company’s brand are more likely to advocate for it, recommending the organisation to their personal networks and sharing positive experiences publicly, which strengthens recruitment efforts.
- Reduces Hiring Costs: A strong employer brand attracts candidates organically, reducing the need for extensive recruitment campaigns and decreasing time-to-hire. When candidates actively seek to work at a company because of its reputation, it streamlines the hiring process.
- Enhances Company Reputation: Employer branding plays a role in shaping the broader reputation of a company, influencing how customers, clients, and partners view the organisation. Companies known for treating their employees well often enjoy higher trust and goodwill from external stakeholders.
