What is Employer Branding, Why is it Important, and Why Should You Care?

As a business owner or HR professional, it’s important to understand the concept of employer branding and how it can impact your company’s ability to attract and retain top talent. But what exactly is employer branding, and why should you care about it?

What is Employer Branding?

According to the Society for Human Resource Management (SHRM), employer branding is “the image and reputation of an organization as an employer, as perceived by current and prospective employees.” It’s about creating a compelling narrative that showcases your company culture, values, and perks to attract top talent.

Effective employer branding can differentiate your company from the competition and make it more attractive to potential candidates. This can include things like creating branded content, sponsoring events, and showcasing employee testimonials.

Why is Employer Branding Important?

But why is employer branding important, you ask? The answer is simple: it plays a crucial role in attracting and retaining top talent. According to a survey by Glassdoor, nearly 60% of job seekers consider a company’s reputation as an employer before applying for a job.

Having a strong employer brand can also impact your company’s bottom line. According to a study by LinkedIn, companies with a strong employer brand have 28% lower employee turnover (2). This means that by focusing on employer branding, you can save your company time and money by reducing employee turnover and increasing retention rates.

a line up of seven men in suits in silhouette, man number five is viewed behind a magnifying glass and is revealed to be made of money

How to Develop a Strong Employer Brand

So, how do you go about developing a strong employer brand? Here are a few key things to consider:

Know your target audience 

It’s important to understand who you are trying to attract and tailor your employer branding accordingly. Consider factors such as their demographics, interests, and career goals.

Authenticity is key 

Don’t try to be something you’re not. Be genuine and transparent in your employer branding efforts. Potential candidates can spot inauthenticity a mile away.

Showcase your company culture 

Your company culture is a big part of what makes your business unique. Showcase your values, mission, and company culture through branded content, employee testimonials, and company events.

Offer employee perks and benefits 

Employee perks and benefits are a key factor in attracting top talent. Consider offering things like flexible work arrangements, professional development opportunities, and unique employee perks to differentiate your company from the competition.

Engage with your employees 

Your employees are your biggest advocates. Encourage them to share their experiences working for your company on social media or through employee testimonials. This can help to build a positive reputation as an employer.

Monitor and manage your employer brand 

Keep an eye on what people are saying about your company as an employer. Monitor social media and review sites and respond to any negative feedback in a timely and professional manner.

Key Takeaways

In summary, employer branding is the image and reputation of your company as a place to work. It’s an important factor in attracting and retaining top talent and can impact your company’s bottom line. To develop a strong employer brand, it’s important to understand your target audience, showcase your company culture, offer employee perks and benefits, engage with your employees, and monitor and manage your employer brand.

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