What is Employer Branding?

At a glance

Employer branding refers to a company's reputation, including its organization-wide values, team culture, and other factors that might influence how it's perceived by current and prospective employees.

Published on:
June 12, 2024

Understanding Employer Branding

Despite how big your company's 'brand' is, a huge factor in finding and keeping talented employees is to develop a positive reputation as an employer. This is also known as building an employer brand. An employer brand aims to promote a company's culture and the value of working for them. It's an essential part of recruitment marketing, the broad range of strategies companies use to attract job candidates, such as job postings, career fairs, and employee referrals. 

Employer branding, which promotes a company's culture and the value of working there, is crucial for attracting and retaining talented employees.

The Benefits of Employer Branding

Organizations with highly talented workforces don't become that way for no reason. They pay well, have strong benefits, prioritize growth in the workplace, or offer perks job seekers typically enjoy. However, they likely also prioritize employer branding, which not only helps attract and retain talented employees but also enhances the company's reputation, increases employee engagement, and reduces recruitment costs.

Building an employer brand helps you proactively manage your reputation for prospects (potential job candidates), which reduces the time to hire and can be especially helpful in competitive job markets. Maintaining favorable working conditions for current employees for retention is essential so they're more likely to become advocates for your company.

Remember, it's not just about attracting candidates, but attracting the right candidates who align with your company's values. The way you market your organization and what it's like to work there directly influence the types of people likely to apply. By building an employer brand that reflects your company culture, you increase the likelihood of finding individuals who share your values, thereby maintaining and strengthening your unique work environment. 

Establishing an employer brand reflective of workplace values and perks helps companies enhance their recruitment efforts, reduce turnover, and improve overall employee satisfaction.

Challenges and Considerations

Building a company's reputation as a great place to work effectively can take time and effort, and it takes work to nail down who should be in charge of it. Typically, organizations rely on their HR (Human Resources), TA (Talent Acquisition), and/or marketing departments to take on recruitment marketing initiatives, including employer branding. 

Many elements can make up a company's culture, from having a solid mission to prioritizing flexible work options, DEI, and more. Not every company can offer every benefit, and choosing which pieces of your culture to promote the most can be challenging. While small businesses may not always be able to compete with those offering more comprehensive benefits or pay, employer branding allows them to showcase other benefits to prospects, such as a tight-knit company culture, socials, work-life balance, or other attractive perks.

Building a company's reputation as an attractive workplace is challenging, often involving time, resources, and the help of multiple departments like HR, TA, and marketing. 

Best Practices for Small Businesses

Even as small businesses, you have the power to establish yourselves as brands, not just visible to consumers but also to past, present, and future employees. Your unique values, company culture, and benefits are your strengths. Use your website, social media accounts, and other platforms to showcase these, and you'll attract talented individuals who resonate with your unique identity. 

Additionally, engage with current employees to ensure that satisfaction remains high.  Creating an employer brand that showcases your business's values will attract talented and fitting candidates; maintaining it through a commitment to your workers will help keep them around.

Small businesses should highlight their unique values, company culture, and benefits through various channels to develop a strong employer brand.

Main takeaway

Employer branding, or establishing a positive reputation highlighting a company's values and culture, is crucial for attracting and retaining talented employees. It's an essential aspect of recruitment marketing, helping differentiate a company in competitive job markets and attracting candidates who align with its values. Small businesses can leverage their unique cultures and benefits to build strong employer brands, even if they can't offer extensive benefits or high pay. Small businesses can effectively find and keep great workers by focusing on what makes their work environment attractive.

About the author

Casey Pontrelli

Casey Pontrelli is a multi-talented professional with a background in content creation, branding, and social media marketing. Whether writing for a newspaper, eCommerce website, B2B startup, or a marketing agency, she has taken her strong background in journalism and turned her focus to SEO and content marketing. She’s written about everything from boutiques to cars to small businesses, and enjoys most when she knows her writing has had an impact. When she’s not writing up a storm or creating attention-grabbing social media posts, Casey enjoys hanging out with her partner and three cats, Eddy, Larry, and Marcus, going on long walks in the Green Belt, and, predictably, reading.

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