Employer Branding 101

Employer branding is something we mention a lot on this blog. From a great candidate experience, to your social media presence, to employee recognition, employer branding plays a part in many aspects of your life as a recruiter.

Which is why we thought we’d go a little more in depth into what employer branding is–and why it matters.

The employer brand encompasses a lot of things. In short, the employer brand is the reputation of a company or organization as an employer–and the focus of employer branding is to enhance the overall image of the brand in order to attract prospective top talent, increase employee retention, etc.

As a primer, we’ve listed 3 things you should consider when enhancing your employer brand. Take a look below:

Your employer brand should set you apart from the rest

Any employer can say they value honesty, integrity, innovation, and supportiveness. While these are certainly valuable aspects to have for your company, it doesn’t necessarily put you at an advantage.

When figuring out what your company stands for, make sure you get into the specifics. What specifically sets you above Company X and Company Y? What specifically shows that your company values integrity and innovation? Don’t let generic definitions define you or your employer brand, because chances are that other companies are doing the same. What makes you so different?

Your employer brand should concentrate on your strengths and weaknesses

Focusing on the strengths of your company is great, but you shouldn’t stop there. Sweeping the negative aspects of your company under the rug won’t make them simply go away. If anything, by ignoring your weaknesses, you run the risk of having them resurface again and again. Assess your weakness and tackle them head on–doing so will help build a solid employer brand.

Your employer brand should establish connections

This is perhaps the most important of the three points. If your employer brand isn’t bringing prospective talent in, then you probably aren’t establishing the right connections. Here is what might be going on:

  • You’ve nailed your employer brand, but you’re looking in the wrong places for talent:
  • Your employer brand doesn’t really explain who you are:
    • Perhaps you are targeting the right places, but your employer brand is too generic and doesn’t explain why you are so great. Go back and figure out the specifics that make you stand out.
  • Your employer brand isn’t authentic:
    • If your employer isn’t remotely close to showing who you are and what you stand for, then you have a problem. Don’t fake your company culture. If you are afraid you aren’t fun and exciting enough, then make steps to change that. Don’t make your employer brand a stretch and risk misleading your candidates.

Employer branding can do a lot for your company, but you need to make sure that you’re doing it right. The last thing you want is to put effort into something that could end up hurting your company.

Want to explore further? Check out these related articles:

The Top 20 Online Recruiting Resources for Employers

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