The official blog of Abacus Group — a place to share our knowledge and thoughts on trends in recruiting

August 08, 2017

The Importance of Employer Branding

Employer branding is the situating of an organization or company in the public eye, and thus its portrayal and reception by candidates as their employer of choice.

Employer branding should work to achieve the organization’s business plan by attracting Top Talent and depicting the company in the best light.

The employer brand is the product of employer branding. It is the identity that becomes synonymous with the organization and therefore must align with the values and aspirations of Top Talent whom they wish to acquire. It’s worth noting, however, that the employer brand is not solely what is received by potential employees but existing and past employees as well.

Before establishing an employer brand, the company must possess a clear vision with uncompromising objectives. These objectives should be outlined in a business plan by which the organization runs and the entire cohort of employees knows.

To establish the employer brand that you want to represent the culture and character of your business, it’s necessary to understand the needs and wants of the company and any expectations you may have for future employees. By understanding this, you will come to learn if these are parallel with the candidates’.

Employer branding should distinguish the company from competitors through a unique Employee Value Proposition (EVP). An effective EVP communicates the company values whilst highlighting what makes the workplace attractive to candidates who share those values. An EVP should tell the story of the business. It should be partly aspirational but grounded in reality so that employees recognize it to be true of their workplace.

There are no set guidelines to employer branding but to successfully build an effective employer brand requires a combination of market research, advisory services, marketing, and communications to achieve an advantageous brand position.

Ultimately, employer branding aims to stimulate business growth and achieve goals stipulated in the company’s business plan. The employer brand needs to be an accurate portrayal of the company in order to ensure that newcomers feel at home in the workplace, but also that they are aware of company culture before even beginning the interview process.

For more information on Employer Branding, visit Society for Human Resource Management.

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