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Metropolitan Milwaukee Association of Commerce
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Talent Resource Toolkit

Attracting New Talent > Competitive Employer Brand


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Every company has a reputation. It could include thoughts about your products, services, leaders, team members, history, and more. And your company’s reputation can also go beyond to inspire a specific perception — emotional, instinctive, intellectual — in the people who see your ads, use your products, and eventually, speak to others about you. That reputation is known as your brand, and it can be a powerful, mysterious, and synergistic force — far more than just what you sell or office.

Your company also has a second brand related to its primary brand about how you’re viewed as an employer. This is your employer brand, and it lives and breathes in the minds and hearts of your former, current, and future employees.

In today’s increasingly competitive job market, a positive employer brand is critical. Without one, hiring and retaining the best employees becomes challenging — and costly. You need talented, leadership-bound workers to drive your business forward, and the best way to find them is to cast the impression that your company is a great place to work. Everything from the salary and benefit packages you offer to advancement opportunities to weekly happy hours, the culture of an organization and the treatment of its employees can greatly impact the impression you’re trying to make on potential candidates.

As with all branding, crafting a strong employer brand is about good storytelling. It’s about how you want your organization to be perceived in the marketplace, using specific messaging to help attract the kind of prospects you’re looking for. But also, it’s about living out that story. Satisfied employees are your loudest speakerbox, particularly in an age of social media and user-generated feedback where employers aren’t always completely in control of their own reputation.

The good news is that with even small, simple tweaks, companies can improve their employer branding strategies in order to attract, recruit, and retain the best employees. Below you’ll find questions, answers, and tips on how you can turn your employer brand into your company’s competitive advantage.

What is an employer brand?Similar to the way a corporate brand works (which offers a value proposition to customers, defining products or services in the marketplace), an employer brand includes the market’s perception of your company as an employer, but also describes your promise (or employee value proposition) to employees in exchange for their experience, talents, contacts, or skills.

Employer branding, then, is simply how you market your company to desired job seekers. You can do this by showcasing your organization’s unique cultural differentiators, and then working to amplify them so you can position yourself as a top place to work. >>MORE on LinkedIn Talent blog

Preferred Talent Solutions Providers

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Wide Effect Talent Solutions provides Global Talent Acquisition Solutions and Employer of Record Services specifically for the construction and maritime industries. LISTING >

View competitive employer brand listings >>

Other Resources
  • 5 Steps to Conducting a Competitive Employer Brand Audit Hirevue.com
  • 10 awesome employer brands (and what makes them great  Workstars.com
  • How competitive is your employer branding? - BMS Performance
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301 W Wisconsin Ave., Ste. 220 | Milwaukee, WI 53203 
Tel 414/287-4100 | Fax 414/271-7753 | info@mmac.org
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  • JOIN
  • Membership
    • The benefits of joining
    • Member directory >
      • Member Spotlights
      • Talent Solutions Directory
    • What we do >
      • Talent >
        • Ranking Milwaukee County Schools
        • Education recommendations
        • Technology Education & Literacy in Schools (TEALS)
        • Career-based learning experiences
      • Growth
      • Livability
      • Equity
      • Peer metro comparison
    • Cost saving programs >
      • Health insurance plan
      • Office supply discount program
    • Events >
      • 2021 All Member Meeting
      • Diversity, Equity & Inclusion Summit
      • Talent Solution Series
      • Emerging Leaders Series
      • Global Business Insights Series
      • Member Orientation
      • Replay: The Business of MKE Series
      • Replay: Race Bridge Series
    • For members only >
      • Fall 2022 Impact Report
      • Sponsorship
      • Advertising
    • Need more info?
  • Networks
    • Leadership Council
    • President's Huddle
    • Executive roundtable program
    • FUEL Milwaukee for young professionals
    • Future 50 Awards Program
    • Networking Forum for referrals
    • Region of Choice Initiative
    • Roundtables for high-growth companies
    • World Trade Association
  • Advocacy
    • 2021-2022 Legislative Scorecard >
      • Senate Votes
      • Assembly Votes
    • Recent Legislative Wins
    • Funding Local Governments
    • Miller Park economic impact study
    • Wisconsin State Legislature
    • K-12 Education Recommendations
  • Economic Development
    • Milwaukee 7 Partnership for Economic Development
    • MKE Venture Mentoring Service
    • Milwaukee Development Corp. >
      • Rebuild & Revitalize Program
    • Milwaukee Urban Strategic Investment Corp. (MUSIC)
    • Milwaukee EB-5 Visa program
    • Starting a business >
      • BizStarts
      • New business planning guide
    • More about Milwaukee
  • Metro MKE
    • 2023 Navigate Business MKE
    • Business outlook survey
    • Economic trends
    • Local media listings
    • Major employers in metro Milwaukee
    • Metro Milwaukee demographics
    • Order a publication
    • Relocating a business
  • About
    • Board of directors
    • Career Opportunities at MMAC
    • Staff
    • Milwaukee Commerce magazine
    • Press releases
    • Members of the media >
      • Recent Media Coverage
    • Scholarships for minority students