Talent Resource Toolkit
Attracting New Talent > Competitive Employer Brand
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
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