Employer Branding Meaning: What is Employer Branding
Employer branding is basically your company’s reputation and perception as an employer amongst your employees and the outer world. It affects the way you hire new job seekers and internal employees for open positions in your company.
The better your employer branding, the more likely you are to attract talented individuals and retain your existing employees in the company.
Here, we will discover:
What is the Purpose of Employer Branding
The primary purpose of employer branding is to convey your brand value. This is important because the top talent always prefers employers who have a solid brand identity and they have shared their values.
So, if you share your brand value clearly and the right way, it can help you attract better talent quickly.
Who Owns Employer Branding
Mainly, HR department is responsible for the employer branding. Because the members of this department are primarily responsible for attracting and hiring great individuals for the company.
Why is Employer Branding Important
Employer branding can help you attract top professionals who can take your company growth to ultimate levels. That’s why it’s a smart business investment.
Besides that, here are some quick other reasons you should consider understanding why you need to invest in your employer branding:
- It helps you reduce the recruitment cost
- It can turn your internal human capital into your brand advocates, majorly through employee reviews on sites like Glassdoor, Indeed, and Rate My Employer.
- It helps you improve your employee engagement,
How Does Employer Branding Differ from the Corporate Brand
Employer branding differs from corporate brand in a number of ways:
| Category | Employer Branding | Corporate Branding |
| Target Audience | Focuses on building a brand image of the organization for retaining top talent by creating a positive image of the company. | This is mainly meant for customers and focuses on building an image of the company based on their products and services. |
| Communication Channel | It leverages job boards, social media, and other recruitment marketing strategies. | It uses the traditional marketing channels like advertising, public relations, and search engines to communicate their value. |
| Competition | Here the companies compete with all sorts of other companies despite the industry for their top talent. | They compete with other organizations within the same industry. |
| Audience Experience and Engagement | Focuses on building a positive work environment for maximum engagement. | Focuses on building a positive experience and engagement with customers and investors for better sales. |
Employer Branding vs Recruitment Marketing
| Category | Employer Branding | Recruitment Marketing |
| Definition | It’s mainly related to the reputation and perception of your company. It shows what your employees think of you in terms of proposition, culture, values, and work environment. | This involves strategies and tactics you use to find, attract, and hire great talent for your organization. |
| Goal | Major goal of employer branding is to create a positive image of your company to attract top professionals. | The main goal of recruitment marketing is to use strategies to attract and hire potential talent for the organization. |
| Target Audience | The target audience here are the top talent, customers, and other companies. | Target audience here are the current job seekers and candidates. |
Employer Branding Strategy: What is the Process of Employer Branding
Here’s how to build your employer brand strategy in simple steps.
- Create a great career page that’s easy to navigate and provide a good experience to your potential candidates.
- Highlight your Employer Value Preposition. It should reflect in your culture, policies, programs, rewards, and incentives you offer for your employees and new hires.
- Garner great employees’ reviews and ratings on company review sites.
- Use effective job descriptions for each new open position you post.
- Make the whole application process simpler and easier.
- Provide an amazing candidate experience.
- Use social media and content marketing to boost your visibility and build credibility.
How Can Employer Branding Be Beneficial for the HR Strategy
It can be beneficial for HR strategy as it can improve the amount you, as an HR, spend on hiring the candidates, the cost per each hire, and quality of the talent you get into your organization.
How to Measure ROI of Employer Branding
The best way to measure the ROI of employer branding is to identify the number of candidates you have hired and multiply that number by the cost you spent per head through all different channels.