Basics

An employer brand is a perception about a company as an employer by its current and potential talent. It relates to the essence of the company, its uniqueness and values that potential and existing employees find attractive. Yet, it also can be viewed as a company’s “promise (or employee value proposition) to employees in exchange for their experience, talents, contacts, or skills”.  

Employer branding refers to marketing techniques in attracting, recruiting and retaining . It is a long-term strategy of a firm to form positive perceptions of current staff, potential employees and also other stakeholders about the firm. 

Successful employer brands create an image of an attractive employer through organizational culture, remuneration, benefit packages and other employment offers (Lybrand, 2018). These factors help a company position itself as a top place to work for and retain its current employees (Lybrand, 2018). 

The concept of employer branding encompasses all the elements that create a positive corporate image for current and potential employees. Positive image of the firm inclines a positive workplace and differentiates it from its competitors by offering unique aspects of employment for the potential talent (Backhaus and Tikoo, 2004). Employer branding highlights that employers need to be attractive to both potential employees and their existing staff. This helps to increase their motivation and satisfaction rates (Ambler and Barrow, 1996). 

There is a lot of evidence to suggest that large organizations prioritize the needs of their customers and place their employees to the second plan. However, this can be seen as a strategic mistake given that employees can promote the organization if they feel they are valued (Martin et al., 2011). This can be achieved through a good storytelling where employees share their feedback about their job and the place of work. Asking the current staff to share what makes their job and the employer special is part of the EVP. 

A strong employer brand can also be created through differentiation and matching the employer brand with the company’s brand. The first goal will assist in attracting new talent whilst the second goal will retain the existing talent (Backhaus, 2016). The reputation of the company is very important both internally and externally and can contribute towards the company’s competitive advantage (Backhaus, 2016).