Employer Branding is a strategy used to make a company look like a great place to work. Many organizations use their benefits scheme as a strategy to attract potential candidates. 

Employer branding still remains relevant in uncertain economic times and particularly in a marketplace where there are skill shortages and organisations competing for talent. More recently, the COVID-19 pandemic has pushed employer responsiveness into the spotlight. For instance, employers risk reputational damage if they treat their employees poorly which could have a negative impact on future candidates’ perception of the organization.

Benefits of employer branding

Organisations can use an employer brand to help them compete effectively in the labour market and drive employee loyalty through effective recruitment, engagement and retention practices.

All organizations have an employer brand, whether they’ve consciously sought to develop one or not. Their brand will be based on the way they are perceived as a ‘place to work’, for example by would-be recruits, current employees and those leaving the organisation. Organizations should also consider inclusion and diversity as part of their employer brand to ensure they are attracting a diverse range of candidates (for more on inclusion and diversity in the recruitment process.

In order to  be effective, the brand should not only be evident to candidates at the recruitment stage, but should inform the organisation’s approach to people management. For example, it can affect the approach to:

• Induction.
• Performance management and reward.
• Managing internal communications.
• Promoting effective management behaviours.
• People leaving the organisation.