Employer branding

What is an employer brand?

An employer brand differentiates you from any other company a candidate may be considering. It's important for existing employees too — it's the foundation that stops them from looking elsewhere.

To work effectively, the relationship an employer brand encapsulates must be present in every interaction between a company and a potential candidate or existing employee.

Why an employer brand is important

Competition for good candidates is increasing, so establishing, maintaining and evolving an employer brand should be a critical part of a company’s business strategy (not just another task for HR). But don’t just take our word for it:

  • The 2005 Accenture survey of more than 500 CEOs around the world shows that the competition for talent is the number one management challenge in Europe, and number two in North America
  • Studies by the United Nations assert that the supply of workers aged 25-44 will decline by 15% over the current decade
  • Over 60% of workers surveyed in 2005 by Towers Perrin said there was no appropriate time to stay in any one job, only 10% surveyed felt that one should stay “three to five years”. The same study found that 12% were actively looking or had already found another job and 44% were open to discussing other opportunities.

Building an employer brand

Like any marketing or branding process, we build an employer brand around a simple cycle of questions:

  • Where are we?
  • Why are we here?
  • Where do we want to be?
  • How will we get there?
  • Are we getting there?

Once the cycle is complete, it starts again — by evaluating the successes (and failures!) of the cycle in the last stage, successive cycles will be more successful and more relevant to a constantly changing business environment.

To find out more

Simply contact us.