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min read

What is employer branding?

Published on
June 23, 2023

Jules Winckers

Marketing Maestro

Table of contents
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Introduction on employer branding

The world of work has changed forever in recent years. A happy and satisfied employee is one of the most important aspects of your organisation. The corona crisis has further emphasised this.

Consumers, especially with the advent of the internet, have more and more choices. They have become increasingly demanding in terms of the service they expect from companies. For companies, this has led to an increased focus on improving customer experiences. Employees play an indispensable role in this. They come into contact with the customers the most and thus have a great effect on the customer's experience with the organisation. The happier the employee the happier the customer.

Organisations are more than ever looking for the best talent available in the labour market and so a real 'war for talent' has emerged. Employer branding is therefore more important than ever. But what exactly is employer branding? And why is it so important, especially now?

What is employer branding?

Employer branding, also known as employee branding, is in short, your reputation as a company in a labour market. The tight labour market means that the importance of a strong employer brand is greater than ever. This is because it has a direct effect on recruiting talent and therefore an effect on your company's reputation in general.

Employer branding matters for your company when it comes to:

  • Maintaining your brand as a strong and vibrant entity
  • Showing appreciation towards your employees
  • Positioning your company as an employer of choice

The rise of social media has made companies more outward-looking. The image people have of your organisation is very important. People choose to work at a company whose employees express themselves positively. With this, the image your current employees paint about you as an employer is closely linked to successfully recruiting new talent. In addition, talent will stay longer if they see your organisation as an 'employer of choice'.

Employer branding is the process of positioning or promoting an organisation to desired talent or professionals as an employer of choice

Why is employer branding important?

As you have read above, employer branding is an increasingly important part of your overall brand. It has a huge effect on how people perceive and value your organisation. But why is employer branding such an important part of business today?

First of all, with the rise of social media, the world has changed rapidly in recent years. These changes have made your brand increasingly associated with the experiences people have with your company. This applies not only to your customer experiences but also to the experiences your employees have with your organisation. You see, where before it was mostly about the quality of your products, now it's more about the experiences. It is more about the people, both internally and externally.

In addition, employer branding has a direct impact on the kind of talent an organisation attracts. You could say that employer branding is the foundation of any recruitment strategy.

Moreover, when your employees are satisfied, they stay with you longer. This retains knowledge and talent and reduces recruitment costs. After all, replacing people is costly and time-consuming. Investing in the well-being and happiness of your employees is therefore very important. So this starts with your employer branding.

How do I improve my employer branding?

People like to associate with an organisation that values employees, gives them freedom and lets them work in a way they find most comfortable. It is important to continuously improve your employer brand. Creating a positive working atmosphere is no longer enough. It works enthusiastically for employees when they feel that, as an organisation, you are constantly concerned with their happiness and well-being.

Some key points that will help improve your employer brand:

  • Give your (potential) employees an exclusive brand experience by giving them a glimpse of your organisation in a unique way. For instance, you can have a virtual tour made that reflects both the premises and your core values, vision and USPs.
  • Always stay on top of what is going on in the market and among your employees. Listen carefully to the people working for you. Knowing what is going on and what the needs of your people are is indispensable in keeping your employees happy and attracting new talent.
  • Stay in line with your corporate brand. Your employer brand helps strengthen your brand reputation. It is important that your corporate identity is clearly reflected in your employer brand.
  • Use social media posts to show not only the great things you do for customers, but also for employees. What is a working day like at your company, what are those special moments or how do you celebrate someone's birthday. This way, you show in a positive way how much fun it can be to be part of your organisation. This attracts both new talent and new customers.

So the importance of your employer branding is greater than ever. It is becoming increasingly clear that companies that have their employer brand in order are winning the war for talent. If you want to know more about how we can translate your employer brand in a cool way just book a demo and we explore together.

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