Employer branding is the process of managing and influencing a companys reputation as an employer among job seekers, employees, and key stakeholders. It encompasses everything a company does to position itself as an employer of choice, including its mission, values, culture, and personality. The following are key points to understand about employer branding:
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Employee Value Proposition: Employer branding is about branding and marketing the entirety of the employment experience, including the employers reputation as a place to work and their employee value proposition.
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Purpose: A positive employer brand is critical in todays competitive job market. Without one, hiring and retaining talented employees becomes challenging and costly.
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Responsibility: HR is usually responsible for employer branding strategies, but the employer brand is not something a company chooses; it is what they are. The identity of a company is shaped by various stakeholders.
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Benefits: Employer branding is the single most important factor in attracting and retaining quality employees. A companys reputation as an employer can make or break them, so it pays off for businesses to invest time into building up their own brand value with workers who are crucial members of their success.
To build an employer brand, a company needs to define its essence and align it with the candidates they want to attract. This involves showcasing the organizations unique cultural differentiators and amplifying them to position the company as a desirable place to work. An employer branding strategy allows a company to control and positively change the dialogue surrounding the company to ensure higher talent acquisition and retention.
