What is an employer brand?
An employer brand is the outward expression of the organizations culture. It’s an important part of the employee value proposition and is essentially what organizations communicate to current and/or potential employees. With the job market stabilizing, the era of ill-advised decision makers making stupid decisions is over. Today, there are plenty of easy to incorporate HR technologies that can deliver insight on the recruitment funnel. Rich insight allows for companies to develop stronger emotional touchpoints that facilitate a candidates experience all the way through the recruitment funnel pipeline, delivering better qualified talent. The potential candidates of today are connected to various apps and social outlets then ever before. Finding unique and meaningful ways to connect to them will separate an employers brand from the next, allowing them stand out and attract top tier talent.
An employer’s brand affects recruitment of new employees, retention and engagement of current employees, and the overall perception of the organization in the market. Today’s new competitive advantage is a well crafted, in-tuned employer brand that expresses its core values to the world. While, I’d typically venture off into employer brand strategies or how to audit your current employer brand … I promised myself I’d stick to the question, “What is an employer brand?” In a follow up post we’ll talk about developing strategies for a charismatic employer brand.