Employer Branding: what it is and techniques to improve it

Employer branding is a new concept spreading in companies. Phases of employer branding, techniques of employer branding, but also employer branding definition are all topics we will discuss in this article, and we strongly recommend you read them.

In this article, you won’t find an employer branding ppt or an employer branding review because, being a very new and innovative concept, it’s hard to find much information about it. The purpose of this mini guide is precisely to create a comprehensive and exhaustive discussion about this still largely unexplored ”discipline”.

What does employer branding mean?

Searching employer branding on Wikipedia explains that this term has been in use since the 1990s to refer to the reputation that a company builds as an employer. Let’s try to delve into the definition in detail. The term indicates an abstract discipline based on a series of intangible concepts such as brand image, brand identity, and the ability to distinguish them.

employer branding companies

It could be roughly termed as ”candidate marketing”: presenting the company as a quality working environment for both existing and future personnel. According to this logic, presenting the company’s value in the right terms is a key element to gaining a competitive advantage. A good employer branding strategy is based on the image that a company projects to potential candidates to make the job opportunities it offers attractive. At its core is the belief that a company should define and implement its marketing and branding strategies for workforce recruitment and retention with the same commitment it does for customers.

employer brand strategies

Let’s discover the techniques of employer branding

In this period of crisis, companies have had to resort to new ways of promoting themselves and their products, leading to the emergence of new techniques of employer branding. It’s in this context that the discipline of employer branding strategy is gaining ground, a marketing activity inspired by brand identity and brand image strategies applied to candidate marketing. In practice, a good employer branding strategy involves: 

brand identity strategies

  • participation in Job Meetings or other Career Fairs
  • online communication campaigns, social networking activities, email marketing
  • communication campaigns in print media, articles, interviews, and advertising space purchases on recruiting-focused websites
  • sponsorship of events targeting the intended audience
  • creation and distribution of items that can attract the audience and connect them to the brand
  • organization parties or conventions to invite potential candidates.

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How to measure the effectiveness of employer branding?

Initial feedback for this type of activity is represented by the number of received applications and how well they match the desired profile. It is also possible to consult surveys such as the Employer Brand Positioning Survey, in which the positioning of the brand (brand image) of some companies is evaluated concerning three critical target groups in the job market: recent graduates (new graduates without significant work experience), young professionals (with at least three years of work experience), and senior professionals (with more than three years of work experience). All these actions make employer branding an indispensable strategy for major companies aiming to increase their credibility, acquire new customers, and boost sales.

employer positioning

Two types of employer branding:

  • internal employer branding: relates to retention and engagement actions useful for retaining the talents already present in the company. Making employees feel that attention towards them remains high is the best way to retain them and leverage their potential. It should never be forgotten that people make a company’s success, and motivations should be provided to them.
  • external employer branding: it’s the process of talent acquisition, consisting of campaigns aimed at attracting and recruiting graduates and new graduates in line with the company’s needs and values.

The importance of employer branding

Employer branding is a crucial tool for attracting and retaining the best talents and recruiting highly qualified and valuable new employees, improving their loyalty and brand identification. It is, in every respect, a marketing activity that, although inspired by improving the brand’s value as a workplace, aims to contribute to improving brand awareness and brand positioning.

importance brand positioning

The target audience of this discipline is composed of both employees and potential candidates, as well as consumers. The expression can be considered a variant of the more traditional customer branding; a strategy that refers to the set of values that the company can associate with its brand in the consumer’s perception through advertising and other communication tools. While customer branding aims to acquire and retain customers, employer branding aims to acquire the most talented candidates as employees, taking them away from the competition and retaining those already acquired.


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What and how many are the stages of employer branding?

The approach to building an effective employer branding strategy can be divided into 4 stages:

  1. analysis: the employer brand analysis defines the state of perception of the corporate brand, including the culture and value system that the company conveys internally and externally.
  2. definition of the message to communicate: based on the previous surveys, an Employer Brand Proposition is constructed and defined. What image do I want to communicate about my company?
  3. development and communication: this is a planning phase on how to communicate the company’s image to both current employees and potential ones, effectively managing each key moment in the employee’s life cycle.
  4. monitoring: checking highlights progress and gaps compared to competitors.

Employer branding and web reputation

Although it may seem obvious once explained, it may not be immediately apparent to connect these two concepts. We’ve said that employer branding is the set of strategies implemented to build a corporate image or reputation consistent with the company’s identity as a workplace. It can be defined as a kind of self-branding or self-promotion directed at potential employees.

web reputation employers

Web reputation, on the other hand, is how people are considered and perceived based on the content we publish online, whether they are potential customers or talents looking for employment. In light of these considerations, it is easy to understand how web reputation encompasses both personal branding (direct self-branding to consumers) and employer branding (self-branding directed at candidates).

The target may change, but the principle remains the same. Web reputation online is largely built on social networks: meeting places where users engage in conversations and spontaneously generate content and insights.

While, in the case of personal branding, for promoting one’s product/brand, all social networks can be used, for employer branding, one social network, in particular, can become crucial: LinkedIn.

This is where the target of employer branding can be found, and this is where you need to start to build your strategy and attract the best talents. Marketing to candidates and the social network where these candidates gather become inherently inseparable.


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Employer branding: where we would like to work

It’s not easy for a company to enter the ranking of the most desired companies worldwide as a workplace. One of the companies that have done their best is Veterans United Home Loans, which is the most attractive company as a potential employer, according to  Recruiter.com. Veterans United Home Loans is followed by Tasytt, Pebble {Code}, Lithium Technologies, PwC, Salesforce, Universum, Shopify, CKR Interactive, and L’Oreal, completing the top ten.

You might be interested in Digital Coach’s Personal Branding Course on this topic. In this regard, you might be interested in the Web Marketing Course or the Online Digital Marketing Course as well.

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