What is Employer Branding?
Today, a strong employer brand is seen as a critical way to attract, engage, and retain the best people. At a time when top talent is highly mobile, those are certainly laudable goals. But is building a special, separate employer brand the way to achieve them? No.
The problem with most employer branding is that it is disconnected from the corporate brand and the core drivers of the business. It is typically managed by the HR department and too often becomes associated with superficial perks, such as free lunch or unlimited vacation. In the United States alone, there are now more than 40 consultancies focused on employer branding, usually separate from any larger strategic purpose. The consequences can be dismaying.
Based on our experience with the organizations as both executives and advisers, we believe what has been called “the employer brand” should in fact grow out of the established company brand. To encourage this integration, we advocate abolishing the “employer brand” label and focusing instead on building out a talent dimension as a key part of the corporate brand. We recommend a three-step process, led by the CEO and the executive team — not delegated to lower-level HR or communications people.
It is a long-standing concept that has found momentum in the interconnected world. It is the process of promoting an organisation, as the employer of choice to a desired target group. One which a company needs and wants to attract, recruit and retain. Organisations in this competitive market aim at Employer Branding Strategy in place at their workplaces.
How does Employer Branding help Talent Acquisition?
It helps to land the right talent as well as help the existing employees create a deep sense of loyalty with the organization. Promoting these characteristics is a way of projecting and managing an organization’s brand and attracting people who share the same values.
How do we do it?
We are committed to creating meaningful and purpose-driven branding, a craft that is inspired by and clearly communicates the core values of a brand. Stemming from this commitment, our approach to branding invites clients to look inwards and find what makes their brands special.
Working in close partnership with clients, we go on a journey of exploration to discover and define their place in the world. As Brand partners, our work focuses on identifying the crucial strengths and communicating them to all relevant people, internal and external, in a clear, compelling and inspiring way.
Working forwards from a clear vision, we craft authentic stories that share the brand’s ethos and ambitions with the world. We then tell these stories through the power of words and visuals, always ensuring that the brand idea remains center stage.