Just as you invest in crafting a compelling brand story for your products, it is equally important to develop a strong employer brand that draws in and retains top talent.
Employer branding represents your company’s reputation within the workforce and the market. It shapes how current and prospective employees perceive and experience your company and well-established employer brand enhances your ability to attract and retain high-performing employees.
To cultivate a strong employer brand, your company must be visible, create meaningful employee experiences, and communicate a compelling narrative that resonates with both existing and future team members.
Steps to building a strong employer brand
1. Define how you want to be perceived: your brand extends beyond a logo or slogan - it reflects your core principles, how you conduct business, and how you support employees and customers. A strong employer brand starts with a clear mission, vision, and values. Ensure these guide your branding efforts to attract the right talent and communicate effectively. And if they don’t fit, you may need to reassess these. See the mission, vision and values explainer.
2. Conduct an employer brand audit: understanding how your company is perceived by job seekers and employees is essential. To gain insight, consider undertaking a brand audit which could involve conducting internal surveys, analyse social media sentiment, review feedback on career websites or simply discuss your company’s reputation with key internal and external stakeholders. Identify how you are perceived, and if this aligns with your intended employer brand, great. If not, you now know where work is needed.
3. Create your Employee Value Proposition: clearly articulate what your company offers employees in exchange for their skills and commitment. Ensure these offerings are consistently communicated—from job descriptions and interviews to onboarding and internal messaging. The more employees engage with these benefits, the more effectively they will promote them externally. See the EVP explainer for more details.
4. Differentiate your brand: identify what makes your company unique and amplify those qualities. Highlight the aspects that set you apart from competitors and communicate them clearly to prospective employees.
5. Leverage employee stories: “people buy from people”. Authentic employee experiences enhance credibility and demonstrate your commitment to a positive work culture. They show you aren’t only talking the talk but walking the walk. Encourage employees to share their journeys through:
6. Build company awareness: as with employee stories, telling the story, journey, achievements of your company puts you on the map. It will increase visibility at attract future talent.
7. Showcase leadership and founders: highlight the expertise, vision and capability of your founders and leadership team. Strong leadership attracts top talent and enhances your company’s credibility as a desirable workplace.
8. Share all of the above loud and clear: Where?
Resources
This resource, and any guidance within it, must not be relied on as legal advice. We recommend that you seek professional advice to deliver an outcome best suited to your specific situation.
Just as you invest in crafting a compelling brand story for your products, it is equally important to develop a strong employer brand that draws in and retains top talent.
Employer branding represents your company’s reputation within the workforce and the market. It shapes how current and prospective employees perceive and experience your company and well-established employer brand enhances your ability to attract and retain high-performing employees.
To cultivate a strong employer brand, your company must be visible, create meaningful employee experiences, and communicate a compelling narrative that resonates with both existing and future team members.
Steps to building a strong employer brand
1. Define how you want to be perceived: your brand extends beyond a logo or slogan - it reflects your core principles, how you conduct business, and how you support employees and customers. A strong employer brand starts with a clear mission, vision, and values. Ensure these guide your branding efforts to attract the right talent and communicate effectively. And if they don’t fit, you may need to reassess these. See the mission, vision and values explainer.
2. Conduct an employer brand audit: understanding how your company is perceived by job seekers and employees is essential. To gain insight, consider undertaking a brand audit which could involve conducting internal surveys, analyse social media sentiment, review feedback on career websites or simply discuss your company’s reputation with key internal and external stakeholders. Identify how you are perceived, and if this aligns with your intended employer brand, great. If not, you now know where work is needed.
3. Create your Employee Value Proposition: clearly articulate what your company offers employees in exchange for their skills and commitment. Ensure these offerings are consistently communicated—from job descriptions and interviews to onboarding and internal messaging. The more employees engage with these benefits, the more effectively they will promote them externally. See the EVP explainer for more details.
4. Differentiate your brand: identify what makes your company unique and amplify those qualities. Highlight the aspects that set you apart from competitors and communicate them clearly to prospective employees.
5. Leverage employee stories: “people buy from people”. Authentic employee experiences enhance credibility and demonstrate your commitment to a positive work culture. They show you aren’t only talking the talk but walking the walk. Encourage employees to share their journeys through:
6. Build company awareness: as with employee stories, telling the story, journey, achievements of your company puts you on the map. It will increase visibility at attract future talent.
7. Showcase leadership and founders: highlight the expertise, vision and capability of your founders and leadership team. Strong leadership attracts top talent and enhances your company’s credibility as a desirable workplace.
8. Share all of the above loud and clear: Where?
Resources
This resource, and any guidance within it, must not be relied on as legal advice. We recommend that you seek professional advice to deliver an outcome best suited to your specific situation.
%20(1).jpg)
%20(1).png)
