What is an employer brand?
The employer brand is the aspect of the corporate brand that uses specific images and messages to attract talent and retain employees.
What makes a successful employer brand?
The foundation for a successful employer brand is a strong corporate brand that is in line with the business strategy. The employer brand also focuses on the expectations of talented individuals.
Why is employer branding important?
A strategically managed employer brand can help implement the business strategy by attracting the right talent – for example, for a growth strategy, or for pioneering innovation, or for internationalization, or for a transformation process.
Which elements define the employer brand strategy?
The employer brand strategy consists of three to four elements:
- Employer Value Proposition (EVP): a targeted selection of relevant and differentiating attribute clusters that define the brand-specific communication topics
- Employer brand story: a short and exciting story, along the EVP attribute clusters, to position the brand as an attractive employer
- Employer brand key messages: a toolkit of key messages and proof-points that convey the employer brand story and the EVP attribute clusters
- Employer brand tone of voice (optional): a brand-specific definition of vocabulary and linguistic style
Which elements are specifically developed for an employer brand design?
Corporate design and employer brand design have many elements in common: logo, brand colors, visual style, fonts and UX elements are identical. In addition, the employer brand design can use specific key visuals, special design elements and possibly additional design colors.
What are the common mistakes in employer branding?
- Neglect of the corporate brand. A strong employer brand is built on a strong, well-managed corporate brand. Without the corporate brand as a beacon, employer branding has limited chances of success.
- Falsely reflecting a culture that is not lived. Companies should not try to present themselves differently in their employer branding than they really are. A startup-style glamour in employer branding leads to disappointment when the corporate reality is still traditional and hierarchical.
- Neglect of the employer brand as a contributor to business success. Employer branding contributes significantly to business success: the company that attracts the best talent strengthens its market position and business success.
- Development of a separate employer brand logo. A separate logo detracts attention from the corporate brand. It creates confusion and leads to inefficient and complex brand management.
Curious for more?
Discover how a strong employer brand adds value: https://markenfels.ch/en/employer-branding-attracting-the-best-talent/
