{"id":5108,"date":"2025-02-21T13:42:43","date_gmt":"2025-02-21T13:42:43","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=glossary&#038;p=5108"},"modified":"2025-02-21T14:44:53","modified_gmt":"2025-02-21T14:44:53","slug":"employer-brand","status":"publish","type":"glossary","link":"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/","title":{"rendered":"Employer brand"},"content":{"rendered":"\n<div id=\"block_758d9597d1fc7733358a5383294219bf\" class=\"text-block text-size-normal   \">\n      <p><b>What is an employer brand?<br>\n<\/b><span style=\"font-weight: 400;\">The employer brand is the aspect of the corporate brand that uses specific images and messages to attract talent and retain employees.&nbsp;<\/span><\/p>\n<p><b>What makes a&nbsp;successful employer brand?<br>\n<\/b><span style=\"font-weight: 400;\">The foundation for a&nbsp;successful employer brand is a&nbsp;strong corporate brand that is in line with&nbsp;<\/span><span style=\"font-weight: 400;\">the business strategy. The employer brand also focuses on the expectations of talented individuals.<\/span><\/p>\n<p><b>Why is employer branding important?<br>\n<\/b><span style=\"font-weight: 400;\">A strategically managed employer brand can help implement the business strategy by attracting the right talent \u2013 for example, for a&nbsp;growth strategy, or for pioneering innovation, or for internationalization, or for a&nbsp;transformation process.<\/span><\/p>\n<p><b>Which elements define the employer brand strategy?<br>\n<\/b><span style=\"font-weight: 400;\">The employer brand strategy consists of three to four elements:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Employer Value Proposition (EVP): a&nbsp;targeted selection of relevant and differentiating attribute clusters that define the brand-specific communication topics<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Employer brand story: a&nbsp;short and exciting story, along the EVP attribute clusters, to position the brand as an attractive employer<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Employer brand key messages: a&nbsp;toolkit of key messages and proof-points that convey the employer brand story and the EVP attribute clusters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Employer brand tone of voice (optional): a&nbsp;brand-specific definition of vocabulary and linguistic style<\/span><\/li>\n<\/ul>\n<p><b>Which elements are specifically developed for an employer brand design?<br>\n<\/b><span style=\"font-weight: 400;\">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.<\/span><\/p>\n<p><b>What are the common mistakes in employer branding?<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Neglect of the corporate brand. A&nbsp;strong employer brand is built on a&nbsp;strong, well-managed corporate brand. Without the corporate brand as a&nbsp;beacon, employer branding has limited chances of success.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Falsely reflecting a&nbsp;culture that is not lived. Companies should not try to present themselves differently in their employer branding than they really are. A&nbsp;startup-style glamour in employer branding leads to disappointment when the corporate reality is still traditional and hierarchical.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Neglect of the employer brand as a&nbsp;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.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Development of a&nbsp;separate employer brand logo. A&nbsp;separate logo detracts attention from the corporate brand. It creates confusion and leads to inefficient and complex brand management.<\/span><\/li>\n<\/ul>\n<p><b>Curious for&nbsp;more?<br>\n<\/b><span style=\"font-weight: 400;\">Discover how a&nbsp;strong employer brand adds value: <\/span><strong><a href=\"https:\/\/markenfels.ch\/en\/employer-branding-attracting-the-best-talent\/\">https:\/\/markenfels.ch\/en\/employer-branding-attracting-the-best-talent\/<\/a><\/strong><\/p>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>The employer brand is the aspect of the corporate brand that uses specific images and messages to attract talent and retain employees.&nbsp;<\/p>\n","protected":false},"template":"","class_list":["post-5108","glossary","type-glossary","status-publish",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Employer brand - Markenfels<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Employer brand - Markenfels\" \/>\n<meta property=\"og:description\" content=\"The employer brand is the aspect of the corporate brand that uses specific images and messages to attract talent and retain employees.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Markenfels\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-21T14:44:53+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Employer brand - Markenfels","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/","og_locale":"en_US","og_type":"article","og_title":"Employer brand - Markenfels","og_description":"The employer brand is the aspect of the corporate brand that uses specific images and messages to attract talent and retain employees.","og_url":"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/","og_site_name":"Markenfels","article_modified_time":"2025-02-21T14:44:53+00:00","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["WebPage","FAQPage"],"@id":"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/","url":"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/","name":"Employer brand - Markenfels","isPartOf":{"@id":"https:\/\/markenfels.ch\/en\/#website"},"datePublished":"2025-02-21T13:42:43+00:00","dateModified":"2025-02-21T14:44:53+00:00","breadcrumb":{"@id":"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/markenfels.ch\/en\/glossary\/employer-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/markenfels.ch\/en\/"},{"@type":"ListItem","position":2,"name":"Glossary","item":"https:\/\/markenfels.ch\/en\/glossary\/"},{"@type":"ListItem","position":3,"name":"Employer brand"}]},{"@type":"WebSite","@id":"https:\/\/markenfels.ch\/en\/#website","url":"https:\/\/markenfels.ch\/en\/","name":"Markenfels","description":"Leading branding agency in Zurich | Markenfels","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/markenfels.ch\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/glossary\/5108","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/types\/glossary"}],"wp:attachment":[{"href":"https:\/\/markenfels.ch\/en\/wp-json\/wp\/v2\/media?parent=5108"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}