What is Employer Branding and Why Does It Matter - Deepstash
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Employer branding

Employer branding

Your employer brand is your company’s reputation as an employer and reflects the values that make up your culture. Employer brand also describes the added value your company brings to employees, such as great benefits, career development, and work-life balance.

It is what current and prospective employees think about your company as a place to work. It encompasses how you market your company to job seekers and how you frame your messaging and culture to internal employees.

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The best employer brands

They will:

  • Project a positive image of the company.
  • Promote core values: your business’ fundamental beliefs and guiding principles.
  • Create a sense of identity. Your employer brand helps you create a company culture and identity that unifies your diverse workforce.
  • Boost employee morale. Employer branding is about making your company a great place to work.
  • Outline a clear employee value proposition (EVP). Your EVP is the rewards and benefits employees receive when working at your company.
  • Align the employer brand with the public company brand.

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Why employer branding is important

Employer branding is good for employees and good for business. Employer branding affects multiple aspects of your business including

  • Recruitment
  • Engagement
  • Retention

The stronger your employer brand, the better you can attract, retain, and engage your people, and the more competitive and profitable your business will be.

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How to improve your employer brand

Turnover, attrition, and retention are good indicators of a company’s overall health and how the company is doing on its employer brand.

Once you understand how your employer brand is performing, build out your employee value proposition and align your employer branding efforts with your company branding strategy.

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Improve your EVP (employee value proposition)

Assess your policies and offerings and compare how they stack up against competitors’ offerings. Survey your employees to uncover benefits or cultural values they would like to see. These insights can help you identify gaps between what your employees want and need, and what your company currently offers.

Things to consider for your EVP include:

  • Compensation
  • Employee benefits like health care and parental leave
  • Perks
  • Career development and opportunities.

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