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Employer Branding

Employer Branding is the way a company markets itself to the outside world in order to appear as a good workplace. That way, the company can attract new and qualified applicants.

Therein also lies the answer to why Employer Branding is so important.

Why Employer Branding?

With the help of Employer Branding, the company differentiates itself fromit's competitors. Employer Branding gives the company a unique advantage - also called a UVP (Unique Value Proposition) whereby the company's brand is or appears better than the competitions' brand.

We will get back to what good Employer branding is, but it's basically about:

  • Making the company attractive to potential candidates by providing insights into the company's work environment
  • Promoting the company culture
  • Making a good storytelling about the: People, Place, and Purpose of working in the company

With this in mind, we can look at what employer Branding means:

What is employer Branding

Employer Branding is a concept in marketing. With employer branding, the company can market itself an attractive workplace.

Employer Branding has two target groups:

  • Current employees
  • Potential employees

So what makes a strong employer brand?

A strong employer brand is based on promoting the company culture. Within corporate culture, you can talk about 4 different types of culture:
  • Hierarchy (which is about ensuring efficiency in the processes through stability and control) so this type of culture is basically not particularly attractive when you want to attract new employees
  • Clan is more contemporary, and here employee satisfaction is highly valued. Here you involve the employees in the decisions - the processes are informal and in this way you can keep going - and attract the best employees
  • Adhocracy where you adapt to the outside world, ie. you are good at keeping up with the trends - developing products / solutions that suit the needs of the outside world. For example it could be an attractive workplace for engineers
  • Market is about stability. The company works rationally, has clear procedures and goals. This culture may, for example, be attractive to accountants

Therefore, it is up to the company to communicate the real corporate culture - to avoid creating an erroneous image of the company.

For a new employee can quickly see: If the workplace on a daily basis is completely different from what was promised for the job interview. And the natural consequence will be that the new employeequickly stops in the company again - which will create:

  • A loss of time in relation to acquiring a new employee - ie. start-up of a new recruitment process
  • A financial loss, as a lot of money has already been spent on completing the first recruitment process
  • A bad experience with the new employee
  • A bad reputation of the company, as the new employee will talk about the bad experience of the company in the social network - including perhaps on social media also

So the good question is: How do you work with Employer Branding?

Employer Branding is just one part of the communication strategy, but in many companies the focus on Employer Branding is so valued that there are one or more employees who work exclusively with Employer Branding. If you choose this, it is also easier to implement an effective Employer Branding strategy. 

employer branding

Employer Branding strategy

So let's look at: How to make an Employer Branding strategy?

A good Employer Branding strategy includes:

  • Who is the core target group? Who would you like to attract?
  • How does your brand communicate with the target audience?
  • What is your brand characterised by?
  • How will you differentiate yourself from it's competitors
  • Set goals
  • Focus on the EVP

But: What is an EVP?

EVP is about the company's unique characteristics as a workplace.

EVP is also about:
  • What you communicate
  • How to communicate
In other words, there must be a connection between the message and form. If the company says that the company is innovative - but really just does as all the competitors, then there is no connection between message and form.
When you as a company work with EVP, you give a promise to the future employee. Examples could be:
1. Challenging tasks

3. Flexible working conditions

5. Employee influence
2. Development opportunities (management training)
4. A vibrant coworking space

You can also read more about EVP here.

Now that we have looked at the branding strategy and EVP, we are ready to focus on how employer branding is carried out when internal employees need to be motivated to stay in the company - and new employees need to be attracted:

Employer Branding methods

When we talk about employer branding as a discipline, it includes all channels through which you communicate with internal and towards new employees. It can be the company's:

  • Website
  • Internal communication channels
  • Facebook page
  • YouTube
  • Other social media

In the job section on the company's website, in addition to job postings, you can:

And it is precisely in this area that Employer Branding has undergone the greatest development in recent years.

Because - previously, where you could  just make one job advertisement, and possibly participate in a career day at a university - today you have to have far more touch points, to attract new employees - and you have to use new media types (which we will elaborate on in just a moment).

Touch points are used to create the optimal customer journey:

  • Your brand is top of mind all the time (your brand is the natural choice - and has a stronger awareness among the applicants - compared to your competitors' brand)
  • Applicants are satisfied all the way (from the first introduction to: The job interview - the onboarding of the employee - everyday life in the company

So how do you do that? You can do this by using:

  • Multiple media (several job portals, events and social media)
  • Multiple formats (text, online chat and video)

than we did previously, which leads us to the last point, namely video:

Employer Branding video

An Employer Branding video is a great trick to provide reassurance in the customer journey, and a lot of answers to everything that the applicant typically wants to know before a job is applied for.

You can have one or more employees appear as ambassadors, and ask questions such as:

  • "What is your name" - "what do you work with" - "where do you come from" (country)?
  • "How was it when you started in the job"?
  • "What is it like today to work in the company"?
  • "How do you see your career opportunities"?
  • "What do you think about the corporate culture"? Can be reformulated to: "How do you experience everyday life in (company name)"?
  • "How does the social work in the company"?
  • "What would you recommend new applicants to do - before applying for the job"?

Please note that these are open questions. That is, as an employer, do not instruct the ambassador in what to say!

In an Employer Branding video, the employee must appear natural, and thus credible. Alternatively, you can be 100% sure: That the video seems commercial, it has no value - and in worst case - a negative value to the applicants only.

For the younger part of the field of applicants - today is lightning fast to decode whether it is a natural - or commercial message.

Just the fact that your employer branding video is passed to the receiver by the company, creates a commercial premise, but it should not be substantiated by the fact that the Employer Branding video oozes that an advertising agency has been inside and made the video delicious in terms of: Colors, sound, lighting, editing and has a perfect background music.

Instead, strive to make a video with a high degree of authenticity.

If you would like to see an example of how to combine everything you have read above, click here: