Employer Branding

Employer Branding is quite a broad concept, but at its core, it’s about everything you do as an employer. Whether you actively work on it or don’t focus much on the area, people will still form an opinion about you as a workplace and employer—just as they do about your services, products, and company. To understand and influence the impression you make, you need to communicate it clearly. In other words, communication is the key tool in Employer Branding. And all your communication should be built around an EVP (Employer Value Proposition) and a clear communication concept (read more about EVP here and about concepts here).

In a world where finding the right people is becoming increasingly difficult, you need to be clear and tell the right stories in the right way to attract the talent you need—whether it’s warehouse staff, retail employees, specialised IT engineers, or any other role.

To attract the right people, as mentioned, you need to say the right things in the right way, in the right places, and make sure they like what they see. It’s a process very similar to a buying process. You need to become “buyable” to the people you want to bring into your organisation. Whether you want someone to buy your product, your service, or apply for a job with you, they go through the same stages: first, they need to be attracted, then get to know you, then gain trust and confidence in you, leading to a decision (a purchase or a job application). Finally, once they’ve joined, you need to nurture the relationship so they choose to stay.

That’s why Talent Marketing & Talent Acquisition go beyond just recruitment—they are key elements of your Employer Branding. By attracting the right talent, you’re not just building the teams of the future but also strengthening your reputation as an employer worth considering. Just like the rest of your Employer Branding, every stage of the recruitment process – from first contact to onboarding – should reflect your values and culture. A strong Talent Acquisition strategy makes you visible, credible, and attractive. Not just to today’s talent, but also to tomorrow’s.

Remember: it’s always better that you take control of your employer brand rather than letting others shape it for you!