If talent attraction and retention are important to your business then working on your employer brand is often the first place to start. People Director Ben Birchall and Regional Director Debra Lee explain what an ’employer brand’ is and why it is important for businesses in attracting and recruiting the best talent.

What is an ’employer brand’ ?

An employer brand is the unique identity and reputation that an organisation cultivates as an employer. It encompasses the values, culture, and image that a company presents to current and potential employees. Your employer brand will reflect how the company treats its employees and what it’s like to work there, beyond job perks and salary, delving into the company’s mission, vision, and the impact it has on its industry and community.

“It’s an extension of an organisation’s brand, that enables people who would want to come and work there to understand what this organisation is all about.”  Ben Birchall, People Director

An effective employer brand communicates a compelling story that resonates with individuals seeking more than just a job, but a fulfilling and meaningful career within the organisation. It demonstrates values and culture to enable prospective applicants to know whether they are aligned, and can be a hugely differentiating factor when deciding on whether or not to apply for a particular role, or for employees on deciding whether or not to continue their career path with a particular company.

What are some of the key elements that shape an organisation’s reputation as an employer and make up an employer brand?

Your employer brand in on display in various ways and across multiple touchpoints, both on- and offline.  There are many different elements that make up an employer brand, such as:

• Company culture
• Values and mission
• Employee experience
• Leadership and management
• Work-life balance
• Compensation and benefits
• Employee testimonials
• Community and social responsibility
• Employment Policies and Practices
• Recruitment and onboarding processes
• Industry reputation
• Consistency!

The employer brand is communicated in countless ways. It can shine through in your communications, your website, your social posts, your job posts, your testimonials and employee experience reviews and in the way you work with customers and suppliers. It can be visible in the consideration you apply to accessibility and diversity, the way that others speak about you, and most importantly perhaps, in the actions you and your people perform to uphold your values. And because it is so visible, it is important to be authentic and honest about it -for example, there is no point claiming to be an inclusive employer if your job adverts, accessibility and application criteria do not support these claims in action.

What are some of the benefits of having a great employer brand?

Investing in an employer brand brings many business benefits. Not only does it help to attract and retain top talent but also can help to lead an improved organisational performance thanks to better employee engagement and customer satisfaction, leading to overall business success. Here are just some of the ways a great employer brand can benefit your business;

• Attract top talent – making your business more appealing to top candidates
• Drive higher employee retention – when employees feel aligned with the company’s values and culture, they are more likely to stay
• Improve employee engagement – it can foster a sense of pride and loyalty, leading to increased engagement and productivity
• Enhance competitive advantage – it can differentiate your company from competitors, making it the preferred choice for both customers and prospective employees
• Boost morale and motivation – when employees believe in their employer’s brand and mission, they are more motivated and proud of their work
• Improve customer perception – often correlates with a positive customer perception, as happy engaged employees tend to provide better customer service
• Positive PR and brand image – can lead to positive media coverage and an overall enhanced brand image

Never underestimate the power of your employer brand, it helps to showcase what makes the company unique and why it’s a great place to work.