Employer Branding: Is It Here to Stay?

 

In school, our understanding of the concept of branding has always been paired together with words such as product or personal (which refers to yourself as a product). Very rarely do we hear of the term “employer branding”. And why would we? This is still a notion that while very much real and important, has only a handful of companies implementing strategies that emphasize their valued culture and demonstrate their differentiating factors. Others barely think of their company as a brand that could be marketed.

Is this a problem stemming from the values of executives or a misplaced understanding of what branding really entails?

 

A successful employer brand is able to convey to its target audience, their culture, expectations, and identity. It reflects their values, and promises they have towards their employees (such as offering a positive and stimulating work environment or job security). In order for employers to attract the best employees, they need to learn how to brand themselves and market "the company experience". Especially with the prevalent use of social networks, this just offers another platform for employers and job seekers to judge each other on their attractiveness to hire and be hired.

Companies need to capitalize on the ever-changing digital market, utilizing tools available to them, in order to successfully market themselves as an attractive employer.