So what is an Employer Brand?

An employer brand is the perceived value proposition an organisation builds in the minds of its stakeholders (both internal and external).

It is the unique organisational identity created through a combination of imagery, experiences, actions and perceived benefits.

Every organisation no matter its size or industry has an employer brand. Whether wanted or not, your employer brand has a powerful (either positive or damaging!) influence on your ability to attract, engage and retain the best talent.

Like customer brands, your employer brand is not a logo, a website or a poster on the wall, instead it’s the emotional connection you make with people and the trust you build by ensuring your actions and behaviours are consistent with the promises you make.

While you can’t create your employer brand from scratch (it was created long ago and your current employees and external stakeholders have already added to it), you can actively build, enhance and put in place ways to protect it.

Thinking actively and proactively is important because your employer brand is always evolving and never stationary. Even if you’re not working on it, your audience surely will be.

Nurtured with the right ingredients (which we will be covering in this blog), your employer brand can be one of the few true competitive advantages attainable.