In an increasingly competitive job market, employer branding has become a strategic lever for attracting, recruiting, and retaining top talent. But what exactly is employer branding, and how can it transform your company? In this article, we will explore its definition, benefits, and the essential steps to build an effective strategy.
What is Employer Branding?
Employer branding refers to the identity and image your company conveys as an employer, encompassing the organization’s values, its culture, and the benefits perceived by both current and potential employees. In essence, it defines what makes your company a unique and appealing workplace.
Why Invest in Employer Branding?
A well-defined employer branding strategy provides significant advantages. It helps attract qualified talent by appealing to candidates who align with your company’s values. It strengthens employee engagement, fostering unity around shared goals. Additionally, it reduces turnover by creating an environment where employees feel valued, and it enhances your reputation, positively influencing relationships with clients and partners.
To develop an effective employer branding strategy, focus on these five key steps:
1. Analyze your current situation
Begin by evaluating where your company stands. Conduct internal surveys to understand how employees perceive your organization and compare your employer brand to that of your competitors. This analysis will highlight strengths to build on and areas that need improvement.
2. Clarify and Amplify Your ‘Why’
Clearly defining and communicating your company’s purpose is essential to standing out as an employer. Articulate the core values that drive your organization and highlight the unique aspects of your workplace culture. Emphasize what makes your company meaningful and distinct, and demonstrate the benefits you offer to attract and retain top talent. By clarifying your “why,” you create a compelling narrative that aligns with both your identity and the aspirations of your employees.
3. Create engaging content
Showcase your employer brand with compelling content that resonates with current and potential employees. Develop employee testimonials, corporate culture videos using motion design, and behind-the-scenes Instagram stories to provide an authentic glimpse into your organization.
4. Optimize your career site
Ensure your career site is designed with a clear and user-friendly UX/UI. Provide detailed, relevant information about job opportunities, company values, and employee benefits to make it easier for candidates to connect with your organization.
5. Track KPIs
Focus on metrics such as the number of applications received, employee engagement rates, and your company’s reputation on platforms like Indeed or ChooseMyCompany.
Real-Life Examples of Successful Employer Branding
Cohezio, a key player in workplace prevention and well-being, tasked us with reimagining their career space to better reflect their company culture and attract qualified talent. This involved redesigning the information architecture and user experience to ensure intuitive access to job listings, creating a modern visual identity consistent with their overall brand image, and developing engaging content such as employee testimonials to showcase their work environment.
The result is an optimized “Jobs” page that seamlessly combines appealing design with functional efficiency.
Related case
Cohezio Job Portal
Employer branding is not just a buzzword but a genuine performance driver. It influences not only your ability to recruit but also the retention of your talent and your company's overall image.