The Employer Branding concept and reality has been with HR professionals for a little while now so perhaps it’s time to rediscover the benefits of implementing a strategy for your organisation. But, what do we mean when we say ‘Employer Branding’?
An Employer Brand communicates perceptions and the reality of what you offer as an employer and “what it really feels like to work here” through its Brand Attributes. A strong employer brand connects and blends together values, HR policies and people strategies, to create the behavioural ‘DNA’ of the organisation.
With this DNA embedded, those brand attributes are experienced by everyone interacting with the organisation. So what are the benefits to the organisation and the employee?

Good employer branding impacts positively on all the elements in this chart. Not only can it inform recruitment, talent development and employee engagement, making it an invaluable tool for HR professionals but there is also enormous benefit to the organisation as a whole. It can drive internal and external communications and enhance customer and employee experience, leading to more productive people and highly loyal customers. All this boosts overall growth and profitability.
This makes HR a valuable part of the wider business strategy – employer branding can create the common ground for HR practitioners and, say, finance directors to share dialogue and understanding of the strategic advantages on investing in relevant programmes. So where do you start? When we work with clients on an employer branding strategy one of the first questions we ask is, ‘What does your organisation want to be famous for?’ The answers to that question can reveal quite a lot! Employer branding is a journey and done right can be a real turning point for your organisation. It doesn’t have to cost the earth -it’s about discovery and re-discovery of what you already offer as an employer and how that can be used to re-ignite loyalty and engagement at work, feeding a better customer experience. And that of course, is a huge asset to the entire organisation.