Why Employer Brand Matters for Attracting Talent

Why employer brand matters for attracting talent

Everyone knows that people are a business’s biggest asset. But to attract – and retain – the best people, you need a positive employer brand that marks your organisation out as a great place to work. In today’s competitive job market, it’s never been more important to have a strong employer brand. In this article, we’ll define the employer brand and explore why it matters so much. 

What is employer brand?

Your employer brand is the external perception of your company as an employer. A strong employer brand is one that defines and communicates what it’s like to work for your company, the business’s values and purpose, and what sets it apart from other employers – all of which should align with the type of candidate you want to attract. Essentially, then, it’s about marketing your company to your target audience – in this case, desired job seekers. 

You might also have heard of EVP, or employee value proposition. Your EVP is a clear and consistent message that describes how your organisation identifies as an employer. It’s a bit like a corporate mission statement, but focused on the value you offer to employees.

EVP and employer brand are intrinsically linked. Your EVP defines the value that employees and potential employees can expect when they come work for you. Meanwhile, employer brand takes that EVP and presents it to the wider world, through your website, social media, webinars, events, and so on. Together, EVP and employer brand help to create a positive public perception of your business as an employer. In this way, employer branding is just like regular branding, in that it’s about creating that all-important buzz around your business.

Why does employer brand matter so much?

It matters because it helps your business attract and retain talent. By painting a positive picture of what it’s like to work for the business, you attract motivated job seekers your way. And by communicating your organisation’s values and purpose, those people can immediately understand whether their values align with yours (which is crucial for employee engagement and retention). In other words, it’s not just about attracting candidates – it’s about attracting candidates who are the best fit. 

Working with an experienced recruitment company like Roc Search is a great way to assess and enhance your employer brand. Discover how we could add value for your business and attract the candidates you want.