How to build a good employer brand

Author: Jack Perlinski from DAIS Brand Strategy Advisors  

Employer Branding is vital to the success of every business – you need to create a brand story and culture that engages your market and attracts amazing candidates that will make your brand even more outstanding.   

Employer Branding is the process of building a perception of your brand as an attractive place to work, because it has something to offer employees. It’s how your business communicates and lives its true purpose in a way that motivates and mobilises its staff internally. Are your employees connected to your business because it stands for something that connects to their desires, inspires their passions and feeds their energy?   

A good Employer Brand is about how the people within the organisation feel about the business, and how your markets see your business. Take a moment to ask yourself; if a potential candidate is looking at your business, is your brand sending them the right signals? You might be a very renowned and pre-eminent business, but if your visual environment or online presence is conservative and dull, your Employer Brand isn’t as sharp as it could be, and could be harming your potential to engage with great employees.

It’s important to realise that people will make a judgement on the way you look externally; regardless of how successful or capable your business is technically. This provides an opportunity to deliver a brand story and strategy that connect to both your various marketplaces, current and potential employees. If you look at companies like Google, Mattel and Apple, they are continuously attracting attention as some of the best employers because they offer more than others in their field. They all give something to employees that they value beyond a salary – whether it be Google’s sleep pods and pool tables; Mattel’s paid leave for parents with children on field trips; or Apple’s internal education program – these companies provide experiences and opportunities beyond work KPIs and duty statements. 

The importance of employer branding for candidate attraction and recruitment is significant. LinkedIn studies have shown that companies who invest in their Employer Brand enjoy a 50% reduction in cost per hire and a 28% reduction in employee turnover rates.

Will working with you help others grow their CV, expand their experience, and give value to their future? Will it make them more than they were before they joined you?

Take our brand health check and see how your Employer Brand stacks up.