“Just Do it.”
When we hear this phrase we think of Nike. Why is this so? Well it's all because of branding. We have often heard about the term branding but what exactly is it and why is it so stressed upon? Let’s begin with the term branding itself:
What is branding?
Branding is a unique identity created for your business to differentiate it from the competitors in the market. Branding is an umbrella term that constitutes of things like: brand identity, brand voice & messaging, and many more.
Now what does branding have to do with employers you might ask. A lot actually. How about we look through this one by one :
What is employer branding?
Employer branding is communicating that your organization is a desirable place to work. It’s a way to leave a positive impression on your current employees and a way to attract potential employees.
Why is employer branding important?
In today’s competitive market where people see thousands of digital ads on a daily basis it is crucial to ensure that you leave an impact. In today’s competitive job market, where all employers are looking for the best candidate it is easy for talented candidates to dismiss your company if you don’t paint it as a desirable place to work. Along with it you can have problems in retaining your candidates which has a negative impact on your reputation, economy and also damage your company’s culture. This all results in decreased productivity, higher costs and slower growth of the company.
Let’s have a closer look into why it is so important:
1. Attract talented candidates:
Employees are a crucial part of any company. It's impossible to go through daily tasks like sales, management and marketing without them. The impact of a bad hire may not be immediately visible, but over time it can quietly undermine your company’s growth and success. One of the most effective ways to reduce this risk is through strong employer branding. When candidates are drawn to your values, culture, and reputation, you naturally attract individuals who are a better fit. In most cases, better branding not only improves perception but also leads to stronger, more motivated hires.
2. Retain talent:
You have the employees that you were looking for but that alone isn’t enough. You need to ensure that they stay and a good brand is a key to that. A positive employer brand can create a sense of pride for employees which leads to their loyalty. Attracting talented candidates and retaining talents go hand in hand when your employees have positive experience across various roles can act as a catalyst for attracting talent candidates.
3. Enhance company’s reputation:
When you have a good employer brand your company’s reputation also elevates. This is great for customer loyalty and positive brand perception. They share positive experiences on social media, with friends, and in professional networks, which enhances the company’s reputation.
4. Competitive advantage:
A strong employer brand positions your company as a desirable place to work, giving you an edge over competitors in attracting and retaining top talent. When candidates perceive your organization as trustworthy, innovative, and people-focused, they are more likely to choose you over others. This reduces hiring costs, shortens recruitment cycles, and builds a workforce that is more engaged and loyal. Over time, this creates a cycle where your reputation continues to attract high-quality candidates, strengthening your market position and long-term success.
5. Brand awareness:
Employer branding doesn’t only influence potential hires but also strengthens the overall brand visibility. When your employees along with the candidates and the public see your company as a good work place they are more likely to talk about it, share their experiences and engage with your content. Which in turn amplifies your brand awareness making your company more recognizable and respected in the market.
6. Reduces recruitment costs:
You have good employer branding so you attract talented candidates and retain them which is great for reducing recruitment cost. Besides this when you have open vacancies they are likely to get filled faster which leads to faster hiring and reduces cost on extended job postings and recruiter hours.
How is employer branding different from company branding?
Sometimes people confuse employer branding for company branding. Company branding is how you present yourself to your customers while employer branding is how you present yourself to the employees.
While they are different and have their distinct purpose they need to be integrated with each other to position your company well in the market.
What are employer branding initiatives?
Employer branding initiatives are actions taken by a company for the purpose of shaping how your current employees along with your potential employees view the company. Some of the initiatives include:
- Showing your workplace culture through social media.
- Organizing career development programs
- Highlighting the achievements of your employees
- Give quick feedback and communicate properly
- Investing in employees personal and professional growth
- Caring for employees’ benefit with welfares like Social Security Fund (SSF)
- Prioritizing work-life balance with wellness programs and flexible work policies
Benefits of employer branding:
| For Company | For Job Seekers |
| Attracts high-quality candidates | Better career development |
| High retention rate | Positive work environment |
| Reduced hiring costs | Alignment with personal values |
| Enhanced reputation | Increased trust |
| Stronger company culture | Better work experience |
Employer Branding in Action:
Looking at how employer branding is done effectively is a great way to incorporate it in your own company or business. Some good examples of employer branding include:
- DHL Express
- Standard Chartered Nepal
- Asian Paints Pvt Ltd.
Employer Branding and recruitment:
Recruitment is directly impacted by employer branding. A strong employer brand ensures:
- More engagement during interviews
- Faster, smoother, and less expensive hiring
- Improvement in application to hire ratios
What are the pillars of an employer brand?
The foundation of employer branding can be broken down into five main pillars which include:
- Company Culture
- Employee Experience
- Reputation
- Values
- Employee Value Proposition
Employer branding and employee value proposition:
In simple words Employee Value Proposition (EVP) refers to what you promise to give to your employees in return for their skills and services. As written above it is one of the pillars of an employer brand. A strong EVP includes:
- Compensation and benefits
- Company values
- Work-life balance
- Career growth
With a good EVP your employer branding moves towards betterment.
The price of ignoring employer branding:
So far we have looked through what employer branding is and what are its benefits. But what exactly is there to lose if we ignore employer branding? It can lead to:
- Increase hiring cost
- Innovation Stalls
- Leadership Gaps
- Brand Dilution
- Lower employee engagement
- Slower growth
By incorporating a good employer brand into your company not only do you attract and retain top talents but also set the foundation for long term competitive advantage. So make sure you leverage it cause people don’t choose jobs anymore they choose values and culture.
