Employer branding: Bringing pride to employees, and momentum to recruitment

Employer branding is vital for organizations; It affects the reputation of organizations and their attractiveness to both current and potential employees. It embodies company values, culture and environment, which significantly influence job seekers’ decisions and employee satisfaction. A strong employer brand attracts top talent, encourages loyalty, and increases organizational success by improving retention rates. It also increases employee satisfaction and engagement, resulting in increased productivity and performance levels. As a result, investing in employer branding is crucial for organizations to develop a talented and motivated workforce, achieve success and maintain a positive market reputation.

Organizations often face challenges with employer branding due to discrepancies between their intended brand image and how it’s perceived internally and externally. This mismatch can impede talent acquisition and retention efforts. Our client – a global leading employer with a fantastic internal culture and track record – still had problem positions that it struggled to fill. It needed a new, fresh, and more dynamic employer brand to take to its workforce, and to inspire the next generation of prospective employees.

Overcoming this obstacle involves aligning branding strategies with workforce changes and market trends. Continuous monitoring and adaptation ensure the brand remains authentic and appealing to both current and potential employees, fostering a positive reputation and bridging the perception gap.

While working with the Global Talent Acquisition lead, we developed a core value proposition, and integrated execution plan. It was formed through stakeholder interviews, market comparison and analyses, and prospective employee interviews.

Our solution centres on a core value proposition, expressed across the key personas we are targeting, and translated across all employees within the organisation.