Objective
Employer brand
Making the company a place the right people want to work.
Employer brand is what people inside and outside the company believe it is like to work there, and why the right people would choose it. An integrated plan starts inside, because the story must be true for current staff first. It then tells that story through the people and the work, on professional networks and in content, with press relations, sponsorship and events extending its reach.
What matters when choosing
- An employee value proposition tested with current staff before it is shown to candidates.
- Real people and real work in the content, with their consent, rather than stock images and slogans.
- Consistency between the employer story, the customer-facing brand and what candidates meet in interviews.
- Clear guidance for staff who share content, including that they disclose they work for the company.
- Measures tied to hiring: applications from the people you want, offers accepted and early retention, not followers alone.
Questions to ask vendors and agencies
- Would our current employees recognise this description of working here?
- Which roles and which people are we trying to attract, and where do they look?
- How will HR, marketing and communications share one story, one calendar and one set of measures?
Common mistakes
- Promising a culture the company does not have, which shows in reviews and early departures.
- Asking staff to post scripted messages, which read as advertising and erode trust.
- Running employer campaigns apart from the customer-facing brand, so that the two contradict each other.
Typical disciplines Internal communications Social media Content marketing Public relations Sponsorship Events and experiential
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