Show me your employer brand

The employer brand is what people say about how your company recruits, motivates and retains employees

It is not at all what companies want, but we are in a labor market where the final word belongs to the candidate, not the employer. How we got here is less important now, because every moment – with or without the support of the HR function – employers have to face the consequences of this situation. The labour market went through a similar situation back in 2006-2007, and the solution for many companies, at that time, was to build up an employer branding. Not for long, because the crisis came and the labor market returned to employers again. But now companies really have no escape, and the conferences about the employer branding concepts do not provide any silver bullets.

What is the employer brand?

If the personal brand is what people say about you when you are not present, then the employer brand is what people say about how your company recruits, motivates and retains employees, when no one from your company is present. The personal, commercial, or employer brand is a promise of value, but also a shortcut to decision.

When the brand is strong, authentic and respects the promise of value made to consumers, they have the elements to facilitate their quick decision in favor of that brand. Similarly, when the employer brand is strategically conceived, consistently communicated and positively supported by the day-to-day reality of the firm, candidates have the elements to facilitate their employment decision.

It is important to say that there is no company that does not have an employer brand. It’s just that, the employer brand can be managed or not, positive or negative, honest, assumed and genuine (meaning aligned with the reality of the firm) or not.

Why do not companies look after the employer brand?

First of all because it was not necessary. The labor market has belonged for a very long time to employers (24 of the last 27 years), and the phrase „if you don’t like it (this job), 20 more like you are at the door” was omnipresent in the minds of many bosses. The communication environment was completely different, which allowed companies to „save the face” from all sorts of abusive or just unpleasant situations for the employer brand. Employees did not have the perception or the means to get empowered in their relationship with the employer. Theri resignation or readiness to comply with anything required, made life easier for employers. And then, why would you care about something like this, when, from the top management chair, only the short term results would lead you to the next promotion?