What is an employment brand?
An employment brand communicates a company's culture, values and beliefs. It reflects the personality of your company. In short, it defines what makes your company unique and what it stands for. In association, it communicates to potential employees what it is like to work for your organisation and why long-term employees are retained.
Every employment brand is unique. For example, PricewaterhouseCoopers offers a different employment brand to that of Virgin, Vodafone or ANZ. Each has a distinctive employment brand, created to communicate what their company stands for and what it is like to work for them. Through its own unique employer brand a company can identify and communicate the entire employee experience and distinguish the experience of working at your company from others.
Benefits of an employment brand
Recruiting the right people is essential for any business success. As stated, all businesses are unique, so by identifying and communicating your company's employment brand to potential employees, you are more likely to attract candidates who are an ideal 'fit' and who will find a long-term, rewarding career with the company. Providing you base your employment brand on truth and the "Employee Value Proposition" you portray is accurate, candidates who are identified as the right 'fit' or match to your company's culture will thrive in your working environment since they understand and value the company's beliefs and way of doing business. Hence these candidates have a higher retention potential. The ability to attract the most suitable candidates for your company is a significant competitive advantage.
A strong employment brand is also an important element in a company's decision to become an Employer of Choice. This citation can help differentiate your company in the marketplace and is an advantage in your ability to attract the best candidates.
When used successfully, a strong employment brand should lower turnover and reduce hiring costs. It should also, by association, increase productivity.