First things first: what is employer branding?

Before we dive into how we approach an employer branding project, it’s smart to take a moment to clarify what employer branding actually is. That way, we’re all starting from the same page... which makes sense, right?Simply put, employer branding is about managing and influencing your reputation as an employer among job seekers, your employees, suppliers, and other key stakeholders. But why 'managing' and 'influencing' rather than 'defining' or 'dictating', you might wonder? Well, because it’s about your reputation, and that’s not something you truly "own." It exists in the minds of your current and potential employees. It’s shaped by their thoughts and experiences. Employer branding, therefore, is an ongoing process... even if you’re not actively doing anything about it.

The power of employer branding in a employee-driven market

We probably don’t need to tell you that finding the right professionals to fill your vacancies can be a real challenge. With too few suitable candidates for the vast number of jobs available, we’re firmly in a employee- or candidate-driven market. Job seekers hold the power, as they're able to choose from multiple employers when looking for their next role. And this situation isn’t expected to change anytime soon. Therefore, as an employer, you need to truly stand out and offer added value. Trust us, when we say that extra vacation days or 'unforgettable' Friday afternoon drinks are not gonna cut it. Glassdoor conducted a study among job seekers to uncover what they focus on when searching for a new job. A staggering 95% (!) of respondents identified a company’s reputation as one of the most decisive factors in whether or not they’d apply. And that reputation is directly tied to your employer branding efforts. These efforts should ensure that your company holds a distinctive position in the market: one that people can relate to and want to belong to. That sense of belonging is your golden ticket to a strong reputation and the foundation of a successful employer branding strategy.

Employer branding vs. filling vacancies

A common misconception about employer branding is that it's all about filling vacancies. However, that’s just a small part of the bigger picture. Your reputation as an employer matters to a wide range of audiences, across different phases of the employer branding journey. From attracting professionals, students, and potential partners or suppliers, to the moment they leave your organisation and become brand ambassadors: each step requires an authentic approach to share your story. Employer branding is about more than recruitment. Instead, it’s about building lasting connections and reinforcing your brand at every touchpoint.

A manifesto as the foundation for employer branding

That story we just mentioned? It needs to resonate throughout every step of your employer branding strategy. A strong, well-crafted story serves as the foundation on which to build all your employer branding activities, reinforcing your reputation in a positive way. However, this only works if the story truly aligns with who you are as an organization. Relevance and authenticity are key. Want an example? We get it. That’s why we wrote this blog featuring two great employer branding examples in which an authentic story makes for a rock-solid foundation. Such a story, often referred to as a manifesto, is, of course, rooted in the insights gathered during the employer branding session that precedes it.

Employer branding kickstart session

To identify what sets you apart in employer branding, a kickstart session is essential. During this session, we’ll work together to define the short- and long-term goals of your employer branding activities and dive deeper into your exact target audiences. Where can they be found, and what are they looking for? Of course, we’ll also examine what your organisation has to offer and how we can add value to every phase of the employer branding journey. To do this, we use various models that provide clear insights into what truly makes your brand unique.

These models guide us to view your employer brand from two angles: outside-in and inside-out. From this foundation, we develop the people proposition: the core ingredient for your manifesto and all communication tools. This is then detailed in a custom-made blueprint document, specifically tailored to your brand.

Align your Employer Branding communication with a custom-made blueprint

Now that you know what makes your employer brand unique and what story you need to share, it’s time to determine which content is needed to do so and on which channels it should be shared. These can include both internal and external channels, depending on the purpose of the specific content. To keep everything organised, we create a custom-made blueprint. This document pragmatically and efficiently outlines which content should be delivered to which audience, at the right time, through the most relevant channels. It also includes guidelines for deciding which topics or initiatives do (and don’t) contribute to building a strong employer brand. In short, this is your employer branding bible for daily communication activities. Because employer branding, is an ongoing process of managing and influencing your reputation, remember?

Curious how employer branding can really make an impact on your reputation?

Then, we’d love to get to know you and your brand. It’s as simple as that. From there, we’ll explore how we can make a difference and elevate your employer branding. And all the steps we’ve outlined above? Of course, we’ll walk through them together, at your pace.