What is an employer brand?
What’s the difference between a consumer or corporate brand and an employer brand? Are they one and the same? The answer is yes. And no.
While your customers and candidates may not always cross over (for example if you’re a corporate law firm hiring graduates), a great many times they will. Candidates usually buy into an employer to some extent based on their consumer or corporate brand – especially with the increasing role a sense of purpose makes in their decision-making.
We fundamentally believe that whatever makes a brand attractive to its customers will also play a part in making it attractive from an employment point of view.
Why is an employer brand important?
With the much bigger investment your employees will be making in your business (themselves!), your employer brand needs to go one step further than your consumer/corporate one. There are many different considerations when it comes to your employer branding – such as how candidates perceive your pay structure, values, work culture and progression opportunities. All of which means you’ll already have an employer brand, whether you’ve done anything to nurture it or not. So it makes sense to invest in thinking about what you want it to be and in shaping perceptions to make it a reality.
How can we help develop your employer branding?
Simply put, we’ll immerse ourselves in your core brand and translate it into an employment context.
Our strategic (yet pragmatic) approach sees us working across every aspect of employer brand development. From identifying and addressing any issues on the inside, to determining your Employee Value Proposition (EVP), creating an authentic organisational tone of voice, landing on a strapline you love, and evolving your visual identity.
If you need it all in one place so you can execute campaigns in-house and reduce your reliance on third parties, we can even create brand toolkits and guidelines.
Are we the right brand development partner for you?
High-profile consumer brand? We’re adept at finding the stretch in even the most complex (and constraining) corporate brand guidelines. We’ll develop messaging and marketing materials that influence potential and existing employees while staying true to the brand. And we’ll keep it fresh and relevant for different audiences and mediums.
Emerging brand? We’ll work hard to first identify your brand attributes to better help you compete with more established companies.
We also have considerable experience customising employer brands for different markets, cultures and audiences – without losing sight of the core brand attributes.
