Why is Employer Branding of Paramount Importance?


Contrary to what many think, branding goes beyond captivating marketing campaigns, logos, and visuals. It is an indicator of how a company treats its employees.

Stable and positive employer branding is essential in the highly competitive pandemic realm. Moreover, 92% of candidates would leave their current job for a position at a company with an outstanding reputation.

But there’s more to why employer branding is of paramount importance to employees and employers. Here is what makes it crucial for both parties:

1. Recruitment and Talent Acquisition Improvement

Employer branding represents the company’s identity, and it showcases its mission and objectives. Thus, it influences job seekers’ perception of an organization, and it helps them identify whether their values align. 

It is no surprise that 75% of candidates wouldn’t take a job with a company that has a bad reputation, even if they’re unemployed. Stellar employer branding helps HR departments increase their talent pool because it attracts more qualified candidates. 

Companies should share their employees’ experiences, testimonials, and stories on social media networks to leverage the employer branding and create a shortcut to receiving plenty of job applications. Thanks to that, recruiters don’t have to invest all their time in job ad promotion and seeking candidates.

2. Cost and Time-saving

A LinkedIn research study found that a strong employer brand reduces cost-per-hire by 50%, and it makes hiring 1-2 times faster than other methods. Job seekers migrate toward companies with clear and well-established workplace culture, as well as a flawless reputation.

When the employer branding speaks for itself, recruiters can spend less money on investing in promoting their vacancies on career websites. Thus, traditional recruitment techniques, such as posting on job boards, don’t always result in the most compatible candidates. A consistent and clear company brand attracts candidates with similar core values and sensibility.

Since great employer branding reduces turnover by 28%, companies can save the resources they would spend on employee replacement.

3. Increased Leads

Job seekers aren’t the only ones who want to be a part of a successful company with an impeccable reputation. Customers also want to collaborate with companies that treat their employees and clients well.

People won’t risk their businesses working with those that have a reputation of mistreating others or don’t even have an online presence. It is why leads will think twice before signing a contract with a notorious or outdated company. 

As a result, employer branding indirectly affects revenues, collaborations, and networking.

4. Respectful and Safe Workplaces

Candidates want to work for companies with exceptional employer branding not only because it allows them to be a part of a successful business. They seek workplaces where superiors and coworkers will respect them, making them feel welcome and safe. 

Moreover, job seekers want to see that a company can answer their needs, including flexibility and different vacation options. It is why employer branding should showcase incentives, benefits, and perks, such as the possibility to work from home.

Companies should pay extra attention to their marketing and whether their website and social media channels reflect all the advantages employees get from working for them. 

Leverage your company’s culture and brand

Employer brand and company culture are accessible assets every company has, yet many fail to use their full potential. Executives should encourage collaboration in all departments in developing, strengthening, and showcasing employer branding as it’s one of the essential tools for talent attraction and retention.