// Glossary · Employer Branding
Employer Branding
Employer branding is how a company is perceived as a place to work by current and potential employees: the sum of the experience, values and promises it offers.
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The employer brand is the employee-side counterpart of the consumer brand. Your consumer brand tells customers what you promise; your employer brand tells the people who entrust their careers to you what they can expect. That promise is defined by the employee value proposition (EVP) and delivered at touchpoints such as the candidate experience, onboarding, internal communication and career accounts.
Why it matters
In talent-scarce markets, candidates choose companies as much as companies choose candidates. A strong employer brand raises application quality, lowers cost per hire, strengthens retention and turns employees into voluntary advocates. An unmanaged one leaves the story to review platforms and word of mouth.
How it is managed
- Measure current perception: employee and candidate research, exit interviews, review platforms.
- Define the EVP and link it to an employer brand strategy map.
- Design every touchpoint (job ad, interview, first day, internal comms, social media) in one language.
- Track results with a KPI set and update content on data.
// Employer Branding