What is an Employer Brand?

An employer brand is essentially a company’s reputation as a place of employment. It’s a strategic articulation that highlights why your organization is seen as a “great place to work.”

The Employer Brand serves as a defining statement of a company’s identity as an employer and communicates the unique benefits and values that employees can expect to receive.

The Employer Brand is the answer to the vital questions that linger in the minds of job seekers and current team members: “Why should I work for this company?” and “Why should I continue working here?”

The employer brand is not a static concept; it’s a reflection of the entire candidate experience, from the first touchpoint to the last. It’s an evolving promise that requires regular maintenance to ensure it stays relevant and true to the organization’s values and culture.

Why The Employer Brand Matters

Let’s explore the pillars that underscore the importance of a well-crafted employer brand:

Building Trust with Consistency: Consistent and confident messaging in talent acquisition builds trust. Trust is the foundation of any relationship, including the one between employer and employee.

Authentic Talent Marketing: When external talent marketing activities are guided by a strategic vision, the company shows up authentically. Authenticity leads to a genuine connection with potential recruits.

Relevance and Engagement: Speaking to potential and current employees about the things that matter to them increases engagement. When employees feel heard and valued, they are more likely to be committed and motivated.
Differentiation in the Marketplace: Understanding how other employers are showing up allows for the development of communications that are unique and differentiated. In a sea of sameness, it’s vital to stand out as an employer of choice.

The employer brand is more than salary and benefits; it’s the narrative of a company’s journey as a place of employment. It’s the story told through the experiences of both existing employees and those who aspire to join the ranks.

Investing in the employer brand elevates a company’s position in the talent market while also fostering a culture that celebrates and supports the workforce.

An employer brand exists regardless of whether it’s consciously crafted. The question is to take the reins and shape the narrative or leave it to chance.  Don’t select the latter, call Global Brand Works to help!

Check out Global Brand Works’ case studies on Employer Brand Development and Internal Brand Activation:


Kelly Services

Applied Materials



And other related topics:

Activating internal culture

Envisioning the Future of Work

The Difference Between Brand and Values

5 reasons why employees should understand the brand