What is employer branding? - Article by Kilian Underhill

What is employer branding?

‘If employer branding is the process, the employer brand is the identity of a company as an employer of choice. For effective employer brand promotion, however, the company can only attract current and future employees if it has an identity that is true, credible, relevant, distinctive and aspirational.’

universumglobal.com/articles/2014/03/what-is-employer-branding/

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How does this impact you?

Everyone single employee plays a vital part in establishing your employer brand. Whether it’s a colleague presenting at a network event or a unhappy employee ranting away on Glassdoor; your employer brand is always changing and being perceived in different ways or formats.

For me, I’m a believer in that this starts internally, if employees enjoy where they work, they are more likely to express their thoughts on the business with the wider community.

I have put together 3 ways that I think your employer brand can effect recruitment methods-​

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Candidate attraction

This one is a given, with a strong employer brand your vacancies will see a vast increase of applications. As a recruitment consultancy who relies on the applications of quality candidates, we are constantly promoting our brand in the market resulting in Ashley Kate HR being recognised as one of the leading HR recruitment consultancies.

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Employee Referrals

Employee referrals are crucial to saving time and money during your recruitment process. if your employees are speaking highly about your organisation and are truly engaged, this will project onto their wide community and attract interest from passive candidates as well as those actively looking.

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Industry Longevity

In your market I’m sure you know those few companies that are well known for all the wrong things. This can be from the countless zero star review on Glassdoor or those few colleagues who have worked there in the past and share the same bad experiences. If you start to become one of those companies, you will attract the lowest quality of candidates. How long do those companies last. Employee engagement is key to ensuring this does not happen.

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In conclusion, creating and maintaining a strong employer brand can save considerable time and money during your recruitment processes, even if you make 1-2 hires a year. Candidates will always want to work at an organisation who’s employees are proud to say they work there.

Kilian Underhill -  HR Recruitment Consultant for Greater London

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