An employer brand is a collection of ideas and beliefs that influence the way current and potential employees view an organisation and the employment experience that the organisation is offering.
Employer branding seeks to build an identifiable, unique employer identity and a value concept of the organisation that differentiates it from competitors.
A key component of employer branding is the development of an Employee Value Proposition (EVP) that communicates the central value message conveyed by the brand.
The Link between Talent and Brand
There is a direct link between brand and talent management. Aligning brand with culture creates the behaviours, energy and commitment required for companies to build an employer of choice position.
For an employer brand to be successful, it should be supported and enhanced by the company brand to achieve overall organisational alignment. Companies need to attract and retain the right people on the strength of the company’s brand and reputation, as well as understanding what motivates current employees and future candidates.
Utilising our proprietary process TalentMAGNET™ The Right Group’s approach to developing an employer brand involves:
- Understanding the client’s people strategy and organisational goals and objectives.
- Undertaking a comprehensive internal and external audit to measure the effectiveness of the organisation's existing brand in the minds of current and prospective employees.
- The development of an EVP which is cross-referenced with the strategic aims of the company and market differentiation.
- Integration of the EVP throughout the organisation i.e. embedding the EVP in all HR practices, including recruitment and talent management strategies.
- Measuring and managing the impact of the employer brand against the company objectives.
