Employer Branding

Learning Objectives
• By the end of this chapter, you should be able to:
• - Distinguish between ‘employer branding’ and
‘employee branding’
• - Set out the major stages in an employer
branding exercise
• - Contribute to the creation of an employer brand
• - Advise on decontamination of employer brands
• - Understand the significance of branding in HR
• - Identify advantages and criticisms of employer
branding
 Introduction to Employer Branding
• Employer branding involves shaping the
perception of your organization as a great place to
work.
• It aligns marketing, HR, and communication
strategies to attract and retain talent.
• Key focus: Differentiation from competitors and
enhancing employee satisfaction.
 What is Employer Branding?
o
A strategic HR and marketing initiative aimed at attracting
and retaining top talent.
o
Originated in the late 20th century as organizations
sought to differentiate themselves in competitive labor
markets.
o
Helps create a unique employee value proposition (EVP)
that aligns with company goals and culture.
o
Integrates internal employee experience with external
reputation to build a cohesive brand.
 Employer Branding

Ambler & Barrow (1996): Employer branding includes functional
(career growth), economic (salary), and psychological (pride)
benefits offered by an employer.
o
They conceptualized employer branding as the sum of benefits an
organization offers, not just in terms of salary (economic benefits),
but also in terms of growth opportunities (functional benefits) and
the emotional or psychological rewards, like pride and recognition,
that employees associate with the brand. This definition helps to
position Employer Branding as a holistic, multi-dimensional concept.

Sullivan (2004): It is a targeted strategy to shape awareness and
perceptions of current and potential employees.
o
Sullivan (2004) described employer branding as a strategic effort designed
to influence how both current employees and potential candidates
perceive the organization. It’s a targeted approach to improve an
organization’s image as an employer by shaping perceptions, which
ultimately helps attract, engage, and retain employees.

Berthon et al. (2005): Focused on crafting compelling employment
propositions that differentiate an organization from competitors.
o
They expanded on the concept of employer branding by focusing on
creating compelling employment propositions (EVPs) that make an
organization stand out in the eyes of potential talent. These propositions
are critical for differentiation, allowing the organization to attract
employees who align with its unique culture, values, and goals.
• Reflects how an organization markets itself to attract talent and foster
loyalty.
 Significance of Employer Branding

Enhances Recruitment and Retention: Builds trust and
attracts quality candidates while ensuring employee loyalty.

Strengthens Organizational Image: Creates a perception of
the company as a desirable and socially responsible
employer.

Aligns with Marketing Strategies: Helps ensure the external
employer brand is consistent with customer-facing branding
efforts.

Improves Employee Engagement: Employees feel valued
and are more likely to commit discretionary effort when
aligned with a strong brand.
 Importance and benefits of Branding in HR
•
Improves Recruitment Outcomes: A strong brand attracts more
applications and reduces time-to-hire metrics.
•
Enhances Employee Retention: Employees are more likely to stay
loyal to organizations with compelling workplace cultures.
•
Improves employee engagement and retention
•
Minimizes Costs: Reduces expenses associated with turnover and
external recruitment processes.
•
Enhances recruitment efficiency and reduces hiring costs
•
Promotes Advocacy: Engaged employees become brand
ambassadors, enhancing reputation through positive word-of-mouth.
• Builds a positive reputation in the job market
 Employer Branding vs. Employee
Branding
• Employer Branding:
• Focuses on the organization's reputation as an
employer
• Aims to attract and retain top talent

• Employee Branding:
• Focuses on employees as brand ambassadors
• Aims to enhance customer and stakeholder
perceptions
 Steps in Establishing an Employer Brand
1. Understand Your Organization: Conduct surveys and feedback
sessions to determine employee perceptions and company
culture.
2. Develop a Unique EVP: Craft a statement that highlights the
organization's promises to employees, such as career growth,
inclusivity, and benefits.
3. Implement Internal Branding Activities: Ensure employees are
brand ambassadors through tailored training and alignment
with brand values.
4. Evaluate and Adjust: Use key performance indicators (KPIs)
such as application rates and retention statistics to refine
branding efforts
 Examples of Employer Branding
• BBC

Reputation as an Employer: Known for offering creative
opportunities and a platform for meaningful work in public
service.

Key Attributes: Offers employees the chance to contribute
to innovative programming with global reach.

Brand Summary: Promotes an employment experience
based on collaboration, creativity, and impact.

Recruitment Approach: Uses its reputation and mission to
attract individuals passionate about media and public
service.
 Majid Al Futtaim, UAE
• Core Values: Emphasizes sustainability, innovation, and
creating exceptional customer experiences.
• Employee-Centric Brand:
• Known for providing a collaborative and inclusive workplace,
fostering career growth across its diverse retail and leisure
portfolio.
• Motto: "Creating Great Moments for Everyone, Every Day,"
reflecting its dedication to employee and customer
satisfaction.
• Career Development: Offers leadership development
programs, diverse career pathways, and opportunities to
work across its multinational network.
 Metrics for Evaluating Employer Branding

Application Metrics: Monitor the number and quality of
applicants for open roles as a measure of brand
attractiveness.

Retention Rates: Assess turnover statistics to gauge the
effectiveness of branding in fostering loyalty.

Employee Surveys: Use engagement and satisfaction
surveys to gather insights on internal perceptions of the
brand.

External Reputation Analysis: Review social media and
employer review platforms to understand the
organization's public perception.
 Challenges in Employer Branding
• Ensuring authenticity in brand messaging
• Aligning brand with diverse employee expectations
• Adapting to market and cultural changes
• Managing negative perceptions or brand
contamination
 Criticisms and Challenges
•
Risk of Being a Fad: Critics argue employer branding may
focus on trends rather than substantive workplace
improvements.
•
Perception vs. Reality: A misalignment between brand
promises and employee experiences can lead to distrust.
•
Cost of Implementation: Developing and sustaining
employer branding initiatives may strain smaller
businesses.
•
Limited Research Evidence:
• Questions remain about the long-term financial and
cultural ROI of employer branding.
 Criticisms and Challenges
• Risk of over-promising and under-delivering
• Potential conflicts between brand and reality
• May focus too much on external image rather
than internal improvement
 Decontaminating Employer
Brands
1. Identify Root Causes of Negative Perceptions
•Conduct surveys, focus groups, and reviews (e.g., Glassdoor) to
pinpoint areas of dissatisfaction.
•Analyze trends in employee turnover, complaints, or negative media
coverage.
•Example: Uber (2017) faced criticism for workplace harassment and
poor leadership.
•2. Implement Transparent and Ethical HR Practices
•Ensure equitable hiring, promotions, and conflict resolution
processes.
•Introduce initiatives to improve workplace inclusivity, such as
diversity programs.
•Example: Starbucks launched racial bias training to address public
concerns.
 3. Engage Employees in Rebranding
Efforts
• Encourage employees to provide input on branding
and share authentic testimonials.
• Create committees to address workplace grievances
and involve employees in solutions.
• Example: Microsoft involved employees in shaping
its culture of collaboration and innovation.
 4. Communicate Improvements
Consistently
• Use internal newsletters, town halls, and external
campaigns to share progress transparently.
• Highlight leadership commitment to change and
improvements in work conditions.
• Example: Volkswagen rebuilt its brand after the
emissions scandal by openly addressing
sustainability goals.
 5. Monitor and Sustain the Brand

• Regularly measure brand perception through