An employer brand is the perception people have of what it's like to work at an organization. Your organization has an employer brand regardless of whether you created one or not. You probably can think of a strong brand you like related to important aspects of your life like cars, clothes, food, etc. When you think of working for one of those strong brand owners, do you have any idea what it's like to work there?
Think about the last time you had an experience with an organization's employees that did not turn out well or go smoothly. If you thought the employees handled the situation well, then you've been positively influenced by the employer brand. If you then read a testimonial from an active employee of the organization as you explored their career website, the employer brand has just been reinforced.
Every communication that goes out from your organization, every interaction customers have with your employees, every stellar interaction and every negative interaction contributes to your employer brand. Many organizations want to become the Employer of Choice. The fact is applicants have choices, so you need to choose to purposefully create an accurate and realistic employer brand.
Your organization's employer brand communicates to prospective applicants why someone would want to work for your organization. If your career website and marketing messages reflect an accurate and realistic brand, you are more likely to attract a greater number of high quality applicants. A high quality applicant pool leads to high quality hires. On the other hand, an unfocused, ill-defined, or unrealistic employer brand may result in attracting a smaller number of high quality applicants.
Your employer brand also resonates with your current employees. A brand not grounded in reality can cause employees (new and current) to ignore or subvert the employer brand, resulting in issues with onboarding and retention. Develop your employer brand with input from current employees to help ensure you realistically incorporate their perceptions and then be consistent in communicating the brand internally.
Creating your employer brand involves developing and communicating your employee value proposition (EVP).