Employment Brand

Organizations strive to develop reputations as employers of choice. Those seen as desirable places to work are better able to attract qualified applicants compared to those that have poor reputations. The employment brand is the distinct image of the organization that captures the essence of the company to engage employees and outsiders. The brand is a set of qualities that promises a unique employment experience.

There are many “best employer survey” lists that rank organizations in terms of employee engagement, job satisfaction, pay, benefits, flexible schedules, corporate social responsibility, and other employee-friendly characteristics. Companies identified as the best places to work receive significantly more applicants than those that don’t make the grade.

The brand can create positive perceptions if the company also highlights the employee value proposition, which is developed by focusing on the company’s commitment to employee excellence and development. Keep in mind that the employment brand must reflect the genuine work environment and not simply be a marketing creation that doesn’t match the true experience of life inside the organization.