Employee Branding

 What’s Employee Branding and How to Build It

Employer branding is undoubtedly familiar to those who have worked in the corporate world for some time. What about employee branding, though? The process by which a business creates an employee image and unifies it with its employer brand is known as employee branding, a phrase recently coined in the human resources industry.

Employee branding is an internal and external marketing approach that aims to make employees feel good about their employer and better equipped to represent the brand. Creating a sense of excitement among all employees about joining your company is the aim.

Why is Employee Branding Important?

It is crucial to build an employee brand for several reasons. The first is that it's a part of your current brand identity. You need more than simply customer-facing branding initiatives to boost brand recognition.

The capacity to draw in and keep outstanding people is a significant advantage of employee branding. Every firm wants to see applications from the absolute best. Furthermore, there are more employment possibilities available to those at the top of their areas.

If your company has a bad reputation among potential hires, elite talent is unlikely to want to apply. Why would they apply with you, after all, if there are rumors that they may get greater treatment and respect at another company?

When you have a strong employee brand and an excellent brand reputation among current employees, top talent will be eager to work with you and actively apply for open roles.

A strong employee brand can help you get more customers.

When your custom branding and employee branding work together, they can further enhance your brand reputation and create a brand culture for everyone who interacts with your business.

Customers want to know they are supporting a business that treats employees fairly and provides a good work environment.

How to Build Your Employee Brand?

Building a strong employee brand is not an easy feat and requires a sophisticated approach. Central to this effort is a well-crafted employee branding strategy. Although there is synergy between the two strategies, a strong employer brand should not be mistaken or overshadowed by the branding strategy.

An employer branding strategy focuses on the company's reputation as an employer, while an employee branding strategy looks at how employees portray and live the company brand. It's about cultivating an environment where employees become organic brand ambassadors in online and offline interactions.

Implementing an effective employee branding program is important. Such programs should prioritize open communication, recognizing employees' achievements and actively seeking their feedback. It's an ongoing process that evolves based on feedback, candidate experience, industry trends and company growth.

At the same time, no matter how well-intentioned, the strategy and program will falter without consistent employee branding efforts.

Such efforts include regular training sessions, employee feedback, loops and creating opportunities for employees to connect with and understand the brand's core values. It's a holistic approach that ensures employees understand, live, stand for and promote the brand.