Mention “employer brand” in a meeting, and you’ll likely get one of two responses: eager interest or barely concealed skepticism. While some might dismiss it as just another corporate buzzword, the reality is that your employer brand represents a strategic priority that’s more important now than ever before.
Recent years have brought a cascade of workplace trends and catchphrases – The Great Resignation, Quiet Quitting, The Rise of Hybrid. Yet beneath these headlines lies a fundamental truth: the challenge of attracting, engaging and retaining talent remains a constant for every organization, regardless of the economic climate or latest workplace trend. (Coffee Badging, anyone?)
The numbers don’t lie:
- 75% of companies are struggling to fill roles–double the rate from a decade ago.
- Most employees are checked out mentally at work. In fact, 59% of the global workforce is disengaged, which is costing us about 9% of global GDP. (Ouch.)
- Leaders think they’re nailing the whole employee well-being thing. More than 75% of C-suite folks are patting themselves on the back for improvements; meanwhile, two-thirds of the rank-and-file are saying, “Um, what improvements”? (Awkward.)
The Tango for Talent
Picture this: You’re at a dance. The music’s playing (that’s your business strategy), and you’re ready to hit the dance floor (that’s your goals). But you need a partner who not only knows the steps but is excited to dance with you, specifically. That’s where employer brand steps in.
Right now, you might be thinking, “We’ve got free snacks, Ping Pong and casual Fridays. We’re good, right?” (Nope.)
Your employer brand represents the intersection of your enterprise brand, business strategy and company culture. It serves as a bridge between what your brand promises externally and what employees experience internally.
An employer brand isn’t about perks, it’s about purpose. It’s not a one-way broadcast; it’s a dialog. And it’s definitely not empty promises; it’s the day-to-day reality of working at your company.
An employer brand is...
The bridge between your company’s aspirations and your employees’ ambitions.
The secret sauce that fends off the Sunday Scaries, and makes Mondays feel less … Mondayish.
The reason talented people choose you–and choose to stay.
The MORE You Know
Want to start thinking about your employer brand? Start with MORE:
- Meaning: What difference are we making?
- Opportunity: How do we help our people grow?
- Resources: How do we support life beyond work?
- Experience: What’s it really like to work here?
Still skeptical? Here’s food for thought: Every company has an employer brand, whether they’ve intentionally crafted it or not. The question is, are you letting it happen by accident, or are you shaping it with purpose?
The hard truth? In a world where talent have choices (and boy, do they have choices), a strong employer brand isn’t just nice to have–it’s your secret weapon for building a team that doesn’t just show up, but shows up ready to move mountains.
Your Next Steps
- Get Curious: Ask your team what brought them to you—and what keeps them around.
- Get Honest: Are you delivering on your promises? (It’s OK if the answer isn’t perfect.)
- Get Help: Sometimes an outside perspective is exactly what you need to see your strengths clearly (and, let’s be honest, your weaknesses, too.)
Building a strong employer brand isn’t about being perfect, it’s about being authentically, consistently, compellingly you. And if you need a hand figuring out exactly what that looks like? Well, that’s what brand therapists like us are here for.
Let’s make work better, together.
P.S. If you’re wondering whether your employer brand needs some TLC, check out our handbook, The Era of The Employer Brand.
