Business Surgery: Lucinda Sloane, of Bird Media, asks 'What is employer brand?'

Employer brand is how you are viewed by your employees – past, present and future. It represents how you treat your people and includes everything from your company culture and values to the benefits you offer and the environments in which your people work.

A strong employer brand is vital for not only attracting but retaining top talent.

And with employees continuing to quit en masse in search of work-life balance (otherwise known as the Great Resignation), employer branding has skyrocketed to the top of many organisations’ priority lists.

So, what are your people saying about your company? And why should you care?

Here’s why:

A strong employer brand inspires a loyal workforce

The key to longevity and success in business is to nurture talented, management-bound employees who can drive and grow your organisation.

But we’ve all been there. You’ve invested time, money and effort into training an employee and then they leave – taking all those vital skills with them (and potentially onto your competitors). So, you need to give them a reason to be loyal to your brand; notably, an environment where they can thrive and an employer they feel proud to work for.

Your employer brand helps you stand out in a competitive job market

Just like your company brand, your employer brand distinguishes you from your competitors. Similarly to competing for customers, you are competing for the best existing and emerging talent in your market. And with predictions of 1 in 5 UK workers seeking new jobs with higher salaries and better benefits in 2023, competition is fierce.

Investing in employer branding increases the productivity of your people

Your employer brand is why existing and potential employees want to work for you. Being happy and engaged in a job are primary motivators for getting out of bed in the morning. Plus, employees who are happy and engaged work harder – it’s that simple.

And believe it or not, salary isn’t the be-all and end-all of employee happiness – nor are ping pong tables, free beer and sleep pods. Employees value being valued; that is, being told they’re doing a good job and receiving an authentic thank you in exchange for the experience and knowledge they bring to your organisation. So reach out to them.

In this column, I’ve given you the why and in the next, we’ll explore the how – how to cultivate a strong employer brand. Clue: you need an internal comms strategy.

If you’d like a quick chat or need more advice in the meantime, email me at lucinda.sloane@thisisbirdmedia.com

Follow Lucinda on LinkedIn: www.linkedin.com/in/lucinda-sloane