Making Your Employer Brand Stand Out

Where 10 or 15 years ago, employers focused on attracting employees with “perks,” today, companies are focused on using their “employer brand” to grab talent.

But while onsite yoga classes and free espresso were relatively easy perks to procure and explain, employer brand is a much larger concept that’s harder to explain and control.

As a recruiter, I like the way Harvard Business Review breaks it down. According to their leadership experts, employer brand consists of:

👉 Your company’s reputation as an employer — everything from whether your company carries cachet as a place of employment to whether employees appreciate the culture

👉 Your employer value proposition, or the “give and get” in the employer-employee relationship

👉 This is probably the most important element, in my mind: The experience your employees feel that they have working for your company

As a recruiter for 25+ years, I’ve learned that without happy employees who genuinely enjoy showing up for work every day, you don’t have a positive employer brand.