Employer branding is the reputation and image of a company as perceived by employees (past and present), competitors, and customers. All companies have an employer brand, whether this has been intentionally developed or not. An effective employer brand is like a series of promises to staff and customers; it should connect an organization’s values, attitude to staff, and wider policies and ethical standards, and be closely affiliated with the company’s visual brand. A strong employer brand helps organizations compete for the best talent, retain good staff, and establish credibility in their specific field of expertise.
What leads to a poor employer brand?
Factors that can damage an employer’s brand include not treating staff well, a toxic work culture (finger pointing, bullying, ignoring grievances and encouraging long hours), inconsistency in applying rules, and poor communication.
Dispatches From The Front 