Employment21 Jun 2023Simon Druery

The Art of Employer Branding Design: A Guide to Creating a Consistent Visual Identity

Employer Branding is much more than just developing an Employee Value Proposition (EVP). Its purpose is to create a coherent and uniquely visual identity that is communicated across online and offline platforms to prospective candidates and employees. The visual elements of the Employer Brand, such as design templates should be consistent and convey your EVP messaging across all platforms.

All the visual elements work together to build trust, quickly and easily. They tell the prospective and current employees about your offer as an employer. It helps to create a clearer picture of the employee experience in the target audience's hearts and minds.

Belong Creative has helped many leading employers create a visual brand identity specifically for their Employment Brand. To learn about our Employer Brand identity work, visit one of our key projects.

Why does Employer Branding matter?

Employer Branding conveys the tangible and intangible benefits that an employee receives from an organisation in the form of a promise. It helps to connect candidates favourably with the employer, to make the recruitment process more effective and efficient. Prospective employees judge an employer through the lens of the Employer Brand.

The more connected candidates are with the Employer Brand, the higher the chances of attracting the right employees. 

The benefits of Employer Branding to the organisation are:

1. Helps attract, engage and retain the right employees 

2. Sets offer apart from competitors to attract the best talent

3. Supports the desired work culture

4. Reduces recruitment and hiring costs 

5. Reduces early attrition

6. Creates more belonging and improves performance

What are the key ingredients of an Employer Brand?

An Employer Brand helps organisations position themselves as the right place to work for certain employees. Many key ingredients help to build a positive and compelling Employer Brand. Some of the key elements are:

1. Employee Value Proposition 

2. Organisation culture, values and vision

3. Employee stories and experiences

4. Referrals

5. Visual brand elements such as logo, colours and other design elements.

All these ingredients help form a distinct identity of the organisation’s Employer Brand. 

Elements that affect your Employer Brand

Employer Branding is a comprehensive tool that helps companies attract, engage and retain their relationships with employees. 

Many elements affect your Employer Brand and how it is perceived in the marketplace. Some of the critical components are:

What are the elements of an Employer Brand visual identity?

The Employer Brand visual identity helps to communicate how your brand should position itself in employment marketing channels both internal and external. Coherence is more important than consistency when designing the visual brand elements and what they should communicate.

Below are the essential visual brand elements and their meaning for creating a visual Employer Brand identity:

How to create a visual Employer Brand identity with impact

Many different factors go into making an effective and compelling Employer Brand visual identity. Such considerations include consistency, coherence, memorability, appropriateness and uniqueness:

Frequently asked questions

Q. Why is Employer Branding important?

Employer Branding remains vital to businesses seeking to attract potential employees. Creating an Employer Brand with an insights-led strategy places the organisation at the forefront of the right candidates’ minds and effectively reduces recruitment costs while reminding current employees of the workplace and culture benefits.

Q. What is the purpose of an Employer Brand?

Employer Brand helps companies attract, engage and retain the right talent pool and showcase their business as a desirable place to work and develop a rewarding career. 

Article by Simon Druery

Simon Druery is Director and Brand Strategist at Belong Creative. What gets him jumping out of bed each day is helping business owners and marketers craft brands that people want to belong to. When he’s not working you can find him travelling Australia in the family caravan and enjoying a tawny port by the fire.