Employment25 Apr 2023Simon Druery

Designing a unique Employer Brand identity: Best practices and trends

A company's reputation as an employer is known as its Employer Brand identity. It is how current and potential employees perceive the company's culture, work environment and values.

With the job market getting more challenging by the day, it's crucial to establish a distinct Employer Brand identity. Your company's reputation as an employer is potent in attracting and retaining the right talent. This article will explore the latest trends and best practices for crafting a unique Employer Brand.

Why Employer Branding matters

Having a compelling Employer Brand can significantly impact an organisation in multiple ways. 

Firstly, it can help attract and retain top-notch talent. With the current competitive job market, job seekers are not only looking for a job but also for a company that shares their values, fosters a positive work culture and offers opportunities for career growth. An effective Employer Brand can more easily communicate these aspects to potential candidates, thus increasing the chances of them applying for the job and accepting the offer. 

Secondly, Employer Branding can boost employee engagement and retention. Employees working for a company with a magnetic Employer Brand are more likely to feel proud of their association with the organisation, leading to increased commitment and engagement. This, in turn, can reduce employee turnover rates, boost productivity and enhance job satisfaction. 

Lastly, a positive Employer Brand can contribute to an organisation's overall reputation, attracting customers and top talent while improving the company's image and standing in the industry.

Best practices for designing a unique Employer Brand identity

Establishing practical guidelines for the development of a distinctive Employer Brand identity is of paramount importance. Such guidelines can facilitate the creation of an Employer Brand that authentically embodies a company's culture, values and mission, resonating with existing and prospective employees.

Some of the best practices for designing a unique brand identity are as follows:

Trends in crafting an Employer Brand identity

Designing an Employer Brand identity is a fluid and progressive undertaking, subject to the influence of evolving market trends and shifting candidate expectations. As such, organisations must stay abreast of emerging trends in crafting a compelling and enduring Employer Brand identity.

One such trend is the need to create an Employer Brand identity that is uniquely ownable, thereby setting it apart from competitors. Companies increasingly focus on developing an Employee Value Proposition (EVP) that is authentic and will resonate with their targeted audience to achieve this goal. A few ways Employer Brands can achieve this is by leveraging the unique journey the business is on, and infusing corporate brand identity elements into their employment marketing content. Making sure you include ‘differentiated value’. This means what you offer that candidates and employees value BUT is different to what other employers offer.
For example; rather than saying a friendly culture (like most businesses do) you may discover (through research) that your employees value supportive teamwork above all else and that this creates a culture that is enabled to use diverse ideas to create exciting customer solutions.   

Another emerging trend is the use of user-generated content as a means of showcasing an organisation's Employer Brand identity. By encouraging employees to share their experiences and stories through social media and other channels, companies can offer a genuine and authentic perspective on their organisational culture and values - providing potential candidates with a deeper understanding of what it's like to work for the company.

The third trend is using video to convey authentic narratives of the company culture and its employees. This approach emphasises employee experiences, backgrounds, and motivations, fostering trust and credibility while effectively communicating the organisation's values and ethos in a more human way. Because people trust people over corporations. And video doesn’t lie. It’s the most authentic way to create content and quickly build credibility and trust.  

Frequently Asked Questions

How do you create an ownable Employer Brand?

Developing a distinctive Employer Brand that embodies an organisation's identity requires a purposeful and strategic approach. To that end, organisations can take several key steps to establish an ownable Employer Brand: 

Incorporate the organisation's journey: To establish a connection with potential employees, organisations should include their business journey in their Employer Brand. This means sharing the story of the organisation's planned growth, challenges ahead and milestones along the way. Doing so can help candidates understand the organisation's mission and purpose and also highlight the unique facets of the organisation's culture that are going to be required to get there. 

Integrate corporate values: An organisation's corporate values are the guiding principles that shape its business. They are crucial to the Employer Brand, providing potential employees insight into the organisation's culture and behavioural expectations. To establish an ownable Employer Brand, organisations should ensure that their corporate values are clear, pertinent, and aligned with their mission and purpose.

Integrate corporate brand elements: By integrating corporate brand elements into the Employer Brand, organisations can create an Employer Brand that is uniquely their own. This includes incorporating visual identity, tone of voice, and messaging that align with the organisation's values and mission. This approach will help create a seamless and consistent brand experience, reinforcing the organisation's value proposition across all communication channels.

What are the three critical components of Employer Branding?

Employer Branding constitutes a strategic approach aimed at attracting, engaging, and retaining the right talent. Some critical components that make up Employer Branding include: 

Thorough research on employees and competitors: Before developing an Employer Branding strategy, organisations ought to conduct extensive research to comprehend the needs, values and perceptions of their employees about the company. This research should also encompass a profound understanding of the competitive landscape in terms of what other companies are doing to attract and retain top talent. 

Craft an Employee Value Proposition (EVP): An EVP is a strategic marketing proposition (including pillars and narrative) that outlines the unique benefits and rewards that an employee receives in exchange for their skills, experience, and performance. A well-outlined EVP can assist organisations in distinguishing themselves from competitors and attracting the right talent. An effective EVP should be authentic, compelling, and aligned with the organisation's values and culture.

Authentic employee stories that align with the organisation's overall strategy: These narratives can take the form of testimonials, videos and social media posts, and they are instrumental in showcasing the company's culture, values, and mission. Such stories must be genuine and authentic for maximum efficacy, accurately reflecting the organisation's core principles and values.

Need helping crafting an ownable Employer Brand?
At Belong Creative, we’ve been helping some of Australia’s most desirable employers attract, engage and retain the right talent for their business since 2009. From crafting human-centric EVPs to designing ownable Employer Brand look and feels and bringing them to life through written, photographic and video storytelling we offer an end-to-end solution for people-focussed organisations that want to succeed by creating more belonging.  

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.