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What The Heck is an Employment Brand and Why Should I Care?

Updated: Dec 18, 2023

A HR consultant interview a potential client for the company sitting at a cafe asking potential employee qustions about resume, previous experience and referrences from previous jobs. What is an employment brand?

The reality is that every organization has a corporate brand, whether they know how to articulate it or not. And they have an employment brand, too (which is directly linked to their corporate brand). Your brand is your reputation, both internally with current employees and externally within the communities and job markets that you need to recruit from.

You can probably easily communicate what your product offering is, what your customers value about your products and services and how you compare to other organizations with similar products and services. But can you also communicate your employment brand? This is the “product” that you are offering to current staff and potential employees. Can you explain what current staff love about working for your organization or what aspects of your offering work against you when trying to recruit?

Spending some time on really understanding the “value proposition” that you offer (and not just from a leadership or owner perspective, but also from a staff or candidate perspective) can significantly reduce your turnover and improve your hiring success rate.

Start by asking yourself some key questions:

  • How long do employees typically stay at your organization?

  • What positive factors contribute to this and what negative factors contribute to this?

  • Why do employees want to join your organization? What are they seeking from you and how do you meet those needs?

  • What are the needs that you are not meeting and are there ways that you can change that?

  • Why would someone feel proud to work for your organization?

  • What is the overall experience for staff in your organization?

  • How are you unique when compared to other employers or to your competitors?

  • What are your (truly lived – be honest with yourself) organizational values? How do you embody these values in your culture?

The answers to these questions will help you communicate your value proposition when recruiting and will help you to understand what your current staff need from you.


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