November 2025

Mohammad Anas Wahaj | 15 nov 2025

According to Wikipedia, 'Employer branding describes an employer's reputation as a place to work, and their employee value proposition, as opposed to the more general corporate brand reputation and value proposition to customers.' Brett Minchington, CEO of Employer Brand International and the author of many books such as 'The Business of Employer Branding' and 'Your Employer Brand: Attract, Engage, Retain', defines employer branding as, 'The image of your organization as a 'great place to work' in the mind of current employees and key stakeholders in the external market (active and passive candidates, clients, customers and other key stakeholders). The art and science of employer branding is therefore concerned with the attraction, engagement and retention initiatives targeted at enhancing your company's employer brand.' In a research paper, 'The Employer Brand' (Authors: Simon Barrow; Tim Ambler), published in the Journal of Brand Management in December 1996, define the employer brand as, 'The package of functional, economic and psychological benefits provided by employment, and identified with the employing company.' The research was the first attempt to apply the brand management techniques to human resource management. SOME EMPLOYER BRANDING STATISTICS - According to LinkedIn, good employer brand reduces attrition by 28%; Talent acquisition for a good employer brand becomes 1-2 times faster; 59% of employers see employer branding as a key to their hr department strategy; 55% of employers quantify employer branding as a key area of investment; 75% of job seekers consider the employer brand before even applying for a job; 90% candidates would apply for a company that has a well maintained employer brand; 67% employees don't mind working with a lower play for a company with a very well maintained employer brand; 88% millennials believe that being a part of the right company culture is one of the most important aspect of work-life. To get the most out of employer branding requires a well thought out strategy and execution with the goal to attract, engage and retain employees - Develop an excellent company culture and an engaged workforce that would include employeed reward, adequate recognition, employee benefits and perks, strong leadership etc; Invest in identifying and developing the company's mission statement, values and culture with focus on positive impact on surroundings and communities that it opertes in; Conduct internal and external surveys to gauge perception of the brand among jobe seekers and internal employees; A well designed and communicated career page, optimized for mobile users, is an important part of the online employer brnding strategy (94% of the job seekers first check out the job listing on their phone; 50% of job seekers complete their applications on mobile; 47% of top talents find it difficult to browse through the website on their mobile phone); Clear communication of EVP (Employer Value Proposition) that would include explanation about benefits and rewards to employees is a necessity; Include a well explained and clear job description for best match; Providing testimonials and credible experiential statements to boost trust among prospective employees; Provide a streamlined and easy to use application process (60% of job seekers quit in the middle of the application process due to the complexity of the form); Create valuable content for job applicants to enhance talent acquisition; Keep the human element alive in interactions with the prospective candidates. Read on...

Vantage Circle: Employer Branding: What, How and Everything in Between
Authors: Iftekar Ahmed

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