Employer Brand

Employer brand refers to the image projected by a company to candidates and employees. When used strategically, it helps to attract, retain and engage top talent, and enhance the organization’s reputation.

What are the key elements of an employer brand?

An organization’s employer brand is built around the following aspects:

• The company’s culture;
• Its working conditions and environment;
• The employee benefits it offers (total compensation, family-work balance, flexible working hours, etc.);
• The marketing organized around the employer brand (means of communication, tone and approach used);
• The feelings of current employees (testimonials, employee ambassadors, sharing on social networks, etc.).

Other elements can influence the image projected by a company and its impact on various profiles and generations of talent. The final goal is always the same: to attract qualified talent, retain them over the long term and improve their day-to-day engagement by nurturing a sense of belonging and high levels of job satisfaction.