What is employer branding?
Strategically positioning an organisation as an attractive employer to attract, engage and retain talent.
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Employer branding rests on the Employee Value Proposition (EVP): the unique combination of terms of employment, culture and development opportunities that sets an employer apart. Channels include LinkedIn, Glassdoor, careers websites and employee ambassador programmes. Employer brand equity is measured through labour market awareness and attractiveness scores.
For example…
ASML launched an employer brand campaign aimed at technical talent, combining employee stories with content about the social impact of chip production. Time-to-hire fell by 18% and the quality of applications improved significantly.
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