Employer branding is the reputation and image an organisation projects as a place to work - culture, values, growth opportunity and how current employees describe working there. The articulated version of this is often called the employee value proposition (EVP).
What it means
A strong employer brand reduces the effort needed to attract candidates - people are more willing to apply, and existing employees are more willing to refer others - while a weak one makes every other recruiting activity work harder for the same result.
Where it fits in
Employer branding shapes the candidate experience even before a job advert is seen, and it indirectly affects metrics like time-to-hire and cost-per-hire by changing how large and willing the applicant pool is to begin with.
Key rules
- The reputation an organisation projects as a place to work.
- The articulated version is called the employee value proposition (EVP).
- A strong brand reduces effort needed across the rest of recruiting.
- Indirectly affects time-to-hire and cost-per-hire through applicant pool size.
