What is employer branding?
Employer branding is the process of creating and promoting a company’s image as an attractive place to work. Its goal is to attract and retain talented employees by highlighting the company’s strengths, including its organizational culture, values, work environment, and professional development opportunities.
Effective employer branding involves both external communication (aimed at potential candidates) and internal communication (aimed at current employees). These activities may include, for example:
- recruitment campaigns (creating attractive job advertisements and promotional materials that distinguish the company);
- social media and website (showing the company behind the scenes, sharing its achievements and values);
- working conditions and benefits;
- CSR activities (e.g., activities for local communities, pro-environmental initiatives, or employee volunteering).
Employer branding is key to building a lasting reputation as a desirable place to work, which in turn contributes to better talent acquisition, increased employee engagement, and reduced staff turnover.
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