Your employer brand has become increasingly important in today's highly competitive labor market where the demand to attract and retain skilled labor is crucial to business survival.Basically "The employer brand is the impression that people have about your company as a place to work." Its about whether your employees want to continue work in your company/organization and its about whether job seekers want to join your company/organization.
Just as customer brand proposition is used to define a product or service offer, an employee value proposition is used to define an organization's employment offer. Likewise the marketing disciplines associated with branding and branding management have been increasingly applied by the human resources and talent management community to attract, engage and retain talented candidates and employees, in the same way that marketing applies such tools to attracting and retaining clients, customers and consumers.
Your employer brand is not just about developing a catchy tagline. It is a comprehensive recruiting strategy that positions your company in an attractive way and makes it top of mind for potential candidates. A focused corporate message that speaks to current and potential employees that conveys the company's culture and identity in a truthful and compelling manner. It is a long term vision that encompasses the values, systems, policies and behaviors which define what employers expect of their employees and what employees expect of their employers. A wish list of how the company would like to be perceived, i.e. promoting work-life balance as a key benefit to attract candidates is a good idea, but if your organization doesn't have programs in place, the message won't be credible.
So attracting and retaining the top talent is pyramid to a company success.
So
the questions are "Why is employer branding is so important for today's business ?"
And "How do we influence our Employer Brand?"
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