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Employer Brand Strategy Guide Now Available

How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands

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In an era of globalisation and changing demographics, where talent is tight and the war for it tighter, organisations are increasingly concerned with their Employer Brand. How to become an employer of choice and capture the hearts of existing employees and potential candidates has now become a major challenge facing business leaders today.

“How to Launch a Successful Employer Brand: Building on the Practices of Top Employer Brands” analyses practices that distinguish Top Employer Brands from Other Brands and also provides practical recommendations on implementing an employer branding strategy to engage quality candidates and improve employee retention. The global report has been developed in conjunction with HRO Today, a leading magazine for the HR community, and surveyed 324 senior-level HR executives. In depth interviews on employer branding strategy and practices were also carried out with high profile brands including Disney and Microsoft.

Some of the key findings include:

  • High-level executive buy-in is significantly greater for Top Employer Brands
  • Nearly one half of Top Employer Brands indicate that they have defined organisational responsibilities for their employer brands,
  • Top Employer Brands focus more on value to current employees and half of Top Brands have a documented up-to-date employee value proposition
  • Top Employer Brands have a significantly larger average budget to support their employer brand initiatives

What is an “Employer Brand”?

An employer brand is defined as the perception of the organization as a great place to work by both current and potential employees. In short, it is the organization’s reputation as an employer. An employer branding program includes strategies for enhanced talent attraction, engagement and retention to strengthen an organization's employer brand.

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