HR Resources » Human Resource Advice » Employer Branding » Some truths about employment branding

Employment branding is not a “perception is reality” concept.
Building an employment brand is not deciding how you want your company to be perceived and then finding ways to communicate that message. Your employment brand must be based on the truth. No amount of communication will be effective, if culture do not back up the promise you make. You will be attracting candidates under false pretenses, and they will not remain with your organization once they realize the employment brand is not true.

An employment brand is not a mission, vision or values statement. These may indicate your goals and ideals, or where you want to take your company, but they tend to be aspirational rather than informational.

An employment brand is not a “look” or slogan.
While creative elements are important in communicating the employment brand once it has been defined, they are not the employment brand itself. They are merely signifiers of the employment proposition.

Employment branding works from the inside out, not from the outside in. It begins with your discovery of what your organization stands for, continues with commitment from key players including top management, and is established through internal effort.
Employment branding goes beyond just being on “best” lists or being considered an employer of choice, although this can be an important component in building your employment brand. The actual focus is much larger, based on every aspect of your organization, from management to practices to rewards.