Employer branding has become a crucial part of companies' strategies to attract and retain talent. However, not everyone is aware of the two sides of the coin: the internal and external aspects of employer branding. In this blog, we will delve deeper into both dimensions and how they influence each other.
What is employer branding?
First things first, let's start with what exactly employer branding is. Employer branding is the process by which an organization promotes and manages its reputation as an employer. The goal? To attract and retain top talent by providing an attractive and reliable workplace. Employer branding extends from the culture and values of the company to the marketing efforts aimed at potential employees.
External employer branding: market position and brand perception
External employer branding focuses on the perception of the company by people outside the organization. This aspect is often the first thing people think of when it comes to employer branding and is crucial for attracting new talent.
It's not just about how vacancies are advertised, but also about the overall presence of the company in the media, on social media, and at job fairs. The goal is to develop a strong brand image that resonates with potential employees and attracts them to what the company has to offer.
Internal employer branding: employee engagement and worker satisfaction
Then we have the internal aspect. Generally, there is slightly less focus on this, but it is very important! Internal employer branding focuses on the current employees of the company.
This aspect is aimed at creating a positive work experience that not only satisfies employees but also motivates them to do their best and feel connected to the organization. It includes initiatives such as employee recognition, career development programs, and promoting an inclusive corporate culture.
The interaction between internal and external employer branding
The strength of an effective employer branding strategy lies in the balance between the internal and external aspects. An authentic and positive internal brand image can contribute to a strong external brand, and vice versa. When employees are satisfied and engaged, they are likely to share positive experiences outside the organization, which in turn enhances the external perception of the company as a great place to work. A win-win situation indeed!
Elevating your employer brand
The synergy between the internal and external facets of employer branding cannot be underestimated. Companies that succeed in this not only attract high-quality personnel but also retain their best forces, which is essential for long-term success.
Do you have questions about how best to implement this within your organization? Send us a message!
