Employer brand

A strong employer brand not only helps attract talent, but also ensures that employees feel connected and stay with the company. On the other hand, a weaker brand can cause good candidates to drop out or even respond negatively. By investing in improving your employer brand, you can distinguish yourself from the competition and better respond to the wishes and expectations of new talent, which ultimately strengthens your position as an employer.

What is an employer brand in market research?

An organization's employer brand is the perception that (potential) employees have of the company as an employer. It reflects how employees experience the organization, what emotions and expectations are at play, and where there is room for improvement.

A strong employer brand focuses on the following elements, among others:

• Perception of the brand and corporate culture
• Experience with internal communication and engagement
• Employee satisfaction and loyalty after joining the company
• Perception of work-life balance and flexibility
• Transparency of employment conditions and communication
• Company reputation as an employer

By working to strengthen these aspects, an organization can improve its employer brand and better respond to the wishes and needs of talent, which is essential in a competitive labor market.

Employer branding in practice

An employer brand revolves around understanding how your organization is perceived as an employer. What do (potential) employees think of your brand? Which aspects appeal to them, which less so, and where are the opportunities to strengthen your brand?

The employer brand is built up by various elements, such as the corporate culture, growth opportunities, communication, and the overall reputation of the company. By gaining a clear understanding of what employees do and do not like, you can implement targeted improvements and further strengthen your employer brand, enabling you to better respond to the needs of new talent and enhance your position in the labor market.

Would you like to speak with a research specialist, without obligation? Recently, we have seen an increase in research projects aimed at mapping the employer brand and identity for a diverse group of clients.