Vistage Research Center

Get actionable, data-driven insights and expert perspectives from our global community of CEOs and thought leaders. Led by Joe Galvin, Chief Research Officer

Four Steps to Improving Your Employer Brand

You know about personal branding—what makes you unique to the workplace and how to leverage that for the best career opportunities; you also know about company branding and trying to create a corporate identity that attracts the most positive light. However, in your own company, are you paying attention to employer branding? Employer branding is the reputation that companies have with regards to the attracting talent and when you’re serious about working with talented people, you want to entice the best people who can succeed in your company, not just anyone looking for a paycheck.

So what are the key steps to building and improving your brand?

1. Build your community

As the old saying goes, “It isn’t what you know, it’s who you know.” In our globalized world, the group of whom you know can get larger by leveraging social media. Social media can allow you to connect more personally to people whose talent and insight outshines others. It also allows your employees and potential employees a way to get to know you better, so make sure you use this opportunity to make a good impression.

2. Develop employee loyalty

Each of your employees is a brand ambassador; with each employee you have the opportunity to improve your ability to retain talent and acquire new talent. Paul Maxin, Global Resourcing Director of Unilever says, “Ensure brand authenticity: don’t promise externally what you can’t deliver internally.” If you are trying to attract talent by offering a great work-life balance, then don’t create an environment where your employees are tweeting complaints about their unpaid overtime.

3. Find examples of good employer branding

There are companies that have such great reputations that even people who aren’t looking for new jobs talk longingly about being employed there—you probably know someone who would happily quit their job just to work for Apple or Google. So what do these companies have? A company culture that offers a good lifestyle to employees, claims Greg Moran, CEO of, including “intangibles for all of its employees, not merely senior positions.” Another outstanding company is Zappos, which boasts call centers with unusually low turnover (39% in 2008, compared with the average 150%). How do they do it? Employee engagement that encourages employees to be themselves, rather than creating an atmosphere where employees are afraid of how they appear to others.

4. Utilize metrics to maintain high standards

It’s hard to ensure success without a standard by which to measure success. A number of scales exist to judge how effectively your employer branding is working. The Employee Value Proposition (EVP), a balance of the benefits received by employees for their performance at work, is one way to make sure that what you offer as an employer is worth the time of the skilled people you’re trying to attract and retain. Another way to check how effective you’re branding is to use surveys to determine if people have an understanding of your company. Essentially, qualify specifically what you want people to be attracted to in your company, and then find out if people actually are attracted to that.

What steps do you plan on taking build your employer brand?

Print Friendly, PDF & Email
  1. Chuck Smith

    March 18, 2013 at 3:37 pm

    Beth, good points. A strong Employee Value Proposition is critical. One additional important point: make sure that you give all employment candidates a good experience. You have to measure this from their initial expression of interest through the final rejection and/or offer. Unfortunately in the world of employment for every job filled there’s one happy winner and all the rest lost out. So even those who don’t get the job should feel like their time has not been wasted.

  2. Kare Anderson

    March 19, 2013 at 8:48 am

    “I heartily agree. One of companies’ biggest missed opportunities is to coach and support employees in becoming helpful, pro-active, articulate ambassadors of the company brand and their own. They can strengthen relationships with customers and other key stakeholders, hasten apt innovation, boost esprit de corps with colleagues and hone their best talents. Companies may even keep top talent by supporting this approach. That’s why, as a former journalist who speaks and writes about connective behavior and quotability I am passionate about supporting such training.”


Leave a Reply

Your email address will not be published. Required fields are marked *

Predefined Skins

Primary Color

Background Color

Example Patterns

demo demo demo demo demo demo demo demo demo demo

Privacy Policy Settings

  • Required Cookies
  • Performance Cookies
  • Functional Cookies
  • Advertising Cookies
These cookies are essential in order to enable you to move around the Sites and use its features, such as accessing secure areas of the Sites and using Vistage’s Services. Since these cookies are essential to operate Vistage’s Sites and Services, there is no option to opt out of these cookies.
These cookies collect information about how visitors our Sites, for instance which pages visitors go to most often. These cookies don’t collect information that identifies a visitor. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not know when you have visited our site, and will not be able to monitor its performance.

Cookies used

Visual Web Optimizer
These cookies remember information you have entered or choices you make (e.g. as your username, language, or your region), and provide enhanced, more personal features. They may also be used to provide services you have asked for such as watching a video or commenting on a blog. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.

Cookies used

Google Analytics
Gravity Forms
These cookies are used to make advertising more relevant to you and your interests. The cookies are usually placed by third party advertising networks. They remember the websites you visit and that information is shared with other parties such as advertisers. If you do not allow these cookies, you will experience less targeted advertising.