7 Steps to Create an Employer Brand



7 Steps to Create an Employer Brand 

There was a time when employees were readily available, job fairs were abundant and candidates would line up for hours to submit their applications.

But the reality of today’s business environment is that it’s difficult to recruit and retain employees. That means if you’re a company with staff, you’ll need to be an ‘employer of choice’ and if you’re an individual seeking a new role, you’ll want to find one. In either case, it comes down to having a stellar employer brand.

Different from your corporate brand, an effective employer brand should clearly communicate what differentiates your workplace. It is the feelings and perceptions that a company creates, both inside and outside their doors that fosters a winning experience. That starts in the mind of your employees and how they feel about their employment experience, specifically that they like where they work and will in turn, be enthusiastic about the services or products they promote.

Creating an Employer Brand

Here are seven steps to creating a meaningful employer brand.  TWEET THESE

  1. Clarify your employer brand’s image. Although corporate and employer branding are not the same thing, they should project the same image.
  2. Identify what your employees want. People move here for a reason and supporting those lifestyle choices will create a positive energy that employees will bring from the hill into the workplace. Why offer medical and dental benefits if your employees don’t want them? Ski breaks, bringing a pet to work or perhaps offering a monetary benefit structure that your staff can adapt to suit their needs may work better.
  3. Look at team demographics, stages of employee life cycles and their personal and professional goals. Support them in achieving those goals.
  4. Develop a culture that emulates your employer brand, and create buy in throughout the organization. Employee recruitment and retention is no longer the sole responsibility of management, as everyone needs to engage in your internal brand.
  5. Walk the talk. With the advent of social media, it has never been easier to see the truth about how you run your business, and the culture you create for your staff and customers.
  6. Provide your management team with tools to constantly evaluate performance, effectiveness and communication strategies, so as to fulfill the employer brand.
  7. Refresh as required. How are your employees responding to their experience?


An employer brand shares workplace values and culture, ultimately attracting and retaining people with the right fit. By doing so, you can rise above the rest as the ‘employer of choice.’


Want to learn more?  Join us on February 1st at the Whistler Open Forum Event, ‘How Putting Employees First Boosts Your Brand.’  Check it out right here.


At Lighthouse Visionary Strategies, Cathy Goddard offers business and life coaching, workshops and the popular Whistler Open Forum Speaker Series. She is founder of Lighthouse Mentor Network, a mentor program nominated for Small Business BC Awards for 5 consecutive years.








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