Employer Brand Strategy: Why Does it Matter?

employer brand strategy why does it matter

In my role as Managing Partner of Alaant, I am fortunate to have a distinct vantage point where I see first-hand from prospective employees and employers the good, bad and ugly of hiring. Every day I am asked by companies how they can attract and keep talent. I can tell you one thing for sure—it doesn’t come down to just money and benefits.

In our current hiring environment, many companies are frustrated with trying to find and keep workers. Is it the compensation being offered? Are the benefits not competitive? Are the changes to minimum wage standards creating more competition for businesses? The answer: Yes, these factors could play a role and companies do need to make every effort to stay as competitive as possible. But it’s something deeper than these things. It’s more about companies needing self-awareness of the impression their overall brand is leaving on people, especially their employees.

Employer Brand Strategy

Why is Employer Brand Strategy important? For starters, competition for quality talent is fierce. There are more jobs available than people to fill them. You have to do a lot more than posting on social media or offering fun perks like a ping pong table in the breakroom to attract candidates. Brand and the reputation that goes along with it matter and it’s how you can set your company apart from the rest. Many job seekers are likely to apply to a company that actively manages their brand. A great majority will also read online reviews which absolutely influence their decision to even apply to your company.

When you thoughtfully put in place an Employer Brand Strategy, you are able to more effectively manage your brand experiences through the entire employee lifecycle from the first touchpoint (getting noticed by an applicant) through to the last touchpoint (an exit interview with them after a long, successful tenure with your company).

The ultimate goal of an Employer Brand Strategy is to have true employee engagement. The kind where your employees happily represent your company as brand ambassadors. This requires you to commit to and live out your values and mission daily. An Employer Brand Strategy sets in motion a comprehensive assessment of your business. To make it successful, you’ll need to actively seek out feedback and truly listen to it, embrace criticism and implement suggestions from your employees and customers. When you do this, you can build a leadership team that champions your mission and values and holds others accountable to do the same. This in turn creates a healthy and productive employee culture in which employees know the “why” in their role and feel confident that the company is doing whatever it takes to succeed collectively and collaboratively as a team.

Investing in an Employer Brand Strategy can make a positive impact on your hiring and retention efforts. If you want high performing, happy employees who will readily be brand ambassadors and are passionate about providing improved levels of service to your customers, then not only will your customer base grow so will your bottom line.


We’re proud to partner with id29, a well-respected brand agency to bring the benefits of Employer Brand Strategy to help companies build a killer brand and stand out in a competitive job market. We’d love the opportunity to partner with you. This email address is being protected from spambots. You need JavaScript enabled to view it.

About the Author

Miriam Dushane

Miriam Dushane, Managing Partner, Alaant Workforce Solutions

Miriam is all in when it comes to doing whatever she can to help the area grow and thrive. She is passionate about the work she does helping talented professionals find the right job opportunity and her work in the community is focused on furthering this area as a center for economic growth and vitality. Miriam likes to garden and take care of her pets and animals. She is a member of an adult only skate group where she roller blades every week. She loves the Mets! And she is completely obsessed with vacuum cleaners; she really likes to vacuum and has 6 right now.

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