what is employer branding?

An “employer brand“ is a complex construct based on various intangible factors such as perception, image versus identity and the capacity to distinguish between them. In short: the employer brand is the image that the company transmits as a potential employer. With a strong employer brand, companies are perceived in society as especially good employers with appealing brand values and careers prospects.


In today’s hotly contested job market, the establishment and continual maintenance of an employer brand is a significant instrument in the process of finding and retaining suitable talent. Employer branding helps attract highly qualified applicants and promising new employees. Furthermore, it leads to stronger identification with the company on the part of the employees, thereby increasing loyalty.