What is employer branding in HR and recruitment?

Defined as the perception of the organisation as a great place to work by both employees and potential candidates, your employer brand is a vital asset in securing the high-calibre talent that drives the success of your firms. Here we'll explore the essential pillars of employer branding, expanding on the many buzzwords you will have heard, with a particular focus on advice for professional services firms.

Company culture

The cornerstone of any employer branding strategy is the company culture. In professional services firms, where collaborative problem-solving and client engagement are key, culture can be a powerful tool in attracting and retaining the right people. Transparency about your company culture, demonstrated through mediums such as videos and social media posts, can ensure your firm appeals to the right talent.

Employee value proposition (EVP)

This is what sets a company apart from its competitors as an employer. EVP is a unique set of values, benefits, and experiences a company offers in return for the skills and experience the employee brings. For professional services firms, an EVP might include elements such as competitive salaries, comprehensive benefits packages, continuous learning opportunities, and clear paths for career progression, alongside ways of working, mental health support, community and social activities and so on.

The best EVPs are co-produced with staff - so the benefits offered really do add value to people’s everyday working lives. For instance, some people think that different age groups in the workplace would want different things from an EVP - but we did some research finding that’s not so true. Yes, the softer aspects of a company’s employer brand are the most important to attracting younger talent— a diverse and inclusive workplace, a strong sense of culture, and a commitment to sustainability to name a few, but these are also just as important to Gen X. 

Your EVP should reflect your unique culture and values and reinforces the behaviours you want to perpetuate in the workplace. For many businesses the EVP is the key differentiator from the competition.

Lastly, don’t think of your EVP as something you do, tick off the list and dust off the shelf every decade. It’s a live document that keeps pace with the needs of the organisation and your people - reflecting the type of people you employ and what you stand for as a company.

Employer reputation

Your reputation as an employer can significantly impact your ability to attract and retain talent. This is particularly true for professional services firms such as management consultancies and law firms, where employer reputation can play a major role in differentiating yourself from other firms.

Candidate experience

From the initial job ad to the final interview and onboarding, the candidate experience plays a vital role in shaping your employer brand. Ensuring a positive candidate experience can help professional services firms stand out from the crowd and boost their employer brand.

Employee experience

The employee experience encompasses all interactions an employee has with your firm, from the day-to-day work environment to resources, tools, and the growth opportunities provided. For professional services firms, creating a positive employee experience that resonates with the talent you are seeking to retain and attract is integral to maintaining a strong employer brand.

Employee engagement

Employee engagement refers to the emotional commitment an employee has towards the organisation and its goals. High engagement levels are correlated with increased productivity and loyalty, two factors that are especially important for professional services firms where long-term client relationships and project outcomes are key.

Employee advocacy

Employee advocacy involves your employees actively promoting your organisation as a great place to work. When your employees share their positive experiences on social media or through word-of-mouth, they act as brand ambassadors, extending your reach and improving your reputation as an employer. Advocacy is also one of the most cost effective ways to reach your target audience and the foundation stone of it is happy and engaged employees.

In summary

Understanding and implementing these pillars of employer branding can give professional services firms, including management consultancies and law firms, a distinct edge in attracting and retaining top talent. Employer branding agencies can help firms craft an authentic, resonant brand that appeals to their ideal candidates.

An effective employer brand isn't just a tool for recruitment; it forms the foundation for a satisfied, engaged workforce contributing to your firm’s success.