There’s a lot of confusion around employer branding, talent branding, and even culture branding in today’s B2B world. Here’s the truth. ALL of these terms are pointing to the same thing, which is how your brand is perceived by YOUR PEOPLE. The audience for all these forms of branding is your current and future team members. That is your “target persona” for the purposes of brand messaging.
Here’s another truth. If the branding you use for marketing to customers and end users is completely different from your talent or employer branding, you are in trouble. Your B2B brand should represent your TRUTH in the marketplace, whether that target audience is talent or customers. If there is a disconnect, this will become evident and erode trust in your brand among all stakeholders, internal and external.
Employer branding or talent branding is simply the facet of your brand that answers critical “What’s in it for me” questions for current and potential employees. These questions look like this:
- “Do you care about me?”
- “Do you align with my values?”
- “Will you set me up for success?”
- “Will you help me make progress toward my goals?”
- “Will I be proud to work at your company?”
Note: Culture Branding is a slightly broader concept, since it may overlap with branding for your external customers. More and more, in the era of “tribal marketing”, people are making decisions about what brands to buy from based on values alignment. Capturing attention in the brand awareness stage and building long term loyalty is often easier when there is a cultural fit between a company and its customers.
Why Is Employer and Talent Branding Important?
Branding in this context is the process of promoting a company as an ideal employer to attract and retain the right talent and reinforcing a positive perception of the company among existing employees. It involves showcasing and promoting the company’s values, culture, compensation, and career opportunities to create a positive image in the minds of current and potential employees. The goal is to make the company a preferred choice for the best talent in the market.
What Are The Components of Talent, Culture, and Employer Branding?
Employer, Culture, and Talent brand is about how a company positions itself as an organization or a team – and how employees perceive and promote the company. Here are a number of factors that inform and impact this type of B2B branding:
- The stated purpose of the organization (mission, vision, purpose) or “Why” it exists
- The values the organization expresses in daily action
- The character or personality of the organization as a whole
- The type of work environment provided (from pay and benefits to the working location, leadership style, and atmosphere)
- The visual elements and messaging used to communicate about the brand
- The candidate and employee experience at each step when interacting with the organization
- Internal communication (e.g., how you roll out communications to your people)
- How people are rewarded and recognized
In the B2B context, employer, culture, and talent branding hold significant importance. A strong brand can attract high-quality candidates, reduce hiring costs, and improve retention rates while increasing productivity and engagement.
You Can’t Dictate Your Brand Perception
While you have the ability to guide and influence your employer and talent branding, remember that it is also heavily influenced by:
- Experiences, perceptions, and sentiments of the existing workforce (and ex-employees)
- The perception of job candidates (regardless of whether they end up being hired)
In the digital age, current, former, and future employees all have many platforms at their disposal to shape your brand. This includes Google and Glass Door reviews as well as social media sites.
How to Improve Your B2B Employer & Talent Branding
- Invest in making the employee and candidate experience seamless and outstanding.
- Actively engage your talent to collaborate in building a positive brand presence.
- Make your internal communication just as intentional as your external marketing.
- Showcase your people so they can shine and attract your next set of top team members.
A strong employer or talent brand can significantly influence your company’s reputation. It can help attract high-quality candidates, reduce hiring costs, and improve retention rates. It can also positively impact customer perception, as companies with happy employees often provide better customer service. When your team feels valued and engaged, they are also more likely to become brand ambassadors for your organization, enhancing social reputation. Schedule a call with us today to learn how we can help you develop a strong employer brand and attract top talent for your company. Remember, investing in your employees is an investment in your brand’s success.