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A few words about employer branding, i.e. “I heard that they’re cool!”

A few words about employer branding, i.e. “I heard that they’re cool!”

The public opinion about the employer becomes more and more important in making final employment decisions. The winners are those who consciously build their image, that is, employ what is called employer branding. These are employers that are well spoken of.


The times when you simply look for any job out there are long since past. Almost all of the employees entering the market are those who are already employed and are looking not only for the right post, but also for a good employer. Good, meaning one that will provide them with not only competitive pay, but with the best development opportunities and working conditions as well. The fact that every employer would like to have both the best team and the best opinion in and around town is becoming more and more obvious. In order to make the dreams of both parties become a reality, employer branding has been put in place.


The term – employer branding – is relatively new. It was introduced in 2001 by the McKinsey marketing company and is used in HR in its English form. It describes all of the company’s activities aimed at building its image as employer attractive both for potential and for current employees. Therefore, these activities can be divided into two types, depending on the group they are targeting:

Internal employer branding – addressed to company employees. It focuses mainly on creating a friendly atmosphere at work and on fostering opportunities for employee development.

External employer branding – targeted to potential employees. The aim of these activities is to build the company’s image as an attractive employer.


Unfortunately, many companies still do not understand the need for employer branding and delegate the related activities to HR, Marketing and Communication departments. “A new study by my company, Weber Shandwick, in collaboration with KRC Research, showed that only 19% of the nearly 2000 global employees we dealt with feel that the professional experience that their employer promotes in public is consistent with reality. In other words, what employees saw on a job search website or on their company’s social channels, or what they heard from recruiters, is often not in line with what they experienced when they joined the company.” 1 A Remember that this means a loss for the company. Unhappy, unappreciated and uncared for workers finally leave and go on to share their negative opinions with the world at large. Costs are increasing. The time-consuming recruitment and implementation process has to be carried out again. The morale of destabilized teams decreases as well. This translates into lower work efficiency as negatively affected client loyalty.


The employee is your brand. Take care of them so you can willingly let them gossip …


The company’s success in building its image as an employer is determined by its ability to implement a holistic approach to building the experience of its prospective and current employees. “People often assume that a strong product or a strong corporate brand will attract both prospective employees and customers in and of itself. However, in order to become a part of life of your customers, the products and brand image of the company must first be “carried” by its employees. ” 2. Meanwhile, interpersonal interaction is immensely important in employer branding. A well-groomed employee involuntarily becomes a “carrier” of positive information about your company. They will voluntarily recommend your products or services to their relatives and will do so in a credible way. Without hesitation, they will care for the company’s interests as they will feel that they own it. The prospective employee who will be recruited in an innovative and unique way will keep their good impression and share it. If they meet sincerity and transparency at the job interview, they will perceive the entire company accordingly.


Build the company’s image through responsibility

You cannot loose on being perceived as a good employer. Therefore, it is worth fulfilling the promises you made and treating others with the same respect you would want for yourself. Make your company transparent and let prospective employees have a peek inside. Give them an opportunity to learn about your company culture and the people with whom they may have a chance to work. Communicate. Today, almost everything takes place online. It is a good idea to use it. Maybe you can make a video of employees who recruit for your company? Give people a good reason to talk about you.


  1. Pricewaterhouse Coopers Innternational; Millennials at work. Reshaping the worklplace.; https://www.pwc.com/co/es/publicaciones/assets/millennials-at-work.pdf
  2. AntonellaMei-Pochtler , Rainer Strack , Wiebke Sokolowski , Christopher Kanitz, Manfred Dederl; One branding: Uniting the Employer, Corporate and Product Experiance.; 13.10. 2013; https://www.bcg.com/pl-pl/publications/2014/marketing-sales-human-resources-one-branding-uniting-employer-corporate-product-experience.aspx