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An employer brand is the perception of a company among current and potential future employees of the company as a place to work. A company can impact their employer brand by marketing the company’s story, including the enticing and motivating aspects of the company’s narrative.
Your employer brand communicates your value proposition to candidates by covering topics like:
whether people use/like your company’s product
the problem the company is trying to solve (the company’s “mission”)
the company’s founding story
the company’s values and culture (what it’s like to work for you).
All of these attributes coalesce into the visceral feeling people get when they imagine your logo on their future resume. In the world of rhetorical appeals, your is all about pathos, or appealing to people’s emotions.
cautionBrand can work for and against you. For instance, Facebook reportedly saw a massive decline in its offer acceptance rate that seemed to be a result of negative press associated with the Cambridge Analytica scandal.
Ideally, your brand is a magnet that attracts the types of candidates you want into your , and helps tilt the scales in your favor when candidates are contemplating your offer.