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What Is Employer Brand?

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 employer brand 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 funnel, and helps tilt the scales in your favor when candidates are contemplating your offer.

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Holloway Guide ToTechnical Recruiting and Hiring

Align your team to avoid expensive hiring mistakes.

A practical, expert-reviewed Guide to growing software engineering teams effectively, written by and for hiring managers, recruiters, interviewers, and candidates.

  • 440-page online book
  • 838+links and references
  • Digital access to this title in the Holloway Reader
  • Downloadable PDF for personal offline use
Length: 440 pages
Edition: e1.0.6
Last Updated: 2020-11-20
Language: English
ISBN (Holloway.com):
978-1-952120-06-0
ISBN (print):
978-1-952120-00-8