All organisations have, consciously or otherwise, an employer brand. It's the way in which organisations differentiate themselves in the labour market, enabling them to recruit, retain and engage the right people. A strong employer brand helps businesses compete for the best talent and establish credibility. It should connect with an organisation’s values and must run consistently through its approach to people management.

This factsheet looks at why employer brand is important, how technology and social media are affecting employer brand, and its particular importance in recruiting talent, and mergers and acquisitions. It outlines the benefits of having a strong brand and the stages of developing one. Finally, it discusses the organisation’s employee value proposition and the idea of segmenting that proposition for different employee groups.

CIPD viewpoint

What is employer branding?

Why employer branding is important for HR

How organisations can benefit from developing an employer brand

How to develop an employer brand

The employee value proposition and employee segmentation

Further reading

This factsheet was last updated by Edward Houghton.

Ed Houghton

Edward Houghton: Human Capital and Metrics Adviser

Edward Houghton is the CIPD's Research Adviser for Human Capital Metrics and Standards.  Since joining the institute in 2013 he has been responsible for leading the organisation's human capital research work stream exploring various aspects of human capital management, theory and practice; including the measurement and evaluation of the skills and knowledge of the workforce. He has a particular interest in the role of human capital in driving economic productivity, innovation and corporate social responsibility. Recent publications have included “A duty to care? Evidence of the importance of organisational culture to effective governance and leadership” for the Financial Reporting Council’s Culture Coalition, and “A new approach to line manager mental well-being training in banks” an independent evaluation of the Bank Workers Charity and Mind partnership to deliver mental health awareness training in the UK financial services sector. 


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