Emmanuelle Tulliez: Can you define what is an employer brand for us?
Consuelo Corridori: An employer brand is essentially how an organization presents itself externally as an employer. It showcases the qualities and unique characteristics that make the company stand out, attracting and retaining talent. There are three key elements to consider.
First, this is the reputation, how the company is perceived outside, largely shaped by the culture within the organization. It must be authentic, reflecting the opportunities offered to employees in terms of their careers, as well as the company’s contributions to society, the environment, and the community in which it operates.
The second element is the proposition, what the company offers to people when they join the organization. This is often conveyed in an employer value proposition, a promise of what employees can expect in terms of experience when they join and stay with the company. It also defines what the company expects from its employees.
The third element is the experience, which refers to the actual reality of what employees experience in the organization. This is the perception of how well the company has delivered on its promises, aligning what is said, what is done, and what is perceived.
Emmanuelle Tulliez: Why is this such an important tool, from your perspective?
Consuelo Corridori: There are several reasons. First, as I mentioned, culture is central. Without a strong employer brand, you won’t have an engaged workforce that takes pride in the organization. An engaged workforce allows you to attract people, reduces attrition, and lowers associated costs like recruitment, training, and the lower productivity of new hires as they get up to speed.
A strong employer brand can reduce attrition by up to 28% and increase long-term retention by 22%. With a strong culture and brand, employees are happier…
