What’s the difference between EMPLOYER BRAND & EMPLOYER BRANDING

What’s the difference between EMPLOYER BRAND & EMPLOYER BRANDING

Recently in Bulgarian business a new term emerged – Employer Brand. More and more marketers and HRs began to collaborate and seek external consultants to improve and develop their employer brand. But what is employer branding and does this translation helps us understand the real meaning of the term? How we manage to build a clear understanding of what the whole palette of different components that comprise the employer branding will be the focus of today’s topic.

What’s Employer Branding?

Employer Branding is a process built from the set of characteristics that current and potential employees connect a company as an employer. This process reinforces its potential to attract and retain more talent. This in turn gives a positive impact in achieving the business plan of the company.

What’s Employer Brand?

If Employer Branding is the process, the Employer Brand is the identity of the company as an employer. For an Employer Brand message to be effective and attract current and future employees, the company must built an identity that is realistic, reliable, relevant, distinctive, unique and inspiring. But to achieve this, it is necessary to make thorough studies to ensure that this identity is not aimed only at attracting top talent, but is also satisfying for current managers and employees.

What is the premise of creating a good Employer Brand?

To create an attractive internal and external employer image, of course, you need to have a better understanding as to the needs of potential talent as for the current one. Here are some basic questions that would help us clarify these needs:

  • What expectations does top talent have to their career development opportunities within the company?
  • What are the strategic development objectives of the company?
    Only after collecting the data the company can define its unique identity. Or in other words: what makes an outstanding employer?

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