Employer Branding Framework: 10 Parts That Make Up Your Organization’s Employer Brand (INFOGRAPHIC)

July 30, 2018

Employer branding is a known concept (and sometimes even a household word) among forward-thinking HR and talent acquisition teams today, because no matter how you look at it, a positive employer brand makes a proven and significant difference on your company, period. Whether for obvious reasons like making it easier for your company to attract new talent, or for more indirect reasons like reducing cost of hiring, improving employee engagement, or raising employee retention rates, employer branding is fast becoming a top priority for companies of every size, type, and industry:

However, as great as it is that we all agree how important employer branding is, it’s not enough to then simply say that you’ll focus on your company’s employer branding in the near future. You have to, before anything else, be clear on what aspects of your company needs improvement from an employer branding perspective. To do that, you have to know what parts make up your employer brand in the first place.

There are 10 different parts that make up employer branding in your organization and we like to refer to them altogether as an Employer Branding Framework. Here are those 10 parts, along with a bit of context as to why they matter:

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1. Career page.

The average candidate uses 18 different resources to research a company before applying for a job, and your career page tops the list as the #1 resource candidates rely on when doing that company research. To take full advantage of all of the attention it already naturally gets, make sure your company’s career page is 1) up to date, 2) provides a seamless candidate experience and 3) shows how much your company cares about your candidates, your company’s values and your employees.

2. Job listings.

Your job descriptions have a very unique impact on your employer brand because it’s often one of the very first impressions –  if not THE first impression – interested job candidates have of you as an employer. Make that impression count by avoiding the use of boring, canned job descriptions and instead, making a concerted effort to actively differentiate your job ads from the others out there (especially your competition’s). If you’re not sure how to do that, try a few effective job listing elements like unique wording, describing what your definition of success for the role looks like, third party perspective, and a snapshot of what working at your company is like.

3. Your website and blog.

As another one of the many different sources that job candidates look at while researching you as an employer, this is where you let your core values shine through your content. Because whether it’s true or not, job candidates will assume how you treat your customers and the general public = how you’ll treat them.

4. Culture and corporate values.

Your culture and values matter a lot to today’s job hunters because it’s part of your company’s all-important EVP (employer value proposition). So 1) make sure you yourself understand your culture and values, and 2) make it visible for candidates to see on your career page, social media, and company review sites, at the very least.

This is also where your company’s mission comes into play. Your company’s mission is meant to be one singular driving statement that encompasses why your company exists and it should inspire employees and prospective employees alike. However, a company mission standing on its own doesn’t give enough context as to who your company really is to a prospective job candidate. It’s your company’s culture and core corporate values that convey (and prove!) how real that mission is within your company.

5. Candidate communications.

This is where candidate experience comes in. For 83 percent of job seekers, a bad interview experience can make them rethink a job they were initially excited about, and 80% of people would take one job over another based on relationships formed during the interview process. So the key tip: Always communicate clearly, respectfully and promptly with every candidate in your pipeline regardless of whether they’re moving to the next step – it makes a huge difference on how they perceive you as an employer.

6. Company reviews.

As transparency about internal employer practices becomes the new norm in today’s job market, candidates are going straight to your company reviews to look for inside information. Rather than letting those reviews tell your company’s story for you, take an active role in the conversation by responding to reviews and keeping track of them over time. To gain access to your reviews so that you can do this you have to claim your company profile on review sites, which luckily is very easy to do

You can also take an even bigger and more proactive step by featuring some company reviews on your company’s own career page and in your recruiting materials. Company reviews in this case act like testimonials, or third-party proof that you’re as great as you say you are. 

7. Employee stories and advocacy.

Candidates are more likely to trust a company’s average employee as a credible source over other sources, because who else can truly represent your company better than the people who actually work there? Get your employees involved and advocating for your employer brand by giving them outlets to do so, like through having them share social media content, be featured in social media content, write a blog post or appear in a company video or two.

8. Social media activity.

57% of job candidates use social media at least once a month to learn about employers, which means that your social media matters to your employer brand – not just for marketing! The bonus about this is that social media is a free channel that you might already by active on whether that’s Twitter, Facebook, Instagram or LinkedIn (just to name a few popular ones); it’s just a matter of weaving in pieces of your internal company culture into that outward social media activity.

9. Awards and accolades.

You’d be surprised how many awards and accolades your company can earn if you focus on ones other than the highly competitive “Best Place to Work” awards. Think regional, industry and even fun social awards – they all help put your company in a positive light for choosey candidates and boost your employer brand more effectively than just you saying “our company is great!”

10. Public perception.

Nobody can fully control what the public’s perception of them is (i.e., news, online reputation), but you can at least be proactive and protect yourself by 1) tackling the negative content head on and 2) balancing the scales. How do you do that? By actively publishing your own positive content on your social media, website and blog, and responding constructively to reviews, especially to those that are negative.

What do you think? Will this Employer Branding Framework be helpful as you consider your company’s ongoing employer branding strategy? We hope so!



Linda Le Phan
Senior Content Marketing Manager at kununu.

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