But before we start, let’s define what employer branding is, shall we? Employer branding is the perception of a company’s work environment for its employees. Therefore, employer branding is everything that a company does to promote its unique identity as an employer among its current or potential employees. Let’s simplify it for you even further. Employer branding is about making sure that employees feel good about their workplace and have the “feel-good factor” to not only excel in their job but also recommend others to the same workplace.

Ever wondered just who is in charge of employer branding?
Well, that is subjective and depends from company to company. In some companies, it’s the HR team that manages employee relations and establishes company policies. In others, the founders or business owners of the business call the shots. Why? Because they have a strategic vision for the company and want to reinforce it among its employees. In some companies it’s the marketing team with the duty to communicate company news externally.
All these stakeholders can play an important role in how their company is perceived, but they eventually need to pull together and create a robust employer brand collectively. Eg. the marketing team can only promote how happy their colleagues are if senior management approves the benefits they can avail of, which will be implemented by the HR. So you see how they need to work in synergy for it to work? That’s why teamwork is so important.

There are some key factors that influence employer branding. Let’s explore some, shall we?

Work culture: The values, beliefs, and practises of a company have a significant impact on its employer brand. Employees want to work for a company with a supportive culture that values them as beyond just numbers on their tally sheet, but as humans too.
Diversity: In corporate India, it’s not uncommon to find professionals from every part of the country working in one team. Employees are increasingly looking for companies that prioritise diversity and inclusion to feel empowered. Employers that demonstrate a commitment to diversity and inclusion can attract a wider pool of candidates and improve their employer brand.
Leadership: The quality of leadership within a company also impacts its employer brand. Employees want to work for leaders who are supportive, empathetic, and have a clear vision for the company’s and their personal future.
Work environment: Perhaps the most important factor is the physical work environment. Every employee wants to work in a safe, clean, and comfortable environment that supports their productivity and well-being.

So are there any shining examples of great employer branding? There sure are. Here’s Nike’s example: Their employer value proposition is “WE ARE THE PEOPLE THAT DO. WE LEAD. WE INVENT. WE DELIVER. WE USE THE POWER OF SPORT TO MOVE THE WORLD.” That is inspirational, crisp, and encouraging. It draws employees to the brand and makes existing employers give their all towards a common goal.
Nike’s core values are creativity, diversity, and continuous learning. And to bring out the best in their people, Nike, Inc. offers tonnes of resources to support career growth, health, wellbeing, and safety, on top of competitive pay and benefits.
For example: Nike released a smartphone app in China, where employees get discounts at local shops, develop their skills, and communicate with other employees. Nike, Inc. is constantly doing audits in the factories, with the following results.

Nike’s core values are intact within their employer and consumer brands. Regardless of whether you are a consumer or an employee, you are drawn to become part of their journey because of those exact values.
At Kern Culture, we design ecosystems to create the right ambience and purpose for branding. We help our clients create and sustain empowered brands through holistic transformations in the way businesses function, and the way products are portrayed and perceived. To create sustainable employee branding that urges talented candidates to join your team, connect with us. We’d love to hear from you.

Sources: https://linkhumans.com/just-nikes-employer-brand/

https://www.whatishumanresource.com/employer-brand

https://resources.workable.com/hr-terms/what-is-employer-branding