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HR as Marketing: How Companies can build their Employer Brand

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Every day, thousands of new job postings go online. What used to be simple marketing to attract new employees turned into a raging war for talent. Employers need to offer more than a job – they need to build an employer brand for themselves, sell it to potential candidates to convince them to work at their company.

What is Employer Branding?

As opposed to a brand image that reflects your company in regards to your products and services, an Employer Brand can easiest be described as the brand image of a company in regards to being an employer. The customers are no longer the consumers but qualified candidates who could be potential future employees. Everything a company does to make them more attractive as an employer, to both existing employees and potential candidates, falls under the category of Employer Branding. To establish a strong Employer Brand however, it takes more than a single event or benefit – it takes a sustainable strategy to gradually build and maintain a brand.

Why should companies use Employer Branding?

Whether it is a small company or a big group, employees are one of the most valuable factors that drive a company. Employer Branding has two main goals which are both essential for a company's success.

  1. Attracting Talent 
  2. Retaining employees 

And they go hand-in-hand: To attract talent, it is important to ensure that your current employees are spreading the word in your favor. Studies show that currently, only 49% of employees would recommend their employer and 50% of job seekers would not work for a company with a bad employment reputation even if their pay would be increased.

What can you do to build a strong Employer Brand?

How does one build a brand? It is important to understand that an employer brand can be rather effectively managed. To start, you want to analyze where you are and what the goal is. To do so, ask yourself the following questions: 

  • What makes us, as a Team, special? What are our values?
  • Why should someone work for us and why should they stay with the company in the long run? 
  • What is our current employer image, what do our employees think of us and why?
  • Which target group do we want to attract regarding future employees and what do they value in employers? 
  • How can we distinguish ourselves from other companies? 

Once you answered these questions, you know how attractive you currently are as an employer, what your future employees additionally might expect and if you have to make any changes.

Now that you have a line out of your brand, you need to find a way to communicate it. Social Media channels, business networks or a blog are easy ways to share information on your culture and work environment, your values, and your Team. 69% of job seekers are more likely to apply to a job if an employer actively manages its brand. Partly, your brand will also build itself automatically through current and past employees and through people who got into contact with you during, for example, an application process at your company.

Word-of-mouth has proven to be one of the most effective, however also one of the most insusceptible ways of building a brand. A strong Employer Brand is often, wrongly, associated only with benefits and compensations. It does, however, not necessarily take a lot of money or even time to be a good employer. Employer branding starts with how pleasant it is to work in a company. This also includes the overall tone of voice, how superiors treat their subordinates or how tolerant a company is when it comes to flexible work times.

When recruiting, employer branding includes how fast a company responds to inquiries, how pleasant the application process is and how someone is declined if they did not get the job. It might take some changes in habits and structures, however, companies with positive brands get on average twice as many applications and pay 10% less per hire than companies with negative brands.

How can MoBerries help you to optimize / build your Employer Brand?

There are many things you can do during your recruiting process which will strengthen your Employer Brand. Many candidates get frustrated during their job search due to a lack of communication. Often companies decline candidates with unpersonalized texts saying something like “we liked you but ... “. MoBerries gives you a chance to stand out from the crowd and to offer your candidates a unique experience. By providing declined candidates a personal link to our website, where they can find thousands of other jobs fitted to their profile, you show them that you care and that you appreciated their application.

MoBerries further helps you to make the whole application process more pleasant by speeding up the communication. We have a direct chat function on our platform, which enables you to instantly get into contact with candidates. Candidates will have an overall very positive experience when applying to your company and possibly spread the word. This will help your employer brand grow and reach even more potential candidates who will be more likely to apply.

Are you currently searching for candidates and a way to build or improve your Employer Branding? Use MoBerries' automated Candidate Sourcing Channel!


Are you looking for new opportunities? Or have you changed your mind and want to switch directions? Then use MoBerries to find your next job. Simply upload your CV and start getting matched from our AI-based algorithm. 100% cost free and GDPR compliant!


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