Today, we begin a series of articles with inverse definitions for topics of interest to HR. In this article, we discuss what Employer Branding is—an essential aspect of attracting and retaining talent. But more importantly, we will cover what Employer Branding is NOT, especially in 2024, when all employees in the labour market are seeking authenticity. Here are…

7 Definitions of What Employer Branding Is NOT

1. Values Written on Company Walls and Only There  

Employer Branding is NOT just a set of values displayed on the walls of the office. While having a mission statement and values is important, they must be integrated into the organizational culture and lived by employees, not just showcased to impress visitors.

2. What We, HR People, Say the Company Is

A simple narrative constructed by the HR team cannot sustain the true image of a company in the long run. It must reflect the reality within the organization. If employees do not feel that the statements about the company are authentic, they will perceive the employer brand as a falsehood.

3. A Logo

Employer Branding is NOT just an attractive logo or the design of promotional materials. While visual branding is important, it is merely a marketing-related aspect. The employer brand is fundamentally about the real experiences of employees and how they interact with the organization.

4. A Short-Term Strategy

A quick solution to attract talent cannot replace a sustainable Employer Branding strategy. It is a long-term process that requires ongoing commitment and periodic evaluations. A short-term approach may yield temporary results but will not build a strong and sustainable employer brand.

5. Exclusively About Financial Benefits

High salary = Employer Branding? Yes and not really. Modern employees seek more than just financial compensation. Organizational culture, opportunities for professional development, work-life balance, and the work environment are also essential for a solid employer brand.

6. Lack of Openness to Diversity

When your organization says NO to cultural diversity, candidates in the market say NO to your organizational culture. For a modern employer brand, racial, gender, and sexual orientation diversity must be a part of it. An approach that does not value diversity can lead to a homogeneous work environment that does not reflect the reality of society and can deter candidates seeking an inclusive and diverse workplace. The attractiveness of the employer brand is significantly influenced by the ability to promote and support diversity among employees.

7. Lack of Authenticity and Transparency

Employer Branding is NOT about creating a false image or hiding internal problems. A lack of authenticity and transparency can lead to distrust among employees and candidates. It is essential for the employer brand to be honest and to communicate both the positive aspects and the challenges of the organization to build a trusting relationship with employees and potential candidates. Many employees in companies in Bulgaria anonymously write reviews about their companies on Kaderabotim.bg. That’s why it is now easier than ever for a candidate to find out what the real atmosphere is like in a company they are considering applying to.

The Solution? Authentic Employer Branding Based on Transparency

In this era of the need for genuine authenticity, what employees in any organization seek is transparency. Kaderabotim.bg, the largest community of employees in Bulgaria, provides HR experts with an authentic Employer Branding solution based on real reviews written anonymously by employees. If you haven’t tried the Employer Branding tool from Kaderabotim.bg yet, you should know that it allows HR professionals not only to manage their employer image online but also to measure the effects of HR strategies so they can make adjustments on the fly. We invite you to take the first steps towards an authentic and measurable employer brand here and then write to us on our social media pages about how our solution has contributed to the employer brand of the organization you represent.

Conclusion and Numbers

Employer Branding is NOT a simple or superficial concept; it is a complex and authentic commitment to building a solid organizational culture based on authenticity. Understanding what Employer Branding is NOT helps us approach this concept with clarity and build strategies based on transparency that genuinely perform in attracting and retaining talent. Here are a few figures that support the above ideas:

- Ignoring diversity and inclusion in the workplace can significantly impact an employer's brand. 77% of employees are more likely to stay with a company that demonstrates a commitment to diversity and inclusion. (Jobylon)

- A Deloitte report shows that 94% of employees believe it is important for their organization to be transparent about its culture and values. This suggests that a transparency-based approach can contribute to employee retention and improve morale. (Deloitte)

- According to a Universum study, 67% of employees choose to stay at a company that has a culture based on authenticity and clear values. This indicates that an authentic employer brand can enhance not only talent attraction but also retention. (Universum)

Now, we leave you with a thought:

"Successful companies are built by happy people." 

Richard Branson