We all know what branding means in terms of marketing: it’s your company’s identity and what distinguishes your business from others in the eyes of customers. You could even say your branding is the “promise” you make to your customers — it tells them exactly what they can expect from your company.

But branding isn’t just about marketing to customers; you have an employer brand as well that helps you market your business to prospective employees. And since your employer brand is a big part of a successful recruitment and retention strategy, we’ve decided to answer some FAQs about employer branding and how you can use it to make more hires.

What is employer branding?

Your employer brand is your business’s reputation as a place to work. The perception of your brand comes from both existing and former employees as well as job seekers who are interacting with you online or moving through your hiring process.

Your employer brand encompasses employee experience, candidate experience, your company culture and more. You can actively take steps to manage your brand both internally and externally to maintain a positive image. This will help you attract new talent and retain your existing team.

Why is employer branding important?

Employer branding is important for setting yourself apart from other companies so that you can find and keep top talent.

Attracting new talent

When it comes to attracting job seekers, the data shows that many of them are using online reviews to inform their search. When you learn that more than half of job seekers abandon their pursuit of a company after reading negative reviews, it becomes clear why having a stellar reputation is crucial for your company’s recruitment success.

Plus, a strong employer brand helps you highlight what makes you unique. It shows job seekers what your company values and what you offer to your employees. This helps you attract people that share your values and are aligned with your mission.

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