Employer Branding

Creating a Worker-Friendly Culture

Create an inspiring environment.

© iStockphoto/alexh

Ask many people under 40 whether Google is one of the best companies on the planet, and they're likely to answer "Absolutely!"


Well, most of us have heard the stories about Google's fun work environment. For example, at their Zurich engineering headquarters, if you want to get to the lower level, you can walk down the stairs… but it's much more fun to take the slide. Need some lunch? You get free gourmet meals in the cafeteria. And if you're planning a meeting with a colleague, why sit in a boring conference room when you can discuss ideas while playing a game of pool?

Google, and many other companies, know how powerful employer branding is when trying to attract and retain key talent. After all, if you make your company a great place to work, then you probably won't have to go out and look for great people – they'll come to you.

So how can your organization use employer branding to attract and keep a great workforce? You may not be Google, but we'll show you some ideas that can work for you.

What is Employer Branding?

Employer branding is the way people perceive your company as a place to work.

As such, it's all about your organization's story and culture. It's your reputation, and that reputation tells potential job candidates what their experience might be like if they come to work for you. It's the reason why people should work for you instead of your competition.

In short, if your reputation, story, and culture are appealing and attractive, people will be more likely to want to work for you.

When employer brands are created effectively, they can take on a life of their own. Google is a good example, but many other companies and small firms have made a name for themselves simply by treating their workers like gold.

There are three main parts of an employer brand:

Access the Full Article

This resource is only available in full within the Mind Tools Club.

Learn More and Join Today

Already a Club member? Log in to finish this article.
Add this article to My Learning Plan

Where to go from here:

Join the Mind Tools Club

Click to join Mind Tools
Printer-friendly version
Return to the top of the page

Your Score
Create a Login to Save Your Learning Plan

This ensures that you don’t lose your plan.

Connect with…

Or create a Mind Tools login. Existing user? Log in here.
Log in with your existing Mind Tools details
Lost Username or Password
You are now logged in…

Lost username or password?

Please enter your username or email address and we'll send you a reminder.

Thank You!

Your log in details have been sent to the email account you registered with. Please check your email to reset your login details.

Create a Mind Tools Login
Your plan has been created.

While you're here, subscribe to our FREE newsletter?

Learn a new career skill every week, and get our Personal Development Plan workbook (worth $19.99) when you subscribe.

Thank You!

Please check your Inbox, and click on the link in the email from us. We can then send you the newsletter.