Employer Branding

Creating a Worker-Friendly Culture

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

Why?

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:

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