Qu'est-ce que Employer Branding ?
Definition
Employer branding refers to all the activities and strategies a company deploys to build, promote and manage its reputation as an employer. While employer brand is the perception that exists in people's minds, employer branding is the active work of shaping that perception.
In practice
Employer branding activities span multiple channels: career site design and content, employee testimonial videos, social media content (especially LinkedIn and Instagram), participation in employer rankings (Best Workplaces, Great Place to Work), university partnerships, presence at recruitment fairs, and management of online reviews on Glassdoor or Indeed. Internally, employer branding includes onboarding experience, employee recognition programmes, and culture initiatives that generate authentic stories worth sharing. Measurement typically tracks metrics like application volume, application quality, cost-per-hire, and employee Net Promoter Score (eNPS). Strong employer branding can reduce cost-per-hire by 43% and turnover by 28% according to LinkedIn research.
Key takeaway
Employer branding is not marketing spin — the most effective programmes are built on genuine employee experiences and let real people tell real stories.
Définitions connexes
Employer Brand
A company's reputation as an employer — how it is perceived by current employees, job candidates and the general public.
EVP — Employee Value Proposition
The set of benefits, values and experiences that a company offers its employees in exchange for their skills, commitment and time.
Careers Site
Dedicated section of a company's website where it publishes its job openings and presents itself as an employer.
Social Selling
Strategy that uses social media to build relationships with potential candidates before actively approaching them for a position.