Why your employer brand matters and how to build it

The provided text is not a job description, but rather an article about the importance of employer branding. However, I will refine it to meet the required format.

The article discusses the current recruitment market in the built environment sector and how some employers are better at retaining and attracting employees due to their strong employer brand.

What is 'employer brand' and how is it different to 'employee value proposition'?

The 'employee value proposition' refers to the benefits a company offers its employees, while the 'employer brand' reflects how the company is perceived as a place to work.

The growing importance of non-financial drivers

Factors beyond salary, such as social purpose, company culture, and work-life balance, are now important considerations for employees.

The importance of career progression

Companies with strong employer brands are excellent at articulating clear career paths and delivering against them.

How to create a positive employer brand

• Audit your current employer brand: Review employee satisfaction surveys, Glassdoor, and feedback from exit and onboarding interviews.
• Decide what you want to be known for: Determine which aspects of your employee value proposition to differentiate your employer brand from.
• Communicate your intended employer brand internally and externally: Proactively communicate your employer brand and what you are doing to earn that reputation.
• Measure success: Regularly measure the success of your employer brand to minimize discrepancies and ensure continued focus on investment.

Developing a clear vision, embedding it into practice, and communicating internally and externally can help move your employer brand in a positive direction.