Employer Brand vs Talent Brand: Why the Difference Matters
You might have used the term ‘employer brand’ without being completely sure what exactly it means or how it differs from a ‘talent brand’. While both are very much still in use, are they interchangeable? Let’s look at the primary differences as well as their similarities.
An employer brand has its roots in talent attraction and was coined many years ago when companies realized they had to sell their career opportunities vs just posting a job title and requirements. This was largely accomplished through the creation of recruitment ads with catchy slogans, headlines and graphics designed to capture attention and rather quickly promote the company and benefits of the position.
- We offer amazing benefits and perks.
- Our employees are our greatest assets.
- We offer career enhancement and progression.
- We’re the most innovative company in our space.
Over time, these phrases became overused and savvy recruitment professionals adopted more sophisticated branding techniques known as “positioning” which required contemplating how these employers and opportunities were positioned among their competitors for talent. This process defined what is meant by employer branding.
Today, the emergence, popularity and influence of feedback and reviews on sites like Glassdoor, Indeed, and others, is an important consideration when building an employer brand.
This transparency demands authenticity, and that’s how Talent Branding fits in. Talent branding considers not only what your consumer marketing and advertising touts as a value proposition, but includes the employer value proposition along with what people are saying, feeling and sharing about your company as a place to work.
Most companies had a great deal of control over their employer brand marketing efforts, but with applicants and employees having a voice, it’s important to create a talent brand and have some measure of governance over the narrative.
The feedback from real employees provides a reality check and valuable touchpoint for the company leaders who wish to ensure that their employer brand reflects employee experiences accurately.
Building a talent brand helps you visualize the overlap between the way you sell your career opportunities and how your employees feel about your organization, culture and their work. Think of your talent brand as the honest story of an employee’s life inside the organization as told by the employees themselves but framed by you. Examining your talent brand can shed new light on where the heart of your company brand actually lives.
By focusing on the different aspects of your culture that employees truly appreciate, you’ll get a wider picture of your company’s unique perks and attributes that must be amplified and shared widely. These stories will build a workforce, will build internal engagement and build your business.
And that’s why it matters.