An employer brand does more than just communicate what a company does – it demonstrates its identity. And in the face of trends like the great awakening and the great resignation, it’s worth the ongoing effort to create a culture and brand that resonates with employees and candidates – ensuring you attract and retain shining talent, even in an unpredictable market.

Andy Curlewis, Managing Director – Brand and Digital, shares the importance of employer branding and how to create a strong company identity in an article for Chief of Staff Asia.

From the article:

"Often, people are attracted to an organisation because of its reputation and leave because leadership doesn’t live up to the expectation. Gone are the days when leaders were expected to focus on one thing – financial results.

It is always crucial to constantly ‘market’ the company’s brand from within the organisation, as it helps to build the company's strong reputation as a great place to work. By doing so, it would attract potential candidates and motivate existing employees to deliver better performance and contribute to the company’s image."

Tips to enhance your branding:

"Spotlight on your audience - Practising corporate empathy and ‘stay interviews’ are some ways of improving communication with employees and building an inclusive workplace culture.

Your story - Investing in your organisation’s branding story and reputation both externally and internally are critical in attracting and retaining talent."

Read the full article here.