July 1, 2023

What are HR brand, employer brand and HR marketing? How to build an employer brand?


Today in business, there are many concepts and terms that many people confuse and, in general, do not see much difference between them. Take, for example, the concepts of HR brand, employer branding and HR marketing.


And, as Sherlock Holmes would say, there is as much difference between them as there is between the veneer borges used in the Times editorials and the blind type of cheap evening sheets.


So, I propose to back up my statement with facts, take a closer look at these concepts, and consider how to build the employer brand successfully.

What are the HR branding and the employer brand? Why are they needed?


HR branding, or HR brand concept, includes two spheres: staff branding and employer branding.


Staff branding is ensured by measures such as training and execution control, plus a dress code. Its main goal is the company’s personnel recognition and association with the company’s label so that the presented atmosphere of the product’s production contributes to its consumption.


A company's branding as an employer consists of a series of activities to form the company’s image in the labor market and the minds of its potential employees and consumers.


Thus, to combine and summarize the above, the essence of HR branding, or employer branding, is to use branding to create a compelling employer brand strategy to highlight the company’s reputation as an employer to make it more attractive to job seekers and its employees. In other words, it is the enterprise's image as the best workplace.


The strong employer brand is reflected in the behavior of the company’s leaders and affects the company’s policy, corporate ethics, and culture.


We could equate an excellent company image to great advertising. And advertising is, as we know, the engine of sales. So, the more marketable the company is, the more people want to get a job there or do business with the company. Moreover, companies with successful brands usually do not boast the highest salaries, but the level of rotation there is minimal, and the queue of candidates never runs out. Besides, the level of motivation of the current employees is very high.

How to build the employer brand?

When creating the employer brand, it is appropriate to focus equally on external and internal factors.


Forming the external component, I would make the following accents:

  • Salary;
  • Bonuses;
  • Social package;
  • Medical insurance;
  • Hiring without or with minimal work experience with further training;
  • Prospects for horizontal and vertical professional development;
  • Business trips;
  • Payment for training, including courses, webinars, etc.;
  • Corporate events;
  • Corporate culture; 
  • Low rotation.


Forming the internal component, I would make the following accents:

  • Well-organized feedback process from employees to correct the areas where there are gaps;
  • Effective employee motivation system, material and non-material;
  • Effective personnel assessment system for successful employee reshuffle and promotion;
  • Competitive salaries and market monitoring for this purpose;
  • Effective personnel training system;
  • Personnel awareness about what is happening in the company to create a sense of involvement in processes;
  • Corporate culture;
  • Workplace culture.


So, the employer brand creation consists of a series of well-planned, consistent, interrelated actions outside and inside the enterprise. First of all – inside the enterprise. And this, again, is work for the reputation. As everyone knows, the earth is full of rumors, and it is better that they are excellent.

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What is HR marketing?

HR marketing borrows the basic marketing principles and adapts marketing methods to the personnel management system. It allows the company to study the labor market better and establish high-quality work with the staff. And, in turn, using marketing approaches in working with personnel to develop, promote and optimize the enterprise.


HR marketing improves the quality of the employer branding strategy making the company’s work processes related to HR resources more effective and productive.

Instead of summarizing: the differences and common goals of employer brand and HR marketing

As we have seen above, the employer brand is a broader and more universal concept than the other two. And it is impossible to equate HR marketing and HR branding with employer brand since they are themselves part of the employer brand working for the benefit of the employer brand and belonging to the sphere of human resources.


However, HR marketing, HR brand and employer brand share common tasks related to the labor market:

  • Attracting talents.
  • Retaining employees.