ALC - CareerArc blog

The industry is all a buzz about employer branding these days, and with good reason: The labor market is tightening, and today’s discerning job applicants turn to Twitter, LinkedIn, and employer review sites for a peek behind the company curtain.

These sites and social platforms have become a destination for potential candidates to learn how companies actually function (or dysfunction) judging from employee feedback and fellow applicants’ candid reviews of the candidate experience.
In our Employer Branding Study we found that 75% of job seekers consider an employer’s brand before even deciding to apply for a job.
But how does a company go about shaping, or reshaping, its brand? We see employer brand being molded by four main areas of influence – company culture, employee opinions, candidate opinions, and the corporate brand.


While corporate brand and company culture are driven from within the organization, employee and candidate opinions are based on direct experience and interaction with an employer and reflect not only how an employer treats its people, but reveal a company’s values and ethics which guide their business decisions. 
Talent acquisition professionals today are ever pushed to straddle the line of marketer and recruiter, what we termed the “HR-Marketer hybrid.” Hiring professionals who are just starting to take on these hybrid roles are fast becoming the experts and leaders of employment branding in their organization.
Related: 3 Signs You’re a Pro at Social Recruiting
We view the HR-Marketer placed strategically at the intersection of these four corners of employer brand, helping shape and communicate the company culture and corporate brand to the candidate audience, and ensuring those values are truly reflected in the candidate and employee experience.
These four areas of employer brand influence are regularly debated and are themselves quickly evolving. Here are the latest, relevant news pieces to show how these areas are being studied, perceived, and reshaped: