Why Employer Branding Takes a Back Seat to Corporate Branding

A Million (?) Dollar Question.

I am part of a niche community of employer branding professionals we started two years ago. While our numbers may be small, we take immense pride in the significant impact we bring to organizations. One of the key questions we often debate is the need for support, budget, and sponsorship for the employer brand function. Employer branding is relatively new in Indian HR/TA compared to the West, where it is more structured. However, in recent years, employer branding in India has gained momentum and is becoming more than just a topic of discussion at conferences.

Gaining or building a seat at the table is essential to any evolution and maturation process. So, when I stumbled upon an article on Forbes (link in the description) yesterday, I reflected on the reasons it offered regarding this issue. While all the reasons are critical, “Underestimating the Value of Employer Branding” stands out as the most strategic yet underrated. So why does employer branding take a back seat, and why do leaders underestimate its value?

If you equate employer branding solely with sourcing or recruiting KPIs, it is bound to be undervalued. Employer branding is a strategic business function that begins with embedding purpose, reputation, and pride among employees and candidates. How do we measure that value?

• Employer branding is about building advocates for your business — people who love working at your organization and proudly promote it. The value of advocacy surpasses any inorganic marketing campaign if done truly well. People trust people more than just brand content.
• Your organization’s reputation as an employer is not just a recruiting issue; it’s a business issue. Will your investors and other stakeholders be willing to invest in an organization for which its employees do not vouch? Compare your employee NPS to customer NPS, revenue per employee, and share prices.
• Lastly, leadership needs to leverage employer branding beyond just a TA tool. TA KPIs are outcomes, but do you care about the inputs?

Creating value is far more important than merely showcasing it on social media. Employer branding must take on a strategic advisory and partnership role in building an organization where people proudly wear the “brand.”

Would you agree or not? What other reasons contribute to employer branding needing to be more valued than corporate marketing? Share your views.

Of course, there are always exceptions to this statement: pragmatic organizations that invest in employer branding with futuristic views. Kudos to them! We need more role models like them.