The basics: Employer brand vs. corporate brand

Your corporate brand is the company's figurehead - it presents your overall identity and speaks to customers about products or services. It is what people see, hear and feel when they hear your name, whereas the employer brand is subordinate to the corporate brand and deals specifically with the labour market. Instead of a new brand promise, it takes the existing one and translates it for current and potential employees. The aim? Not only to attract talent, but also to inspire and retain them in the long term.

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Why it pays to differentiate your employer brand

1. Attract talent: In a highly competitive labour market, a strong employer brand helps to position your company as a top employer. It specifically communicates to potential applicants why they should start with you and not somewhere else and therefore does not get mixed up with brand messages that do not relate to the labour market.
2. Create synergy effects: A strong employer brand can also benefit your company outside of HR. Recruiting good talent signals expertise and innovative strength - attributes that can also strengthen your corporate brand in the consumer goods market.
3. Authenticity in employee communication: Your employees are looking for identification and want to understand what culture and values their employer represents. A clear separation of the employer brand from the corporate brand helps to communicate more specifically and honestly.
4. Increase employee engagement: If employees can identify with the values and goals of their employer, they are also more motivated and committed. This not only promotes productivity, but also employee loyalty. Having your own employer brand helps to differentiate your internal company values from your brand promise.

How Mate supports you

• Easy organisation of multiple brands: With Mate, you can use workspaces to clearly differentiate your brands and therefore always have the corporate design in which you want to communicate at hand.
• Consistency in brand communication: Mate ensures that all communication elements of your employer brand are coherent. This ensures that your brand message remains strong and consistent.
• Focus on the essentials: Mate takes the visual design off your hands so that you can put more time and energy into what is most important to you: communicating, convincing, inspiring. This makes every piece of content not only more beautiful, but above all more effective.

Conclusion

In the world of branding, it is crucial that you not only have a strong corporate brand, but also a convincing employer brand that attracts and retains qualified talent. Mate helps you to manage different sub-brands in a targeted manner and communicate them effectively.