It’s no secret that investing in corporate branding can help companies boost sales and differentiate themselves from the competition. What is less well-known is that having a strong, positive employer brand is as important for a company’s long-term success. This is because only businesses with a positive work culture are able to hire and, equally important, retain top talent, without which a company cannot hope for growth.

But we’re getting ahead of ourselves here: to understand the importance of corporate and employer branding for long-term success, we first have to explain what differentiates them. While they might seem similar, these two types of branding serve two distinct purposes and, therefore, require unique strategies to enhance.

Employer Brand vs. Corporate Brand: Main Differences

In simplest terms, your corporate brand represents how the public perceives your company as a whole: it’s the image you project to your customers, investors, and the general public. Your employer brand, on the other hand, represents your company’s work culture: it’s a reflection of your work environment and opportunities for growth and development.

To expand a bit, your corporate brand encompasses your mission, values, and products or services. It is through this type of branding that you can define your company’s identity via your brand logo, messaging, values, and offerings, and as a result, differentiate yourself from your competitors.

The other type of branding – employer branding – focuses on how your organization is perceived as a place to work, so it influences how potential candidates view your company as an employer and plays an important role in attracting and retaining top talent. It’s about your company culture, work environment, employee benefits, and professional advancement.

Why Improving Both Corporate and Employer Branding Matters

Okay, now that you’re hopefully well aware of the differences between corporate and employer brands, it should also be clear why improving both can bring a host of benefits to your business. But, in case it’s not that clear or you just love neat bullet lists, here’s why you should do your best to enhance both.

Investing in your corporate brand can:

• Help build trust and credibility with customers,
• Increase sales and customer loyalty,
• Help differentiate you from competitors,
• Ultimately drive business growth.

Investing in your employer brand can:

• Give you an edge in the talent market,
• Help you attract top candidates,
• Improve employee retention and engagement,
• Help you foster a positive work culture, impacting overall productivity.

Improving Your Employer Brand

Have a Clear Employer Value Proposition (EVP)

Your EVP should highlight the best things you have to offer to your (potential) employees, including benefits, career development opportunities, and work-life balance initiatives. The goal is to articulate well what sets your organization apart so you can attract the best talent.

Always Meet Your Employee Obligations

The best thing you can do for your employees is to pay them a fair wage and make sure they’re paid on time – every single time. Meeting your legal obligations is not only essential for avoiding penalties and fines but also for demonstrating your commitment to responsible business practices. This includes paying payroll taxes accurately and on time. For example, if you’re based in Georgia, it’s crucial to deduct and withhold federal, state, and local income taxes. Luckily, there are a number of excellent online resources that can help with that: we’re huge fans of OnPay’s calculator, as it allows you to calculate Georgia payroll taxes quickly, easily and for free.

Invest in Employee Development

A great way to help your workforce grow both personally and professionally is by offering them training and development programs for skill-building and career advancement. This is key for reducing employee turnover as one of the reasons many people quit their jobs is because they feel stagnant and bored. When you provide your employees with challenges and opportunities for growth, you give them more reasons to stay.

Improving Your Corporate Brand

Have an Authentic and Consistent Brand Messaging

Every time your target audience encounters your business, they make a snap decision about what they think of you, so make sure your messaging is authentic and consistent. This means it should clearly communicate what you’re about across all touchpoints, including your website, social media channels, marketing materials, and customer interactions.

Deliver Excellent Customer Experience

The most effective way to boost your brand’s reputation is to focus on delivering exceptional customer experience by prioritizing them ahead of products or services. Listen to their feedback and use it to continuously improve your offerings. At the same time, respond promptly to their questions and actively engage with your community via social media.

Be Honest and Genuine

It may sound like a cliché, but being honest and transparentwith your audience is essential for building a strong corporate brand. Authenticity is what builds trust and credibility, and your consumers should feel like they know your values and what you stand for (and against). When you make mistakes, and you’re bound to from time to time, acknowledge and learn from them.