On average, 4.4 million new businesses are started each year, but many of these fail.

If you want to run a successful company, you need to put in a lot of work. There’s a wide range of elements you must consider, and how people perceive your brand is one of the most important.

No one wants to work for a company with a bad reputation. If you want to attract and keep top talent, you need to give them a reason to want to work for your company.

In this guide, we’ll take a look at organizational branding and how you can implement it to achieve your business goals. Keep reading for more.

What Is Organisational Branding?

Organisational branding (also known as employer branding) is a look at how the way your brand operates affects people’s perception of you as an employer. Maintaining a positive workspace is essential if you want to keep job satisfaction high. This will have a huge impact on your employee retention and your ability to attract new talent.

If you have a poor employer brand, people will want to avoid working for your company. Competitive wages, bonuses, and other benefits will have little impact if someone thinks they’ll be unhappy in their job.

The Purpose of Organisational Branding

There are two key reasons for organizational branding. The first is to improve talent retention.

It’s a lot more cost-effective to retain employees you already have than it is to hire new ones. Making sure your current employees enjoy their job will encourage them to stay with your company.

The second key reason is talent acquisition. Finding candidates with the right skills and qualifications these days is incredibly difficult. The job market is very competitive, and having a good reputation will attract people to your brand over your competitors.

Why It’s Important

In the past, it was a lot more common for people to spend a long time – sometimes their entire working life – with the same company. Things have changed, however, and now it’s very rare. People have easy access to online job boards where they can easily find plenty of appealing options, so why would they stay in the same place?

People are more willing to quit their jobs than ever before, so you need to ensure your employees are happy if you want to keep them. At the same time, this higher rate of turnover presents a greater opportunity to recruit top talent. Having good organizational branding will make your company stand out from the competition.

These days, it’s a lot easier for people to share their opinion on your brand, as well as find out what others think. The internet (and social media especially) make it incredibly easy for people to share their thoughts.

If people talk about your company negatively online, it could be very detrimental. You want people to instead be praising your brand online. This will have a huge impact, so it should be something you aim for.

Organisational Branding Examples

Some brands have very good organizational branding and have benefited from it. Taking a look at some examples can give you an idea of what to work towards.


Salesforce has received a lot of praise for its ability to appeal to both younger and older generations. They focus highly on employee development, allowing their workers to grow and improve.


Starbucks does a very good job of highlighting the importance of its workers. Recognizing employee achievements will make them feel a lot better about their job, and they’ll be more likely to talk about it positively on social media.


Google receives millions of applications every year due to its impressive reputation as an employer. The company is known for being one of the most innovative and impactful in the world, making people want to be associated with it. There is a strong focus on a positive work environment, with employee well-being at the center.


Canva has a reputation for being very generous to its employees. It has strong links with social media and uses these to its advantage. Another noteworthy aspect is that they provide a safe working environment for employees and recognize them for the effort they put in.

How to Build an Employer Brand

When it comes to attracting talent, you should start by creating a unique value proposition. This is a great way to make your brand stand out and give you an edge over your competitors. You can craft this based on your company values, mission, and vision statements.

It’s important not to simply assume that all of your employees are happy just because you don’t hear any complaints. You should carry out a self-audit to get a clearer idea of what your workers think. Internal surveys work well for this, or you can use a hiring firm that observes company reputation.

First impressions are crucial, so you want your onboarding process to be as good as it can be. Take the time to make sure you’re giving new hires the right introductions, making them feel welcome, and equipping them with everything they need to do their job.

A lot of workers leave jobs when they feel it isn’t going anywhere. Make sure you provide growth opportunities wherever you can. It will give people greater job satisfaction, and upskilling employees can make your company more productive overall.

Diversity and inclusion are something else you should prioritize. You want people to know that your brand represents equal opportunities for all, as it will show people that they can achieve things based on merit and effort. This is ideal for attracting people who are driven and motivated.

Employee testimonials can be very helpful. When someone is considering your company, seeing positive opinions from your current employees will have a sizable impact. You can put these on your company website so they’re easy for potential candidates to find.

Technology, social media and employer branding will remain a driving force in shaping upcoming trends in 2024, building on its role over the last year. See more trends that could change the face of recruitment marketing in this guide at Boostpoint

Improving Your Organisational Branding

The quality of your organizational branding will go a long way in determining things like your employee retention rate as well as your talent acquisition. In today’s job market, this is vital, so you should be prioritizing it.

Bradford Jacobs offers various business services that help with acquisition, retention, and more. Contact us today to find out more about how we can help your business.