Does your Brand
Attract Employees …or Repel them?


by Jen Prosek

What’s in a brand? Most people think a brand is consumer-focused, designed to sell a product or service. But in reality, a brand is much more. Your brand is something that attracts not only potential clients and customers, but also your employees.

As a public relations business we are obsessed with our employer brand because we are a talent business at our core.  Our number one asset is our employees, so appealing to them in both recruiting and retention is job number one.  At our offices, our brand is visible everywhere, starting when you step off the elevator and continuing through our conference rooms and coffee mugs. But its more than the look (like the décor), it’s really about the feel, and even more about our actions.

When you enter our offices, seeing motivated, high-energy employees who are excited to be at work in an office that is always buzzing is a major part of the brand.  You feel it immediately.  It’s a culture, a vibe, a personality, an emotion.  And it’s authentic.  You either connect with it as an employee or a client, or you don’t.

In today’s world of social media, employees and alumni will be a large part of your brand perception.  Employees will enthusiastically share their experiences and perceptions of their employers – both positive and negative – and these will be the most powerful contributors to your brand’s perception.  It is important to remember a brand is not what the boss says it is, it’s what the employees say it is.  So your actions as an employer, every day, will be the largest contributors to your employer brand.

So think of your brand, especially when it comes to your employees, as driven not only by the words that describe it, but by the actions each person takes every day that prove out those words.

 


Jennifer Prosek is the founder and CEO of Prosek Partners, a leading international public relations and financial communications consultancy with offices in New York, London, Los Angeles and Connecticut. The firm ranks among the top 20 independent public relations firms in the US and among the top five financial communications consultancies in the US and UK. The firm has been listed as an Inc. 5000 Fastest Growing Company of the Year for four years running and ranked among the Top 20 in New York Observer’s PR power List in 2014.