Employer Branding and Employee Engagement: Are They Two Sides of the Same Coin?

Employer branding and employee engagement are increasingly popular topics today in business, with more and more companies focusing on both initiatives. An effective employer branding strategy emphasizes how a company markets itself as an employer to potential job candidates. Employee engagement focuses on how involved, satisfied and fulfilled employees are in their current role. With this in mind, let’s address the most pressing questions at hand. Are these two independent concepts? Or are they two sides of the same coin? And perhaps most important, why should you care?

Are these two independent strategies?

Are your employer branding and employee engagement strategies independent from one another? While some say no, many companies treat these as mutually exclusive or separate strategies that have little overlap. While approximately half of companies indicated they had some form of an employer branding strategy, 82% of HR and communication leaders agreed that employee engagement is important to their organizational performance. This significant difference indicates that a disconnect likely exists between employer branding and employee engagement strategies in many companies today. Furthermore, there are even consulting firms that have their employer branding team separated from their employee engagement team.

Are these two sides of the same coin?

While some companies treat the two as independent from one another, they are in fact two sides of the same coin. You cannot have an effective employer brand without high employee engagement . In fact, the most popular measure companies use to track their employer brand is employee engagement. Furthermore, two of the top benefits companies can gain from an effective employer brand program are ease in attracting candidates and increased employee engagement. Both strategies do not just overlap—they are connected and interdependent. Choosing to allocate most resources to only one of the two would ensure that neither strategy will have the most meaningful effect. Remember, an engaged employee is an invaluable brand ambassador.

Why should you care?

Once you understand that your employer branding and employee engagement strategies are closely related, more effective and efficient strategies can be put into motion. However the question remains, why should you care? Investing in your employer branding strategy is not simply a “feel good” box to check off a list. Meaningful investments in your employer brand can have a significant impact in multiple areas that are crucial for your business to succeed. A successful employer brand can significantly reduce turnover rates, lower average compensation rates, and result in a higher level of commitment from new hires. Once you recognize the link between your employer brand and employee engagement—and invest in a meaningful strategy—significant benefits can be gained for both the employer and employees. So don’t just sit on the sidelines and watch both initiatives separately. Spend time and money to invest meaningfully in connecting both and watch that investment pay huge dividends.