Employer Branding Strategy from Scratch

If we had to highlight one area of human resources that has seen the most growth in recent years, Employer Branding (EB) would certainly be at the top of the list—or at least among the top three. However, it is difficult to place it exclusively within HR, as it is equally shaped by marketing principles.

Regardless of which sphere it belongs to more, an EB strategy is no longer just an added advantage—it has become a necessity. It is not a luxury but something that is expected. However, if you have never dealt with building an employer brand, the whole concept may seem quite complex and confusing.

Although it is clear that employer branding is crucial for a company’s success and that the process itself is not simple, it does not have to be intimidating. If you do not know where to start, the following guidelines will help you build your EB strategy step by step—from scratch.

Step One: Understanding Employer Branding

Employer Branding sits at the intersection of human resources and marketing. Its foundation lies in HR, as it is based on recognizing what makes a company an attractive place to work—from its mission, vision, values, and benefits to opportunities for career advancement and professional development.

However, employer branding is not just an internal story—it must be clearly and effectively communicated to the outside world. This is where marketing comes into play. How do you present the story of your work environment? Who is your target audience? Through which channels and in what way? That is why a successful EB strategy requires collaboration between HR and marketing, or at least a person who can bridge both perspectives.

Analyzing the Current State – The Key to Success

One of the most common mistakes in employer branding is attempting to create a strategy without gaining real insight into the company’s actual state. Too often, companies focus on attracting new employees without considering the opinions and experiences of those who already work there.

Of course, current employees are not expected to create the strategy themselves, but their understanding of company culture and the work environment can be crucial for success. Ignoring their insights creates a disconnect between the internal reality and the messages being sent to the job market. In the worst case, employees may feel frustrated and distrustful if the company promotes benefits and working conditions that do not match their experience.

This is why an initial analysis is essential. It can be conducted internally, through the HR department, or by hiring external experts. One useful tool in this process is the Employer Brand Awareness research conducted by Alma Career Croatia. This analysis helps employers understand how they are perceived not only by current employees but also by potential candidates and the general public. By gaining insight into corporate culture, internal relationships, and opportunities for development, employers can better shape their EB strategy and align it with the real expectations of the job market.

Although research does not have to be complex or expensive, gathering feedback from employees and the market is crucial for building an employer brand that will have a real impact. The strategy should be built on positive aspects while weaker points should be addressed as priorities for improvement by the HR team.

Defining the Goals of the EB Strategy

Once we have a clear picture of the current state, the next step is to determine what we want to achieve with employer branding. This is done through collaboration between HR, recruitment teams, and other stakeholders within the company.

• What are our biggest hiring challenges?

• Do we struggle to attract candidates, or do we receive too many applications but from the wrong profiles?

• Are candidate expectations aligned with what we can offer?

• Are our hiring processes too long or unclear?

• Are we planning expansion into new markets and want to position ourselves as a desirable employer from the start?

• And most importantly—what causes employee turnover?

The answers to these questions will help define campaign objectives and shape the activities that follow.

What Sets Us Apart? Defining the Employee Value Proposition (EVP)

Employer Branding cannot function without a clear value proposition for employees—known as the Employee Value Proposition (EVP). This defines what makes our company unique in the job market and what we can confidently promise to every new employee.

However, the EVP should not be just a marketing phrase that sounds good on paper but lacks real substance. It must be realistic, and the best indicator that it is well-defined is when employees recognize their company in it and confirm: "Yes, we truly have that here."

Also, the EVP should not include basic rights that are taken for granted, such as regular salary payments or official employment contracts. Instead, it should focus on what differentiates the company from competitors—flexible working conditions, additional benefits, career growth opportunities, investment in education, workplace culture, or any other aspect that makes a difference.

Even small advantages can be crucial when talented candidates choose between multiple employers.

How to Make the Campaign Visible?

A strategy and EVP lose their value if no one sees them. Once we define the message we want to communicate, we must decide how to deliver it.

A combination of organic and paid campaigns often yields the best results. Social media, especially LinkedIn, is a key platform for employer branding promotion, but traditional methods are equally important—from participating in job fairs and conferences to collaborating with universities and professional organizations.

The best brand ambassadors of a company are its employees. Their presence at relevant events and engagement on social media can significantly enhance employer brand visibility.

Continuous Analysis and Adjustment

An EB strategy is not something that can be set up and then forgotten. Every campaign, initiative, or project should have clearly defined goals and success metrics.

Regularly tracking results allows us to respond quickly and make necessary adjustments. Employer Branding is a long-term process that continuously evolves, but if implemented strategically and consistently, it brings mutual benefits—employees find a work environment that suits them, and the company attracts and retains quality talent.

If you have not yet started developing your EB strategy, now is the right time to take the first step—even if you are starting from scratch!