Employer brand
Employer brand is the reputation a company holds as an employer, as perceived by current employees and prospective candidates. It directly influences the cost and speed of hiring, as well as the talent retention rate.
In practice
A franchise brand recruiting 200 franchisees per year must attract serious entrepreneurial profiles across twenty countries. Its employer brand — franchisee testimonials, transparency around the DIP disclosure document, and response time to applications — matters as much as its SEO. A network known for disputes or high termination rates sees recruitment costs rise because it must convince candidates despite a damaged reputation on specialist forums.