{"id":8131,"date":"2025-11-04T09:09:05","date_gmt":"2025-11-04T09:09:05","guid":{"rendered":"https:\/\/brandem.ee\/brandem-ee\/our-services\/employer-brand-strategy\/"},"modified":"2026-02-09T08:33:20","modified_gmt":"2026-02-09T08:33:20","slug":"employer-brand-strategy","status":"publish","type":"page","link":"https:\/\/brandem.ee\/en\/our-services\/employer-brand-strategy\/","title":{"rendered":"Employer brand strategy"},"content":{"rendered":"\t\t
\n\t\t\t\t
\n\t\t
\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t
Home<\/a><\/span><\/span><\/div>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Employer brand strategy<\/h1>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tThe employer brand strategy service helps companies build a strong, trustworthy and distinctive image as an employer. In today\u2019s competitive labour market, offering a decent salary or a modern office simply isn\u2019t enough \u2013 people are looking for meaningful work experience, value-based management, and authenticity. This is where strategic employer branding comes into play. <\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t\t
\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

What is employer branding and brand strategy?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
\n

Employer branding encompasses the functional, economic, and psychological benefits offered by an employer that employees and candidates associate with a particular organisation. Strong employer branding is achieved when:
1. The value proposition meets employees\u2019 expectations.
2. The organisation\u2019s image is consistent among internal and external audiences.<\/p>\n

The employer brand strategy is a targeted action plan for shaping and communicating the company\u2019s image as an employer. Strong employer branding:
1. Helps to attract the right candidates.
2. Reduces recruitment costs and staff turnover.
3. Increases employee engagement and job satisfaction.
4. Supports the company\u2019s overall reputation and business objectives.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Strong employer branding is achieved
when two conditions are met:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

01.<\/h3>\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The company\u2019s value proposition meets the expectations of the employees and candidates and is clearly visible in both internal communication and the recruitment process.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t
\n\t\t\t\t\t

02.<\/h3>\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

The organisation\u2019s image is consistent and trustworthy both internally and in the eyes of external target audiences.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t
\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

What underpins Brandem\u2019s employer brand strategy methodology?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Brandem\u2019s methodology is based on in-depth analysis and a data-driven approach. This results in the creation of the employee value proposition (EVP) and a clear positioning as an employer that speaks to the target group and sets the company apart from its competitors.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

\n\t\t
\n\t\t\t\t
\n\t\t\t\t\t

The employer brand strategy project provides answers to a number of key questions:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t
    \n
  1.  What values does the company offer its employees?<\/li>\n
  2. What makes this company the best place to work for its target group?<\/li>\n
  3. What differentiates this company from other employers?<\/li>\n<\/ol>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
    \n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
    \n\t\t
    \n\t\t\t\t<\/div>\n\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t

    What does the process of developing a strong employer brand look like?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t
    \n

    Depending on the size and specific nature of the organisation, the entire process can take an average of 4\u20136 months. We recommend consulting with our specialist to get an estimate of how much time the project will take for your company. After specifying the customer\u2019s needs, we determine the scope and price of the work and sign confidentiality and service agreements. Once this is done, we carry out all stages of the project, coordinating the necessary steps with the customer\u2019s contact person beforehand.<\/p>\n

    During the project, we collect and analyse input data from four main sources: existing employees, the organisation\u2019s management, potential candidates, and competitors in the labour market. We also take into account the organisation\u2019s business and HR strategy, the current motivation model, etc. Project results are presented to the customer in a way that supports immediate action, either independently or with our assistance.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

    \n\t\t\t\t\t
    \n\t\t
    \n\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t

    Steps to creating an employer brand strategy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
    \n\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t
    \n\t\t\t\t\t\t
    \n\t\t\t\t\n\t\t\t\t\t
    1. Preparatory work and goal setting <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    We\u2019ll formulate objectives, map the current situation of the company, define the target group and analyse the information already available.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

    \n\t\t\t\t\n\t\t\t\t\t
    2. Kick-off workshop with management <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    A meeting with management helps to align expectations and define the strategic direction. We\u2019ll discuss the values, vision, and competitive advantages that should be reflected in the employer\u2019s brand.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

    \n\t\t\t\t\n\t\t\t\t\t
    3. Conducting surveys and analysing data <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t
    \n

    We\u2019ll conduct surveys within the company and in the labour market in general.<\/p>\n

    1. Designing and coordinating the survey questionnaire and conducting a quantitative survey among the customer\u2019s employees.
    2. Conducting practical and interactive workshops for the company\u2019s target group.
    3. Competitor analysis and mapping of labour market expectations based on telephone interviews and surveys.
    4. Analysis of survey data and comparing the organisation\u2019s performance indicators with those of other employers.<\/p>\n

    Exhaustive research creates a strong data-driven foundation for brand development.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

    \n\t\t\t\t\n\t\t\t\t\t
    4. Defining the employer\u2019s positioning <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    Based on the data collected, we help management choose a clear employer positioning. The employer\u2019s positioning highlights what the company stands for and what sets it apart on the labour market.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t

    \n\t\t\t\t\n\t\t\t\t\t
    5. Creating the employer\u2019s value proposition <\/div><\/span>\n\t\t\t\t\t\t\t\n\t\t\t<\/path><\/svg><\/span>\n\t\t\t<\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t
    \n

    We\u2019ll articulate the employer\u2019s value proposition \u2013 authentic, attractive, and dependable promises that set the foundation for all employer branding communications (recruitment campaigns, job ads, career page, social media, internal communications, etc.).<\/p>\n

    To measure the effectiveness of employer branding and management, we recommend deciding which employer branding results to measure in parallel with the development of the employer brand.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

    \n\t\t\t\t\t
    \n\t\t
    \n\t\t
    \n\t\t\t\t
    \n\t\t\t\t\t

    Outcome and applications<\/h2>\t\t\t\t<\/div>\n\t\t\t\t
    \n\t\t\t\t\t\t\t\t\t

    As a result of the project, the organisation\u2019s management will gain:<\/strong><\/p>\n

    \n

    Internal brand audit:<\/p>\n

      \n
    1. clear understanding of their internal and unique strengths as an employer<\/li>\n
    2. insight about their internal weaknesses as an employer, i.e. management functions to prioritise<\/li>\n
    3. analysis of their existing value proposition<\/li>\n
    4. input to update the value proposition<\/li>\n<\/ol>\n

       <\/p>\n

      External brand audit:<\/p>\n

        \n
      1. your company\u2019s competitive advantages as an employer<\/li>\n
      2. labour market expectations by target group<\/li>\n
      3. attractiveness as an employer among target groups<\/li>\n
      4. strategic arguments for internal and recruitment communication<\/li>\n
      5. proposals for implementing the employer value proposition<\/li>\n<\/ol>\n

        In addition, you will receive comprehensive strategic positioning and an employee value proposition that can be implemented in recruitment communications, internal communications, and motivation models. We also prepare input for job ads, career pages, recruitment videos, personnel searches, and reputation management as an employer.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

        \n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
        \n\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        Why choose Brandem as your partner:<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
        \n\t\t
        \n\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        Evidence-based methodology<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        We use tried and tested methods based on scientific research and the specifics of the Estonian market. We are the most experienced employer branding agency in Estonia. This means that we don\u2019t just recruit people, we build a strong and inspiring image of the employer that attracts the right candidates.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

        \n\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        Large-scale surveys<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        We gather information from current employees as well as potential candidates to make sure the employer brand is authentic and credible.<\/p>\n

        We involve management at key stages to ensure a shared vision and a common goal.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

        \n\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        Focus on internal and external reputation management<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        Employer branding is not just about marketing. It\u2019s about the strategic management of organisational culture and employee experience.<\/p>\n

        Our team comprises specialists with a long history in management, human resources, and marketing.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

        \n\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        Personal approach<\/h4>\t\t\t\t<\/div>\n\t\t\t\t
        \n\t\t\t\t\t\t\t\t\t

        We tailor the strategy to the size of the organisation, the industry and the culture.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

        \n\t\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t

        Customer testimonials<\/h2>\t\t\t\t<\/div>\n\t\t
        \n\t\t\t\t\t
        \n\t\t\t\t
        \n\t\t\t\t\t\t\t
        \n\t\t\t\t
        \n\t\t