Employer Branding: Shaping Your Company’s Identity in the Talent Marketplace

Competition is everywhere, even in the workplace. As talents have more and more companies to pick from, how you present yourself on the “employee marketplace” and what you stand for as a company matter. That is when employer branding comes into play.

What Is Employer Branding?

Employer branding is the process of shaping and promoting a company’s reputation as an employer. It involves managing the perceptions and experiences of current and potential employees, just as a brand does for its customers. A brand is the user’s perception and understanding of something: a service, a product or, in this case, a company. With its high turnover and the constant movement of developers and tech geniuses seeking career growth, salary, personal wellbeing, and mental health, the tech industry is fiercely competitive. In today’s landscape, it’s not just about ‘looking good’ in the eyes of the customer — projecting a positive image to your current and potential employees is equally important.

Why Does Employer Branding Matter?

It might not be evident at first, but a strong employer brand offers key benefits:

• Attracting new talents: Talents looking for more than just a job will examine growth potential, work-life balance, and mental health support.


• Employee Retention: A good employer brand not only attracts new talents but also retains existing ones.


• Reducing recruitment costs: Strong brands save time and money in talent acquisition.


• Boosting overall reputation: Happy employees become your best brand ambassadors.

Key Elements of Employer Branding

While each company is different, there are at least 10 widely recognized key elements:

1. Company Culture

A transparent and authentic culture that reflects the values promoted publicly is fundamental. This includes support for mental health and psychological safety.

2. Employer Value Proposition (EVP)

The unique set of benefits, values, and opportunities you offer employees — from benefits and growth opportunities to mental health resources.

3. Purpose and Mission

An inspiring mission statement boosts engagement and loyalty, especially when it includes wellbeing and mental health.

4. Communication and Digital Presence

Your company should be visible online and consistently communicate values and career opportunities.

5. Diversity, Equity, and Inclusion (DEI)

New talents value companies with inclusive practices, a diverse workforce, and mental health support for all.

6. Innovation and Corporate Social Responsibility

Gen Z and Millennials seek purpose-driven companies with strong ethics and social responsibility.

The 4 P’s of Employer Branding

• People: Employees, culture, diversity, and growth opportunities.


• Purpose: Company mission, values, and social responsibility.


• Place: Work environment, flexibility, and employee experience.


• Product: The overall employee journey from hiring to growth.

The Role of Mental Health in Employer Branding

Mental health is not just a perk — it’s a fundamental cultural pillar. Tech workers, especially Millennials and Gen Z, expect their employers to prioritize wellbeing through communications, policies, and initiatives.

Steps to Establish Your Employer Brand

1. Conduct an Employer Brand Audit: Use surveys and social media analysis to assess your current reputation.


2. Define Your Ideal Employee Profile: Identify traits, values, and motivations of your ideal candidates.


3. Align with Your Corporate Brand: Ensure consistency between corporate and employer branding.


4. Develop Your EVP: Clearly communicate your unique benefits and culture.


5. Create a Communication Plan: Share your culture authentically through the right channels.


6. Monitor, Measure, and Refine: Continuously gather feedback and adjust strategy.

Building a strong employer brand in tech that is compelling and authentic takes dedication and time — but it’s an invaluable tool to attract, engage, and retain top talent, especially when mental health is a visible priority and competitive advantage.