Employer Brand Positioning

Prof. Shweta Jha

Employer Brand Positioning
• Creating a space in mind’s of your target audience

• To develop a unique and memorable brand that speaks directly to

your identified talent audience
Defining this positioning:
• What is your proposition? Summarise the main benefits and attributes that
make your employer brand unique and value-adding for talent. It should be
clear, concise, and memorable.

• Why will your talent audience find significant value? Outline the
meaningful, tangible ways your proposition improves the employee
experience and meets talent needs. Demonstrate that you truly understand
target candidates and employees.

• Who, specifically is your proposition designed to compel? Avoid a blanket,

generic approach by tailoring your positioning to resonate with talent
personas and segments based on their values and priorities.
 Defining this positioning:
• How is your proposition differentiated? Articulate how your employer
brand is distinct from competitors and alternatives. Highlight signature
aspects of your employee experience and culture.

• How is your proposition more relevant/compelling? Explain why your

employer brand is not just different, but better suited to talent needs and
preferences versus other options.

• What will make your proposition memorable? Identify defining brand

attributes, images, phrases or concepts that grab attention and stick in
candidates' minds.