Employer Branding 
Employer Branding: What’s In A Company Name? A Lot - According To Your Employees (And Former Employees)

Your business has a reputation. The quality of talent that you attract depends on that reputation.

Your workplace brand is all about influencing what your prospective talent thinks, feels, shares and discusses about your organization as a place to work. Branding your organization in a positive way means high employee satisfaction and employee engagement, and the opportunity to acquire and hire top-quality talent. However, negative corporate branding can have brutal consequences, and may deter great candidates from engaging with you and investing in your company.

Employer branding comes down to the question: Is your company a great place to work?



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Think about the carefully crafted material your marketing team has designed and managed. Employer branding incorporates everything from your logo, to commercials, to social media, web design and even product placement. Your brand reflects your business’ desired image. Now, apply this concept to your talent.

Employer branding is all about the public image and perception of your company, based on your company’s employees, supervisors, non-hires and former employees. It is the overall image; the reputation your business has as an employer. Employer branding is the marketing strategy of the human resources world, and can be thought of as the intersection between talent acquisition and marketing.


Strong brands make for powerful businesses.

In the past year, over half of global talent leaders said branding took top priority in their company. In order to gain insight into how people view your company, the Work Institute conducts a complete brand audit. We start by surveying current employees and supervisors to gage the state of internal perception of your business. We then take the next step and survey exits and non-hires to understand the specific issues or feelings that people have when they walk away from your organization. Our employer brand audit is a powerful tool that provides invaluable insight from every angle.

Strong brands also make more money.

According to LinkedIn’s “The Employer Brand Handbook,” a strong corporate brand reduces cost-per-hire by up to 50%, and can also slash turnover rates by as much as 28%. Building and maintaining a strong, positive brand image is a significant asset for hiring and retaining talent, as well as promoting corporate image. Work Institute’s employer brand audit shows you how your brand is viewed in the marketplace, which plays a vital role in advancing your business, reducing internal costs, improving retention, and ultimately - positively affecting your business’ profitability.

A strong corporate brand reduces cost-per-hire by up to 50%, and can slash turnover rates by as much as 28%.

LinkedIn’s “The Employer Brand Handbook”

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employee recruitment studies
  • >The reach of your corporate values.

    What are your company values? Are they seen, felt, heard or spoken within your organization? Do they infuse every inch of your workplace?

  • >How your employees feel about their supervisors - and your company.

    Are your supervisors empowering your employees? Are goals communicated at every level? Do internal employees understand their opportunities to grow within your company? Only 14% of organizations report that their workforce has a solid understanding of their organization’s strategy.

  • >The level of engagement among your employees.

    Every employee in your company has the potential to be a brand ambassador. What are they saying about your business? What would they tell people about their job and their workplace to a friend or stranger? Are you encouraging them in their internal career development?

  • >How non-hires and exiting employees really feel about your organization.

    Is your brand appealing in the market place? Is your company a great place to work? What attracted them to apply? Would they still recommend your company?

  • >The attractiveness of your corporate brand.

    Nearly 75% of global talent acquisition leaders say corporate branding has a significant impact on their ability to hire great talent. What are you doing to increase your company’s attractiveness? Are you focused on what’s appealing to your internal employees? Is it great benefits? Work-life balance? How are you establishing career development and corporate culture?


Once you become a partner of Work Institute we assign you a Client Services representative. This person will be with you every step of the way – from identifying who needs to be interviewed, crafting the specific study questions, gathering and providing data analysis to building a change management plan to address specific issues and meet predefined business goals.

Your Client Services representative will become an integral part of your internal team by providing research, data, analysis and recommendations along the entire feedback cycle. Their entire focus is your company’s engagement and retention strategies. They find what isn’t working and get it working again saving your hundreds of thousands of dollars in turnover costs.

Once we get the interviews and surveys in place, your Client Services representative will work with you to summarize the major 3-4 trends in bullet form with the supporting raw data as a reference. We will regularly meet with you and any key leaders to discuss what we’ve discovered and will work with you to build a plan of action to make key changes.

Our reporting system is designed to give access to whomever you deem necessary.  Sometimes all organizational leaders want and need to know the research. Sometimes it’s better to have one key internal person managing the process. Whatever the request, we will provide access at no additional charge.

We use our combined experience of close to 30 years in human resources and our ability to capture the specific data you need to design thorough action plans to solve HR issues. For example, just by solving simple issues in recruitment results in hiring the right top talent for your open positions. Hiring the right top talent means reducing turnover significantly. This is what consulting with data can do for you.


Work Institute starts by providing you with an unbiased look at your current employer branding plan. We measure the engagement of employees, review your company values and strategies, and develop the tools you need to make sure you’re staying ahead of the competition through positive brand association.

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Learn how candidates feel about your corporate brand and what you can do to improve it.




Our experts can help you determine the solutions best suited to your company’s needs.

  • "The Work Institute has helped us uncover some critical gaps in our recruiting processes, but also identify several great opportunities to attract the talent in our industry that we want the most. The reporting and analysis enables us to continually improve our efforts and strengthen our workforce."