Samuli Salonen

Your employer brand has 5 different levels:

✅ Level 1: Negative brand. For some reason, people don't want to join your company. It might be because of the industry you are working or if you have had some bad press around your bad working conditions.

✅ Level 2: No one knows your company.

✅ Level 3: Some people from your target audience know your company name and what you do as a company, but they typically don't have an idea about your culture, what kind of workplace you are etc.

✅ Level 4: You are the preferred working place within your target audience. You can typically see this with getting high-quality inbound applications & when you do outreach, you get some great response rates from people.

✅ Level 5: You are the go-to workplace within your industry. You have raving fans and people who really want to join your company, and even those who are not working at your company are speaking good about you as a workplace. You can even fail on some things, but the brand value is so high that people are willing to forgive and still think you are a great working place.

Your goal should be to get to level 4-5. 

However, there is a risk with the level 5.

People might think you are too good working place.

And end up being disappointed when joining your company.

So make sure to speak about the challenging things openly as well and not only focus on the good things.