Article 08 - How to Connect Employer Branding and Organizational Culture



                                           Source by : (business.linkedin.com, n.d.)

How to Connect Employer Branding and Organizational Culture

Employer branding is closely tied to an organization’s culture. A company’s culture has a significant impact on how employees feel about their jobs, which affects how potential employees recognize the organization. With these elements in place, businesses can attract top talent while keeping their employees engaged and satisfied.


                                                   Source by : Nika Prpic and Nika Prpic, (2021)

How Culture defines employer branding

An organization’s culture is based on its values, work environment, and how its employees interact with each other. It always influences how workers work together, keep their communications, and how to proceed within the organization. Backhaus and Tikoo (2004) argue that employer branding involves creating an identity that resonates with current and future employees. If an organization can establish a positive work environment in its branding but doesn’t deliver on its promises, employees can quickly lose engagement, and word spreads quickly.

What companies should do to align culture and branding

  1. Be Authentic: Always be what you are.  The company’s branding should show the actual work environment, not just an idealized version of it.
  1. Encourage Employees to talk about their experience with their employer: It is always more credible when current employees talk about their organization
  1. Leadership matters!  Leaders should embody the company’s values and create an inclusive and engaging workplace.

Real-World Example: Google’s Workplace Culture

Google is one of the best examples which explain how a strong global culture can enhances employer brand. Google is well known for its innovative and staff-friendly organizational culture which provides flexibility on work schedules,  growth opportunities in career , and establishing a culture of creativity. Google always emphasizes above said factors, which has made the organization is one of the most desirable workplaces globally (Glassdoor, 2023).





                                                            Source by : www.youtube.com, n.d.

Examples from Sri Lanka

Prime Group has been recognized as the "Sri Lanka Best Employer Brand" in 2024, They have highlighted employee well-being and a supportive work environment. Their HR practices focus on creating a future-ready workforce, promoting health at the workplace, and enhancing employee engagement. This commitment has led to high morale and productivity among employees, setting a benchmark for employer branding in Sri Lanka.Primelands.lk, (2024)



How employer branding matters for hiring and retention

A well-structured company environment which match with employer branding will allow  attracting the right talent. Research by Cable & Turban (2003) indicates that job seekers will always prefer workplaces that align with their personal values, contributing to greater job satisfaction and improved employee retention. Additionally, a strong employer brand lowers hiring costs by attracting candidates who naturally fit the company culture (Jain & Bhatt, 2015).


Final Thoughts

Employer branding extends beyond having attractive job postings; it involves cultivating a workplace culture that promotes employee retention. Organizations that authentically connect their internal values with their external image will not only draw in top talent but also cultivate a committed and driven workforce.


References

  • Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501-517.
  • Cable, D. M., & Turban, D. B. (2003). The value of organizational reputation in the recruitment context. Journal of Applied Social Psychology, 33(11), 2244-2266.
  • Glassdoor. (2023). Best Places to Work 2023. Retrieved from https://www.glassdoor.com
  • Jain, N., & Bhatt, P. (2015). Employer branding and its impact on employee retention in Indian IT sector. International Journal of Management Research, 4(1), 15-24.
  • Primelands.lk. (2024). Prime Lands (Pvt) Ltd. [online] Available at: https://www.primelands.lk/news/79/Prime-Group-crowned-with-prestigious-%E2%80%98Sri-Lanka-Best-Employer-Brand-Award-2024/en [Accessed 3 Apr. 2025].
  • Sivertzen, A. M., Nilsen, E. R., & Olafsen, A. H. (2013). Employer branding: Employer attractiveness and the use of social media. Journal of Product & Brand Management, 22(7), 473-483.
  • www.youtube.com. (n.d.). Google is an Amazing Workplace. [online] Available at: https://www.youtube.com/watch?v=PzrEEcYA2kc [Accessed 30 Mar. 2023].


Comments

  1. Sanja De SilvaApril 3, 2025 at 12:11 PM

    This is an excellent take on. I found the point about employer branding particularly compelling, it's so true that a mismatch between promised values and the actual work environment can quickly lead to disengagement and erode trust. Backhaus and Tikoo’s perspective adds depth to understanding how branding isn't just about attracting talent but retaining it through authenticity. It would be interesting to explore strategies organizations can adopt to ensure they consistently align their branding with employee experiences. Thought, provoking blog...!

    ReplyDelete
  2. Anya LiyanapatiranaApril 5, 2025 at 5:37 AM

    Hi Sanja,Thank you so much for your comment. Authenticity truly is at the heart of effective employer branding. I completely agree that when there is a gap between what is promised and what is delivered, it can quickly impact employee engagement and trust. Backhaus and Tikoo’s framework really does bring that deeper understanding to light.

    ReplyDelete
  3. Oshan RanaweeraApril 5, 2025 at 8:24 AM

    This article does a fantastic job of explaining how crucial it is for employer branding and organizational culture to be aligned. The connection between a company's internal culture and its external brand is key to attracting the right talent and retaining top performers. The real-world examples of Google and Prime Group are great demonstrations of how an authentic and supportive work environment can drive employee engagement and brand strength. I especially appreciate the emphasis on leadership and authenticity as foundational elements in employer branding. Truly insightful!

    ReplyDelete
  4. Senuri's HR InsightsApril 5, 2025 at 8:34 AM

    Hi Anya,
    This is an interesting article to read!. I absolutely agree with you that employer branding has a direct effect on retaining top talented employees within an organization. Furthermore, a company can attract more top-talent employees because of maintaining the employer branding in a good manner.

    ReplyDelete

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