What is Employer Branding? Tips from Tatyana Golubenko on how to build a strong employer brand.

The ongoing competition in the labor market, especially in the IT sector, highlights the importance of Employer Branding as a key tool for attracting and retaining talent. According to LinkedIn, 88% of job seekers consider a company's employer brand when applying for a job. But what exactly does this concept entail, and how can one create a strong employer brand from scratch? To help answer these questions, we spoke with an expert in Employer Brand Management — Tatyana Golubenko. Her experience spans work in large international companies, where she successfully developed employer branding strategies. In this interview, she discusses the key steps to building an employer brand, her unique methods for managing internal and external communications, and why social initiatives play a crucial role in maintaining a positive company image.

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— Tatyana, statistics indicate that for most job seekers, the employer brand matters. Could you explain what Employer Branding is and how important it truly is for companies?

— Employer Branding is a comprehensive process of creating and enhancing a company's reputation as an employer, making it attractive to potential employees while maintaining the loyalty of current ones. It's not just about offering a good salary or comfortable working conditions. The employer brand reflects how the company is perceived by those who might become part of it. Today, this is incredibly important as the labor market evolves, along with candidates' motivations. Talented professionals are not just searching for another job; they are looking for a place where they can realize their potential. A strong employer brand helps a company stand out among competitors, attracting not just any employees but those who share its values. People want to work where they feel valued and can grow, and Employer Branding helps create such an environment.

— You are currently consulting for Advertiv, where you create promotion strategies for global clients. Where should one start when building an employer brand?

— The first step is to understand the specifics of the current corporate culture and the company's values. It's crucial to realize that the employer brand is not merely a set of PR activities, but a reflection of how employees perceive and feel about their work within the organization. The next step is to research the external perception of the company, its market position, and analyze the competitive landscape. Based on the information gathered, the Employer Value Proposition (EVP) is formed — a key element of the strategy for attracting and retaining talent. The EVP serves as a foundation that allows for a unified message to be communicated both internally and to attract people from outside who share the corporate values.

— Once the employer brand strategy is established, what should be done next to make the company more visible and attract specialists?

— After the preparatory stages, it's important to focus on actively promoting it both within the company and externally. Start with internal communications: employees need to feel engaged in the life of the company. For instance, regular meetings with teams help coordinate work and receive timely feedback, while company-wide all-hands meetings allow employees to hear news and learn about the company's successes directly from management.

As for external promotion, this varies by company. A well-designed career website, active social media presence, organizing industry conferences, participating in job fairs, collaborating with local universities, IT schools, communities, and clusters, and supporting external initiatives through sponsorship and other partnerships are all essential. The key is for your company to be present where your potential employees are concentrated.

— In addition to events like Odessa Dribbble Meetup and Apps Conference, you also organized the large-scale World of Big Data conference in collaboration with the Data Science community Odyssey while working at AUTODOC, one of Europe's leading auto parts suppliers. How do such events influence the recognition of an employer brand, especially if it is already well-known?

— While AUTODOC is widely recognized as a supplier of automotive components, its success largely depends on a robust IT infrastructure that supports all processes — from online sales to data management and logistics. Organizing such conferences helps the company attract the attention of the IT community and showcase its expertise in this area, as the speakers at the event were exclusively leading Data Science specialists from AUTODOC. This undoubtedly strengthens the employer brand. Additionally, it provides a fantastic opportunity to network with the professional community and establish the company's position in the industry, which aids in attracting the most talented professionals in the market.

— Tatyana, during your time at HYS Enterprise, you were actively involved in organizing socially-oriented projects like the AIM HIGH Hackathon. Can you explain how social initiatives contributed to creating a successful Employer Branding strategy?

— Indeed, social initiatives play a significant role in establishing a successful strategy. They help a company not only talk about the importance of social responsibility but also demonstrate it in action. Employers who organize or support such projects are perceived as progressive and committed to making a long-term contribution to society. Employees who participated in the hackathon took pride in working for a company that addresses real social issues, which strengthened their loyalty. Engaging in such projects not only showcases the company's social responsibility but also attracts individuals who share its values.

— What advice would you give to companies that want to maintain a strong employer brand in the long term?

— First, companies need to continuously work on their corporate culture. The employer brand starts from within, and if employees do not feel engaged and supported, no external campaigns will help. Maintain open communications, create opportunities for growth and development, and listen to your people. Secondly, consistency is key. Your values and promises as an employer must be real and evident in all aspects of operations — from internal culture to external talent attraction campaigns. People need to see that the company not only declares its values but also practices them. Finally, remain flexible. The labor market is constantly changing, and companies must be prepared to respond to these changes. This may involve implementing new technologies, rethinking work approaches, or creating new programs for employees. The main thing is to keep moving forward while considering changes in employee expectations and the labor market.