Employer branding and corporate culture: how do they connect?

Corporate culture is the substance, the employer brand is the promise about it. Employer branding makes visible on the outside what the culture carries on the inside. When the two match, companies find the right people and keep them.

The brand opens the door. The culture decides whether someone stays.

The wrong people come, and the right ones leave. Typical consequences are high turnover in the first year, disappointed new hires and employer reviews that tell the opposite story of the careers page.

The most expensive recruiting is the kind that works. For six months.

Four: facade, hidden gem, construction site and magnet. Only with the magnet do a strong brand and a strong culture come together.

• Facade: strong brand, weak culture. Lots of applications, lots of departures.
• Hidden gem: strong culture, weak brand. Whoever is there stays. Only few know about it.
• Construction site: both weak. Or showing their age. Often our starting point.
• Magnet: both strong. The right people come, the right people stay, and they tell others.

With an honest look at the culture. Only once it is clear what really defines a company as an employer can a credible employer promise be formulated.

Whoever builds the campaign first has to rebuild reality afterwards. It’s possible. But exhausting.

Because one can’t hold without the other. identifire® is Austria’s first agency to think employer branding and corporate culture together from the very start.

Our name says it all: identification is the fire that binds people to a company. We make sure it burns. And that you can see it from outside.