Branding is a term that most people recognize. Branding is how we all know top companies and products. But do you know what those brands actually do, or what it is like to work at that organization?

Employer branding is the process of building a positive reputation as an employer to attract, retain, and engage talent. While branding is common in the private sector, nonprofits and public agencies often overlook its importance. KEES helps uncover your core employer brand and ideas that define your organization’s employer identity, using them to attract mission-driven talent, retain and engage your workforce, and ensure your organization stands out as a top choice for future employees. For nonprofit and public organizations, a strong employer brand can greatly enhance your ability to recruit top-tier candidates and improve employee retention, positioning your organization as a leader.

Research shows that only 16% of nonprofits have a formal employer branding strategy, despite 83% of recruiters considering it essential for attracting top talent.

For lesser-known nonprofits, strong branding is crucial. It’s not about logos, but about clearly communicating your mission and the impact employees will have. This helps potential hires connect with your values, fostering trust and attracting individuals passionate about making a difference.

Examples of public sector and nonprofit brands include the U.S. flag (iconic flag), NASA’s logos (Nicknamed the “meatball” and the “worm”), the EPA’s flower (a symbol of the agency’s mission), and nonprofits like the American Red Cross or United Way (recognizable brands).

If you are not one of these most recognizable nonprofit brands, will or can you attract the best workforce? While public sector brands like those mentioned above have iconic symbols that foster recognition and pride, attracting top talent isn’t just about a recognizable logo. It’s about the mission and impact behind the brand and the “why” that drives your focus on employer branding initiatives and efforts.

Recent research shows that:

• 95% of candidates say an employer’s reputation impacts their decision to apply.
• 79% look at a company’s mission and purpose before applying~ often via social media or the website.
• 75% are more likely to apply to companies that actively manage their brand.
• 100% of inquiries we receive about current searches with unrecognized or lesser known employer brands are due to insufficient visibility across multiple channels. It’s like choosing between working for “Apple” or a smaller company called “The Apple Tree.” Which would you prefer?

Why Employer Branding Matters

Leadership transitions and building strong teams are pivotal moments for any organization, especially this year. They can greatly benefit from a well-established employer brand. A strong employer brand is more than just a reputation, it’s an asset that helps organizations navigate change and enhance overall team effectiveness.

A strong employer brand helps organizations:

• Attracts the Right Talent: A strong employer brand attracts job seekers who are passionate about your mission and eager to work with or partner with your organization.
• Builds a Purpose-Driven Culture: Branding enhances an organization externally and plays a critical role in setting its internal culture. Strong branding promotes a sense of belonging and purpose, leading to higher engagement and longer retention.
• Improves Employee Retention: A positive employer brand boosts employee satisfaction and loyalty, helping you retain top talent over time.
• Enhances Organizational Reputation: A consistent, authentic employer brand boosts your agency’s reputation by highlighting your commitments and external image.
• Increases Brand Awareness: By building a strong employer brand, you increase awareness of your organization and its mission, making it more appealing to potential candidates.
• Promotes Trust and Community Impact: A compelling employer brand showcases your employees’ impact, building trust with your team and the public while emphasizing your work’s importance.

A strong brand builds trust, inspires constituents, users, and donors, attracts volunteers, and ensures long-term sustainability. Building a consistent and positive employer brand increases brand awareness, enhances your organization’s reputation, and fosters trust with potential candidates throughout their employee journey.

Curious how your brand is perceived? Contact KEES at inquiries@kees2success.com today to elevate your employer brand and attract top talent. We are happy to provide a 15 minute consultation based on specifics you send us.