Today, almost no company, large or small, can afford to let the opinions about it be formed spontaneously. For decades, PR departments have been making sure that companies are presented in the best possible light.
The same is true for the employer brand. The digital world, which is always available, easy to access and monitor, also leaves employers' reputations intact. Employers cannot hide, they are also competing in the marketplace as workplaces. Therefore in an age of transparency it is increasingly valuable and important to have effective employer branding.
Employer branding, if done well, will reduce recruitment costs as there will be less turnover. In addition, like product communication, it strongly differentiates the employer from the competition. Last but not least, by listening to and reflecting on employee feedback, you can create a likeable, engaging company culture.