Employer Branding: Who’s in the Driver’s Seat?

In a large survey in April 2024, we looked at more than 500 companies in Flanders and Brussels. Currently, hr is most often assigned primary responsibility (35.2%), followed by marketing & communications (23%). In the future, more shared responsibility is expected, with hr (31.6%) and marketing & communications (27.8%) taking the lead, followed by an employer branding specialist.

Simply put, no single party owns employer branding. Both management, HR, and marketing teams are essential in shaping and executing the employer brand.

• The role of the management team

The management team plays a key role by setting the strategic direction and providing management support. They ensure that the brand strategy lives throughout the organization and influence the internal image and organizational culture through their management style and internal policies.

• The role of the hr team

The hr team is at the heart of the employer branding strategy. Their job? To attract, recruit, engage and retain talent. They represent the brand to candidates and communicate with employees about career goals and well-being. They are essential to the analysis and implementation of the employer branding strategy.

• The role of the marketing team

The marketing team provides not only insights into market conditions and trends, but also tactical and strategic essential support in branding and developing employer brand identity, positioning and communication, both internally and externally.

Employer branding is a collective responsibility. While each team has a specific role, collaboration is essential for success. While the hr team is the core, the management team provides strategic direction and the marketing team provides branding expertise. Only by working together can they develop a strong and attractive employer brand.

The lack of time and resources proves to be the biggest stumbling block. As an employer branding agency, we can bring these parties together for you and integrate both their shared and separate objectives. Through joint action we develop a strong, coherent employer branding strategy. This will help you be an attractive and competitive employer and build a competitive advantage on the labor market.