en
Jobs

Let our industry specialists listen to your aspirations and present your story to the organisations in Hong Kong that fit you the best as we collaborate to write the next chapter of your successful career.

See all jobs
Candidates

Together, we’ll map out career-defining, life-changing pathways to achieve your career ambitions. Browse our range of services, advice, and resources.

Learn more
Services

We understand that no two organisations are the same. Find out more about how we've customised our recruitment offerings to help companies in Hong Kong meet their needs.

Read more
About Robert Walters Hong Kong

Since our establishment in 1997, our belief remains the same: Building strong relationships with people is vital in a successful partnership.

Learn more

Work for us

Our people are the difference. Hear stories from our people to learn more about a career at Robert Walters Hong Kong

Learn more

Is employer branding a marketing or HR function?

Employer branding has become a buzzword within most organisations over the last year. Businesses have started to realise that the external values and ethics they advertise on behalf of the company need to be believed and resonated by their employees.

What is employer branding?

Employer branding is the internal culture a company creates based on their brand story, and how employees live out the brand values both internally and externally.

The importance of employer branding in organisations

As competition increases, organisations need to realise the importance of a strong employer brand and the benefits it creates. Some benefits of an employer brand include: 

Employer branding is not a duty of marketing or HR, it is an institutional and on-going task.
  • Attracting and retaining top talent
  • Increased financial performance
  • Increased motivation and engagement of employees
  • Becoming an 'employer of choice' - job-seekers are increasingly looking for companies that offer more than salary increases
     

Role of marketing in building the employer brand

It is the role of a company’s marketing department to deliver consistent brand messages to all external stakeholders. Marketing should have a thorough understanding of a company’s brand, what it means and how it should be communicated. A brand needs to start from the inside out and it is for this reason many marketers believe that the employee brand needs to sit under the marketing umbrella.

Role of HR in building the employer brand

HR is the face of a company’s recruitment process and is often the first impression new employees have with your company. HR also sets company policies that are closely aligned to the organisation’s values. These give some HR professionals reason to believe employer branding should sit under the responsibility of the HR function.

There are various elements to an employer brand and understanding these means that it doesn’t belong to a single function. Employer branding is not a duty of marketing or HR.

Both functions have the skills and capabilities to deliver certain elements of the employerbrand and they should work together to create a unified strategy. Marketing and HR also need to work together to get a third integral element in place - a company’s CEO/MD. Having leadership visibility strengthens a company’s employer brand.

Share this article

Related content

Submit a Vacancy
Salary Survey
Hiring Advice
Get in touch

Find out more by contacting one of our specialist recruitment consultants

Related content

View all

How embracing ESG principles can attract top talent

Building a Sustainable ESG Workforce for Corporate Success in Hong Kong Ricky Mui, Regional Commercial Director – Asia, Robert Walters In recent years, Hong Kong has witnessed a significant shift in its corporate landscape, with the emergence of Environmental, Social, and Governance (ESG) principles

Read More

How to spot resilience in a candidate

Increasingly complex working environments mean organisations want employees that are adaptable and resilient. But how can you spot these qualities in candidates? When hiring new talent, you may think technical prowess and interpersonal skills are all that matter. But in the stressful modern workplac

Read More

How can corporates adopt a start-up culture to attract talent

Today, companies are no longer directly competing for talent against direct competitors or within their industry. While big corporates can offer competitive salaries and great employee benefits to make for an attractive proposition, a strong force of competition is also coming from start-ups as the

Read More

I'm Robert Walters, Are you?

Come join our global team of creative thinkers, problem solvers and game changers. We offer accelerated career progression, a dynamic culture and expert training.