At the Intersection of Employer Branding & Employee Engagement

With effective employer branding, employers can improve employee engagement at various touch points of the job candidate and employee life cycles.  Touch points of the candidate and employee life cycle include the recruiting/interview process, the new hire/onboarding process, employee daily work performance, the performance review process, the salary increase process, the leave of absence process, the benefits enrollment process, the career development/advancement process and the offboarding process.  With the exception of offboarding, how engaged employees are at each of these touch points can impact retention and attrition rates.  As an alternative to measuring engagement on a daily or weekly frequency, employers may want to measure engagement immediately before, at, or following a specific life cycle touchpoint.

Hot Topic 

Hot Topic found that when it made a concerted effort to brand its onboarding process touch point, it saw a 50% decrease in new hire attrition (leaving within 1 year) and a projected 39% increase in new hires categorized as high producers.  

Key tenets that were articulated?  Core beliefs, pillars, buzzwords?

Hot Topic increased employee engagement by designing its onboarding touchpoint to: “assimilate new hires into our culture, align new hires with our mission and goals, [and] equip new hires with the context and tools necessary to get their job done.”

Employer branding can integrate workplace culture into the various employee life cycle touch points, in this case on-boarding.  

Making a concerted effort at employer branding can have a positive impact on employee engagement at and following various touch points in the employee life cycle.


Earl’s Kitchen

Earls Kitchen branded it’s company culture as the Earls Experience.  Employee life cycle touch points that were included in the branding efforts were 1) career development (e.g. “leadership development” courses to all levels of employees) and 2) rewards/recognition (e.g. the Earls Partner Awards and Earls Experience Awards).  

With implementing the employer branded Earls Experience, Earls Kitchen saw its retention increase from 28% to 43%, its hiring costs reduced by $1 million, leadership engagement increase from 65% to 82% and saw their overall company engagement score increase from 35% to 90%.

Key tenets that were articulated?  Core beliefs, pillars, buzzwords?

Earls Kitchen increased employee engagement by instilling a leadership mindset in all team members (e.g. through leadership development courses), driving for employees to be employer brand advocates on social media, and through implementing robust reward and recognition programs.

The employee experience directly impacts the customer experience; highly engaged employees lead to better customer engagement.

Earls Kitchen uses CultureAmp to drive a culture of employee feedback aimed at measuring and increasing engagement.  


Buzz phrases:

Company Values

Company Culture

Employee experience

Candidate experience

Employee life cycle touch points

Brand differentiation

Employee value proposition

Recruitment marketing strategy

Employer of choice

Candidate persona

Employee persona