Why and How to Take Care of Your Employer Brand

When you hear the word “brand”, what comes to mind?
Perhaps a commercial brand—logos, slogans, or product ranges. Or maybe corporate brand image—the way a company presents itself to the public, highlighting values such as authenticity, boldness, freedom, or sustainability.

But a company is also, above all, an employer—with its own identity and values. That’s where the concept of the employer brand comes in.

Let’s clarify what it means, why it matters, and how to make it one of your most powerful assets—especially by integrating mental health initiatives.

Understanding the Employer Brand

What do we mean by employer brand?

The employer brand refers to the perceptions, values, and overall image a company projects as an employer.

It is shaped both by:

• Internal perception: how current employees see and experience the company.
• External perception: how candidates, potential recruits, and the wider public view the company as a place to work.

The employer brand is a strategic component of corporate communication. It encompasses human resources management, organizational culture, and the employee experience.

Concretely, it includes several key elements:

1. Organizational culture: the values, management practices, communication methods, and rules that structure day-to-day work life.
2. Employee Value Proposition (EVP): the total package of benefits and advantages the company offers to its staff—salary, social benefits, career development, training opportunities, work environment, flexibility, etc.
3. Candidate experience: how the recruitment process is managed—not only for those hired, but also for rejected candidates, who will form an impression of the employer from the way they are treated.
4. Employee experience: the day-to-day reality once hired—onboarding, professional development, annual reviews, career plans, internal mobility, well-being initiatives, etc.
5. Communication and reputation: how the company positions itself externally—through media, social networks, employer review sites, job boards, universities, and business schools. Employees themselves can become ambassadors of the employer brand, amplifying the message.

In short, the employer brand cannot exist without a coherent HR strategy, authentic culture, and well-managed communication.

Why Is Employer Brand So Important?

In a job market where employees no longer hesitate to move from one company to another, and where recruitment is increasingly competitive, a strong employer brand is a critical asset.

Retaining existing employees

A positive employer brand directly supports employee satisfaction, motivation, and engagement. The way people feel valued and supported in their daily work strongly influences whether they stay.

This is why building a positive employer brand often goes hand in hand with management practices and workplace well-being measures. When employees feel that their well-being is prioritized, they are more likely to remain loyal to the organization.

Attracting new talent

In a competitive talent market, especially among younger generations, candidates have greater bargaining power. They are not only looking for competitive pay, but also for alignment with their values, a workplace where they will feel good, and opportunities to develop their careers.

The way a company treats its people, responds to their needs, and communicates about these practices is therefore a key factor in talent attraction.

Reducing costs

A strong employer brand also means significant cost savings:

• Lower absenteeism and presenteeism, both of which are costly.
• Lower turnover, reducing expenses related to recruitment and onboarding.
• More spontaneous, qualified applications, lowering reliance on external recruiters or costly job postings.

Strengthening overall corporate reputation

Finally, an employer brand that inspires trust internally reflects positively externally. Clients, suppliers, investors, and the wider public perceive a stable, transparent company aligned with positive values. This improves business reputation and fosters loyalty among stakeholders.

The Link Between Employer Brand and Mental Health

Mental health: a major concern for today’s workforce

To develop a strong employer brand, companies must respond to broader societal expectations and the real concerns of employees and candidates.

The numbers are clear: nearly 1 in 4 employees are in critical or at-risk mental health, and almost 1 in 2 report unmanageable stress levels at work (Teale Mental Health Barometer 2023).

Employees consistently express needs around:

• Flexible schedules.
• Tangible workplace well-being measures.
• Diversity and inclusion.
• Recognition and feedback.
• Career development opportunities.
• Social responsibility (CSR/ESG policies).

For organizations seeking to make employer brand a strength, mental health is no longer optional—it is central.

The negative impact of neglecting mental health

The relationship is direct: neglect mental health, and the employer brand suffers.

Employees who lack support, work under toxic management, or feel their physical and psychological needs are ignored may experience:

• Stress and anxiety.
• Demotivation.
• Conflict and deteriorated team climate.
• Burnout.

These lead to high absenteeism and turnover, harming reputation. Dissatisfied employees may also share their negative experiences publicly—on social networks, with recruiters, or within their networks.

On top of this, neglected mental health reduces productivity and work quality, directly impacting results and reinforcing a negative image.

The impact of a damaged employer brand on employees’ mental health

The effect also works in reverse: a damaged employer brand can harm employees’ own well-being.

When a company’s reputation suffers—whether due to workplace harassment scandals, poor subcontracting practices, or poor working conditions—employees may feel:

• Embarrassed by the company’s image.
• Targeted by external criticism or media coverage.
• Insecure about the company’s stability and their own future.

This worsens the overall mental health climate inside the company.

How to Act on Mental Health and Strengthen Employer Brand

A strong employer brand depends on employee well-being. Here are concrete actions companies can take.

Listening and open dialogue

The first step is to create a culture where employees feel comfortable raising concerns without fear. This means:

• Setting up effective communication channels (regular check-ins, anonymous surveys, focus groups).
• Training managers in compassionate leadership.
• Actively monitoring signals of stress, fatigue, or disengagement.

By showing that employee voices matter, companies build trust and belonging.

Awareness and training

Raising awareness about mental health is essential, and managers play a key role. Training can include:

• Stress management.
• Burnout prevention.
• Work-life balance.

Workshops and training programmes help remove stigma, foster solidarity, and equip managers to act effectively.

More advanced support can come from digital well-being solutions, such as teale, which combine:

• Individual tools: stress management programmes, self-assessments, coaching sessions.
• Collective tools: HR dashboards, workshops, and structured programmes to support mental health strategies.

Building a culture of recognition and support

Recognition is a major driver of motivation. It can take many forms:

• Formal recognition programmes.
• Informal peer-to-peer appreciation.
• Regular, constructive feedback.

By valuing contributions and supporting employees facing challenges, companies create a culture of trust, collaboration, and growth.

Considering candidate well-being

Employer brand begins well before an employee’s first day. The recruitment process strongly influences perceptions.

Actions to take include:

• Defining clear candidate personas to attract aligned profiles.
• Maintaining transparent, timely communication with applicants.
• Providing feedback—even in case of rejection.
• Addressing mental health in interviews, signaling it as part of company values.

External communication on mental health

Internal efforts need to be visible externally to reinforce employer brand.

Channels include:

• Social media (sharing stories, testimonials, visuals of workplace initiatives).
• Corporate website and career pages.
• Job postings.
• Media and press relations.
• Employee advocacy (sharing authentic experiences of well-being at work).

Communicating openly about workplace mental health demonstrates authenticity and strengthens the employer value proposition.

Conclusion

A strong employer brand and mental health at work are inseparable.

Investing in well-being doesn’t just reduce costs and turnover—it enhances reputation, attracts top talent, and builds trust with employees and stakeholders alike.

The more mental health is embedded into your employer brand strategy, the more your company will be recognized as a responsible, attractive, and sustainable employer.