Employer BrandingWorkplace

Is Employer Brand Crisis Management on the Rise?

Yes, the Employer Brand Crisis has risen since the pandemic hit in 2020. Developing a good employer brand takes time and has been the most crucial realization for firms since then. To put it another way, if you entirely ignore employer branding, you will lose what you have previously developed, undermine existing relationships, and ultimately be forced to start building it up again from a lower level later. 

Because of this, no business can allow itself to ignore employer branding if it wants to be successful at a time when the labor market is changing.

What is the “Employer Brand Crisis”?

Employer brand defines how you treat your current employees, so it’s not only about luring in fresh talent. How you handled your staff amid a crisis is among the first questions in-demand prospects would ask. Companies’ brands will be shaped for decades by how they take to crises. You were that company if you didn’t prioritize your stakeholders or employees. 

The positions and issues that coincide with your organization’s values should be supported by organizations that want to invest in their employer brand. And not only the backing of social media, which is becoming more and more of a given. Your company should be ready to describe how you support fundamental causes through internal reform.

In terms of crises in 2020, no sector or company has escaped unaffected. While for some people, business is thriving, it might be challenging to keep up. Others, however, experience the opposite, with waves of layoffs occurring over a few months after a dip. 

No matter how 2020 affects your business, it’s becoming abundantly evident that handling a crisis will determine how others in your sector perceive your company, your clients, and – most crucially – your current and future employees. Regarding acquiring new people, your actions today will determine the future.

How to manage the “Employer Brand Crisis”?

Manage your Employer Branding during any kind of crisis requires an organization to stop and consider the following:

  1. How well do your HR procedures match your employer’s brand? 

When the brand and qualities are tested, processes for managing people are points of contact. These contexts include individuals, locations (physical or virtual), actions, and associated perceptions that support the relationship between the brand and its target market and offer the conditions necessary to shape a brand impression.

  1. Doing your part, are you? 

More and more workers want their companies to voice their opinions on political and social matters. The positions and issues that coincide with your organization’s values should be supported by organizations that want to invest in their employer brand. Your company should be able to describe how internal transformation and funding are used to assist important causes.

  1. Are you reliable? 

The third and most difficult factor is that today’s corporate world has a long memory, making it difficult to retain a good employer brand during a crisis. Current and potential employees and experts in the field are waiting to comment on how your company behaves and whether or not it is consistent over time.

Is Employer Brand Crisis Management Rising?

As the employee voice rises, companies increasingly grapple with crisis management that impacts more than recruitment. Companies are increasingly struggling with crisis management that has an impact beyond hiring as the voice of the employee grows. Stock prices, leadership teams, and corporate brands are all suffering greatly. Businesses frequently lose millions of dollars due to lost profits, staff, and clients. Examples of employer brand and culture crises are becoming more frequent. C-Suite leadership brands, corporate and product brand value, stock price, revenue, and reputation all bear a heavy price and are susceptible to severe damage.

10+ Ways To Keep Your Employer Brand Strong

I think we can all agree that in current times, employer branding cannot be ignored. How can we adapt our employer branding tactics to the new environment while ensuring that your business’s reputation as an employer remains strong?

We have formulated some ways to ensure the same:

  1. Add the appropriate content to your career website. 
  2. Take business social responsibility seriously.
  3. Encourage business executives to participate 
  4. Ensure that your internal and external messaging are consistent. 
  5. Recognize the content types that your audiences respond to the most. 
  6. Utilize the influence of social media. 
  7. Launch a program of staff advocacy to raise awareness. 
  8. Make it simple for staff to produce and distribute employer branding content 
  9. Adapt your employer branding materials to the situation at hand 
  10. Inform and include your staff in your employer branding plan. 
  11. Candidate experience should come after employee experience. 


Whether we like it or not, as corporate decision-makers, everything we do conveys and influences something. The level of openness at the moment makes it almost hard to maintain secrecy regarding what occurs within organizations. Furthermore, it is vital to highlight recent work trends like remote work as a factor heightening the significance of establishing an employer brand. 

If we don’t work methodically to improve our company’s image, external perceptions will inevitably arise out of our control and could result in dysfunctional images. In reality, creating an employer brand with personality, distinctiveness, and consistency is today’s imperative challenge in the business ecosystem, one that must be met and successfully handled.

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