Employer branding is usually described by its value proposition (EVP). On the other hand, its identity (EBI) is often neglected. While EVP answers the question “what do we offer”, EB identity describes “who we are as an employer”.
It is the “look and feel” of the employer brand, which is reflected in how the brand appears both externally and internally – for example, in the style of internal communication, the design of recruitment materials or the way interviews are conducted. It is the EBI that has a key influence on the attractiveness, memorability and credibility of the brand.
Distinctiveness vs. Differentiation: Being Different is not Enough
In today’s attention economy, where people consume hundreds of brand messages every day, the ability to instantly recognize is key. In the online environment, we only have a few seconds to make an impression.
Distinctiveness – the ability to be recognizable and memorable – is what determines whether our brand stays in people’s minds or disappears in the noise of information.
We can differentiate a brand on two levels:
- Differentiation: What makes our offer different (EVP, benefits, culture, approach to people)
- Distinctiveness: What makes us recognizable and memorable (visual style, tone of voice, symbols)
Both levels are important and complement each other. Differentiation alone is not enough if the brand is not easily recognizable. On the contrary, visual stylization alone without content seems empty.
The role of an employer brand specialist is to connect strategy with creative processing – for example, to connect specific benefits with a unique language and style of communication.
An example of the emphasis on distinctiveness is the Ernst & Young brand, which shortened its name to EY in its communications in 2013. This step simplified the brand’s visual appearance and strengthened its memorability across media and formats.
In an environment overwhelmed by information, it turns out that the shorter, more expressive and consistent a brand is, the greater its chance of attracting attention at first glance.
Two Main Ingredients: Verbal and Visual Identity
Employer brand identity has two equal components:
- Verbal identity: communication style, key messages, tone of voice, brand vocabulary
- Visual identity: colors, fonts, photos, layouts, icons, video style
A strong EBI is created where both components are in harmony. The brand vocabulary determines how we talk about people and work. The visual style then underlines, multiplies and makes the theme easier to remember.
When creating an identity, it makes sense to start with words. The verbal level – i.e. the ideas expressed in language – helps the brand name what it believes, how it expresses itself and what its stance is.
Only then do we give these ideas a look: using colors, images, fonts and graphic elements. This creates a meaningful and consistent brand that speaks and looks the way it feels.
It’s like preparing a brief for a fellow graphic designer – or increasingly, for artificial intelligence. Unless you know what you want to say, you can’t effectively decide what the output should look like.
How to Create an Authentic EBI
Authenticity comes from within the company, not from a graphic manual. The first step is to listen to the people in the company and capture their real experiences.
This is followed by an analysis of existing communication, which helps to reveal contradictions between what the brand says and what people actually experience.
The employer brand identity can then be defined (e.g. using the Brand Identity prism tool) and a communication framework can be created, which is followed by a visual style.
The key is coopeeration between HR, marketing and design – each of these roles brings an important perspective to identity creation: HR knows people, marketing can tell stories and design gives face to ideas.
Practical Examples: EBI in Real Communication
- Career website: EBI expression in content structure, language style and choice of visuals
- Advertisements and flyers: What communication looks like when one brand speaks with a unified voice across media
- Social networks: Storytelling and formats that strengthen identity (e.g. video from the company environment, authentic employee quotes)
- Internal communication: Intranet style, the appearance of internal emails, the visuals of management presentations or the tone of bulletin boards in production – EBI can be reflected everywhere and support a unified culture
EBI and Corporate Identity: Finding a Balance
Employer branding should be part of the corporate identity, but it has its own specifics.
While corporate communication is often directed towards partners and customers, employer branding speaks to candidates and employees.
Therefore, it is necessary to find a balance between respect for the company brand and the freedom to create an identity close to people. Differences can arise in tone of voice, photography and content.
EBI and Connection to Experience
Brand identity influences the experience of candidates and employees. If a brand promises one thing and the reality is different, disappointment and loss of trust occur.
Strong and authentic EBI, on the other hand, contributes to the alignment between expectations and reality, which supports trust, engagement and long-term relationships.
The word identity itself already carries the ability to identify – that is, the possibility to identify with something. If a brand looks good in my eyes and I like it, there is a greater chance that I will identify with it and become close to it. The question then remains whether this brand brings me the expected benefits and fulfills what it promises.
Conclusion: Why Invest in EBI
Employer brand identity is not a design accessory, but a key tool for building a brand that people trust. It allows a company to stand out from the crowd, unify communication across channels, and strengthen relationships with employees and candidates.
A well-designed EBI builds an employer brand that people want to live and share.
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I have been working with MenSeek for over 10 years. During that time, I have had the opportunity to participate in many diverse projects for various clients: from building websites to online campaigns and creating magazines to complete employer branding. In our team, I mainly take care of texts. My dream is to travel the world and I always try to fulfill my dreams. I also enjoy sports and tourism, I like reading and, as a true Czech, I like beer.
