The document discusses the importance of employer brand and pay brand. It argues that in today's competitive market, differentiation is key, and companies need to focus on attracting and retaining great people. A strong pay brand, based on fair compensation, transparency, and ongoing dialogue, is important for talent acquisition and engagement. High-performing companies view pay as strategic, understand market pay levels, involve managers, and make pay communication effective. Building a compelling employer and pay brand from the inside-out by living the mission and values is vital for long-term success.

2. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Rusty Lindquist
Vice President of Thought Leadership
at BambooHR
Lydia Frank
Vice President of Content Strategy
at PayScale

3. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Innovation:
The keystone
of differentiation

4. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Competitive Abundance
GLOBALIZATION
has shrunk the world
TECHNOLOGY
has leveled the playing field
LOW ENTRY BARRIER
has increased startups

5. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
The Commoditization
of Innovation

6. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Differentiation decay

7. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Value Entropy
TIME
PERCEIVED VALUE
of INNOVATION
Remarkable
Expected
L
H
Expected

9. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Focus on Who YouAre
PEOPLE
Relentlessly attracting, inspiring,
and empowering great people.
CULTURE
Creating a great place to work,
so great work can take place.

10. –Bersin by Deloitte

11. Ram Charan
Best-selling Author, Business Advisor

13. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
This is Employer Brand
Culture
(How you behave)
Story
(What they say about
how you behave)
HOW
WHAT
WHY
Mission
Values
Beliefs
(who you are)
OUTSIDE-IN (CONVENTIONAL) INSIDE-OUT (REMARKABLE)
Start With Why

14. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Start With Why
Culture
(Behaviors: including
how you pay)
Story
(Including what they say about
how you pay)
This is PayBrand
HOW
WHAT
WHY
Mission
Values
Beliefs
(who you are)
OUTSIDE-IN (CONVENTIONAL) INSIDE-OUT (REMARKABLE)

15. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
So Much of Your Employer Brand Comes Down
to Pay Brand
Attracting / retaining talent is about reputation – what would your
employees tell others about what the org values?
• What you pay
• How you pay
• Why you pay the way you do

16. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Your Employees Have QuestionsAbout Pay
Am I getting a good
deal?
How does my pay
compare to that of
my peers?
Does my company
care about addressing
gender pay issues?
Does my company
provide equal access
to opportunities?
Why am I paid the
way I am?
What can I do to
earn more?

17. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Only 1 in 5 Employees Feel Fairly Paid
43%
of employers say their
employees are paid fairly
21%
of workers think they
are paid fairly
64%
of workers paid the
market rate and
35%
of overpaid workers
think they are underpaid

18. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
74% of Orgs Say a Mgr/Function Leader Has a Hand
in Communicating Pay Decisions

19. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
There’s a DisconnectAround Pay Communication

20. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Employee Pay Perception Is 5x More Impactful Than
How You Pay vs. Market
0%
20%
40%
60%
80%
100%
Low Medium High
Perceived Pay Fairness Perceived Pay Transparency
% Who intend to leave % High employer satisfaction
0%
50%
100%
Low Medium High

21. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Orgs Who Demonstrate a Commitment to
Gender Equity Retain Their Talent

22. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Culture
(How you behave)
Story
(What they say about
how you behave)
HOW
WHAT
WHY
Mission
Values
Beliefs
(who you are)
OUTSIDE-IN (CONVENTIONAL) INSIDE-OUT (REMARKABLE)
Start With Why

23. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
WHY
Your employer brand acts as
gravitational waves, reaching
out and drawing candidates
in… inviting them into the orbit
of your organization.
ee
ee
ee
ee ee
ee
ee
ee

24. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
WHY
WHY
WHY
ee
ee
ee
ee ee
ee
ee
ee
ee
ee
But you’re not the only
one drawing them in.

25. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
WHY
ee
The orbit of employee engagement
Peak
Engagement
(Flow)

26. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
WHY
ee
The orbit of employee engagement
Departure Trigger
Emotional Distancing
Galvanizing Resolve
Maximum Emotional
Sensitivity (lowest
gravitational pull)
Crystallization of
Discontent
Escape
Velocity
Decision to
Re-engage
Re-Entry
(emotional refueling)
Peak
Engagement
(Flow)
Optimal Orbit
Intervention
Opportunities
Journey of Disengagement
Journey of Re-engagement
Organizational Waste
(20% Productive Power)

27. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com

28. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
WHY
ee
Departure Trigger
Emotional Distancing Galvanizing Resolve
Maximum Emotional
Sensitivity (lowest
gravitational pull)
Crystallization of
Discontent
Escape
Velocity
Decision to
Re-engage
Re-Entry
(emotional refueling)
Peak
Engagement
(Flow)
Optimal Orbit
Intervention
Opportunities
Organizational Waste
(20% Productive Power)
COMP
(the story of how much we are valued)
tends to be one of the most common departure
triggers, throwing an employee into a cycle of
emotional distancing.

29. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Companies With Strong Pay Brands
“Fair/Competitive” “Equitable” “Transparent”

30. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Top-Performing Orgs
Build Their Pay Brand
With Intention

31. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
They Have a Compensation Strategy
Talent market /
competition
Data sources
Alignment to
business goals
Communication

32. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
They Understand the Value of Pay Transparency

33. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
They Treat Pay as an Ongoing Dialogue
• 56% of top performing orgs have
completed a market study within last 12
months.
• 31% of top performing orgs give bonuses
or incentives at least quarterly
• 37% of top performing orgs get market
data for individual jobs at least monthly

34. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
They Involve
Their Managers
Top-performing orgs trust their
managers to be a more integral
part of the pay process.
*Agree or Strongly Agree

35. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Recap on Pay Brand
1. Employees and managers form their own perceptions, so it’s
better that you drive the conversation
2. Pay brand impacts talent acquisition, engagement, retention,
your reputation in the market, and your bottom line.
3. Think about your pay brand in terms of what you pay, how
you pay, and why you pay the way you do.
4. Make pay an ongoing dialogue, not one-off events.
5. Manager involvement & effective communication are critical
to building a pay brand.

36. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
BambooHR
Receive a free job posting on our ATS and full HRIS for one week.
We will contact everyone within the next few days to set this up.
PayScale
Questions?
Check out our resources on compensation
www.payscale.com/compensation-today

37. bamboohr.com
Crafting Your Employer Brand: Why It Matters and How to Do it Well
payscale.com
Follow BambooHR and PayScale on social media:
bamboohr.com/blog | payscale.com
Thank you!