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This brings us to "employer branding" as a discipline that is increasingly mentioned and gaining importance. This term represents the perception of potential new employees as job seekers. Still, above all, your current employees know about your company, and their attitudes and opinions influence that perception. While there are still global debates about whether this area should be within the scope of corporate communications or human resource management, it's clear that achieving the desired goal, a good reputation from the perspective of potential employees requires a careful combination of HR, PR, and marketing knowledge and tools.

In creating a company's desired image and reputation, internal communication involving employees should be seen as a strategic function, given its importance in shaping the company's perception. What does this practically mean? For a systemic approach, the commitment of top management is required, primarily to create and improve conditions, the atmosphere, and the culture in which employees will be satisfied and eager to work in your company and recommend it in their network. Research also shows that 95% of candidates consider a company's internal reputation one of the most important factors when deciding to change jobs. Your success in this endeavour will depend on how familiar your employees are with the company's values, how you treat them, and how well you manage their expectations. It's said that "your brand is what people say about you when you're not in the room." Applied to our topic, this practically means what your employees will say about the company to their friends, family, and potentially new colleagues.

One of the things the 21st century and the rapid technological revolution have taught us is that communication is all around us. Whatever we, as individuals or companies, do or don't do, we send a message to our surroundings through our actions, whether we are aware of it or not. From this perspective, it's clear that every company already has its established brand as an employer, whether it has actively engaged in managing it or completely ignored it. If we view things this way, it's crucial for every company, whether a small business with just a few employees or a large international corporation, to respect its employees and consider them as brand ambassadors. Consequently, this " public should be given long-term and strategic attention." One of the primary roles of internal communication is to direct employees toward achieving a common goal, making them feel a sense of belonging to the brand, ultimately leading to their external communication about the company being optimistic.

Numerous tools are available to achieve this relatively high communication goal, but they must align with the company's needs. It's highly beneficial to consider the needs and opinions of your employees, maintain two-way and timely communication, and foster a sense of teamwork. People are the most valuable resource of every company and the key to the success of any project, regardless of how sustainable your business is, how good your business plan is, and what resources you have at your disposal.