The verdict on employer branding is in and it’s undeniable – brand matters. It is well documented that top employer brands significantly outperform their competitors and according to recent research conducted by LinkedIn, professionals around the world agree that the most important factor in considering a new job is whether their prospective new company is perceived as a great place to work.

We’ve long known that reliance on compensation and benefits alone in recruiting and retaining talent is an outdated and ineffective strategy. With approximately 25% of professionals actively seeking a new role and another 45% stating they are open to talking to a recruiter (and even more networking amongst their own contacts), organizations need to be highly cognizant of the role their employer brand plays in their ability to hire, engage and keep top talent.

We know all this, yet very few organizations have a well-defined employer brand strategy in place.

It’s not surprising that so many organizations have yet to tackle the employer branding challenge head on in spite of the evidence. It’s a long term commitment that demands significant time and resources, and executives are already facing too many demands with too few resources. However, there is another factor contributing to the wide-ranging hesitation – fear.

Employer branding is unfamiliar territory that requires a very direct and honest look in the mirror, a step not all organizations are in a state of readiness to take. An internal inventory can reveal issues we may not want to confront. It can be scary.

The foundational work that goes into developing an authentic employer brand can lead to both unanticipated findings and clear evidence of overlooked or disregarded organizational issues. This can be emotional work for leaders and the organization as a whole, but don’t lose sight of your objectives in the midst of the preliminary research. The height of this emotional process is where you’ll uncover your true and authentic employee value proposition.

The power of your employer brand is ignited when the shared passion and common value system within your organization is revealed and articulated. Trust emerges. Trust fosters an emotional connection to your organization and its goals which translates to improved performance, productivity and results.

Don’t let your fear decide your fate. Employer branding will positively impact your organization in so many ways. Find the courage to overcome your fears.