How Important is Employer Branding for Your Organisation?

The secret often lies in employer branding. A compelling employer brand can position your company as a sought-after workplace, make recruitment more efficient, and even boost employee retention.

This blog breaks down what employer branding is, its benefits, how it helps attract top talent, and actionable steps for building your brand.

What is Employer Branding?

At its core, employer branding is how your company is perceived as a place to work. It encompasses the messaging, reputation, and culture you project to current and potential employees.

Key Elements of Employer Branding

• Corporate Mission and Values: Your purpose and what you stand for as a business.
• Workplace Culture: The way employees interact, work together, and experience the workplace.
• Employee Value Proposition (EVP): The benefits, opportunities, and culture your company provides in exchange for employees' time and commitment.

Studies show that fifty percent of candidates wouldn’t work for a company with a bad reputation, even with a pay increase (LinkedIn). By building a positive employer reputation, you send the message that your company is a great place to work, making it easier to draw top candidates over your competitors.

Recruiting new employees is expensive, but with a positive reputation, candidates are more likely to seek you out instead of the other way around. According to Harvard Business Review, companies with poor employer branding can spend nearly 10% more per hire in recruitment expenses.

How to Develop Your Employer Brand

Building a strong employer brand doesn’t happen overnight, but with a strategic approach, you can create one that resonates with your target audience.

Step 1: Define Your Employee Value Proposition (EVP)

An effective employer brand starts with a clear EVP. This is the promise you’re making to employees—your benefits, growth opportunities, and workplace culture. Collaborate with leadership and your employees to identify what sets your company apart.

Step 2: Audit Your Current Reputation

Understand where your employer brand stands today.

• Review online platforms like Glassdoor and Indeed for existing feedback.
• Survey current employees to gather honest opinions about why they enjoy working for your company (and what could improve).

Figure out the gaps and areas of improvement from this feedback.

Step 3: Strengthen Your Online Presence

Make sure potential candidates find your best side online.

• Optimise your Careers Page to showcase employee perks, team culture, and any job openings.
• Engage on LinkedIn, both through posts and interacting with your network.

Step 5: Invest in Employer Branding Campaigns

Launch targeted campaigns to amplify your brand. For instance, run ads showcasing employee benefits or testimonials. Partnering with employee advocacy programs can also spread the word organically through your team’s social accounts.

Step 6: Consistently Gather Feedback

Employer branding is a continuous process. Use employee surveys and exit interviews to refine your EVP and overall brand image regularly.

Transform Your Hiring Process with Employer Branding

Employer branding can be the foundation of a successful hiring and retention strategy, helping you stand out in a competitive talent market. Done right, it turns your company into more than just a workplace—it can become a destination.

If you’re looking for a recruitment partner who understands the importance of Employer Branding and can help communicate this through the recruitment process, look no further. For more information visit our Client Services page.