Recruitment is marketing—and marketing is nothing without a brand. Whether you realise it or not, every company has an employer brand. Every interaction, every social post, every coffee break chat contributes to the external perception of your business.
Your employees? They’re your walking billboards, every action they take builds—or breaks—your company’s image.
Think of recruitment as a marketing funnel: candidates are your potential customers, and your employer brand is the product. From the moment they see your job posting, they start forming opinions. And just like with marketing, the way you nurture those candidates—through interviews, company culture, and even rejection letters—determines whether they’ll ‘convert’ by joining your team or walk away unimpressed.
It’s crucial to actively manage this. If you’re not shaping your employer brand, it’s shaping itself. The good news? With the right strategy, you can become the company that top talent is not only attracted to but eager to join.
What is employer branding? (and why should you care?)
Employer branding is essentially how your company is perceived as a workplace. We define employer branding as “the package of functional, economic, and psychological benefits provided by employment and identified with the employing company” (Ambler & Barrow, 1996).
While this definition of employer branding may be a bit dated, it remains one of the simplest and most fitting.
Think of it this way: just like you market your products to win customers, you’re showcasing your company to attract the best talent. It’s not about selling—it’s about making your company irresistible!
A strong employer brand can be the difference between attracting top-tier talent or spending months desperately trying to fill positions. In today’s competitive market, the battle for competent employees is fiercer than ever.
Want to dive deeper into how to manage talent effectively? Maybe you should read more on our blog about best practices for talent management strategies.
Employer branding importance - and benefit
Building a strong employer brand isn’t just about looking good—it’s about being irresistible. Why is employer branding soooo important? The numbers don’t lie:
- Candidates? 50% more qualified applicants flock to companies with strong employer brand.
- Turnover rates? Slashed by 28% when your brand is on point .
- Recruitment costs? Dropped by 43%—because when you’ve got a great reputation, talent comes to you
But the benefits of a strong employer brand are not limited to ‘making recruitment easier’—it transforms how your entire company is perceived. According to LinkedIn’s data, 75% of job seekers research a company’s reputation before even considering an application. This means that your brand is working long before you even meet a candidate, shaping their perception and decisions.
And it gets better: 82% of employees believe that working for a reputable company boosts their own credibility. This turns your employees into natural ambassadors—whether they’re talking to friends, clients, or future recruits, they’re projecting your brand’s strengths out into the world.
Recruitment and talent acquisition - happy employees attract good employees
Now, let’s talk about the real magic. A well-executed employer branding strategy doesn’t just attract more candidates; it attracts the right ones. Talent that aligns with your company’s values and vision is the gold standard. It’s like having a magnet that attracts the perfect fit, without the need for endless interviews or sifting through unsuitable candidates.
According to LinkedIn, 69% of candidates would reject an offer from a company with a bad reputation, even if they were unemployed. This is where your employer brand becomes invaluable. It ensures that candidates are not just applying to fill a role—they’re actively seeking to join your culture.
And the ripple effect doesn’t stop at recruitment.
A happy employee is an engaged employee, and engaged employees stay longer and work harder.
This impacts your retention rates—not to mention the company culture. A strong employer brand fosters an environment where people want to stay, and that positive energy radiates outwards, attracting like-minded talent and reinforcing your brand’s values.
Building an employer branding strategy: best practices
Crafting a stellar employer brand requires strategy, not guesswork. Here are a few best practices to build a strong employer branding:
1. Consistency is key
Align your messaging across all platforms—job ads, social media, and your website. Candidates expect a cohesive experience.
2. Employee advocacy
Empower your team to be your strongest ambassadors. According to LinkedIn, candidates trust employee voices three times more than the company’s.
3. Candidate experience
A great employer brand starts with a seamless application process. Direct sourcing strategies, where you engage candidates directly, can significantly improve the experience from the first touchpoint. That’s why you should work on an effective hiring process, avoiding the most common issues.
Building trust, authenticity, and providing a transparent work environment will attract top talent. After all, today’s candidates scrutinise every aspect of your company before hitting “apply.”
When employees feel valued, supported, and proud of their company, they naturally share their positive experiences with others and attract like-minded people to join the team.
The cost of employer branding: is it worth the investment?
If you’re wondering, “How much is this going to cost us?” here’s the answer: it depends, but the returns are huge. Sure, it takes time and resources to build a reputation, but when done right, it’s more of an investment than an expense. Companies with strong employer brands can lower their cost-per-hire by up to 43%.1
Employer branding is a marathon, not a sprint. It takes time to cultivate a solid image, but once you do, the dividends—stronger talent pools, lower recruitment costs, and better retention—are undeniable.
Employer Branding vs. Employee Value Proposition: the dynamic duo
While employer branding and employee value proposition (EVP) are often used interchangeably, they play distinct yet complementary roles. Employer branding is the big picture: how your company is perceived as a workplace, both internally and externally.
It’s about showcasing your values, culture, and benefits in a way that attracts and retains talent. On the other hand, EVP is the tangible offering—what employees get in return for their work, such as rewards, benefits, development opportunities, and the work environment. A well-defined EVP forms the core of your employer brand.
Research confirms that developing an effective EVP increases employee loyalty and engagement, leading to improved retention and productivity.
When employees feel that the EVP aligns with their personal values, they become more committed to the company’s success.
Together, a strong employer brand and a compelling EVP form a virtuous cycle: your brand attracts top talent, and your EVP keeps them motivated and engaged. The more engaged they are, the more they contribute to your brand’s strength, creating a loop of loyalty and advocacy.
Let’s brand your future
Employer branding isn’t just about ticking boxes to fill vacancies—it’s about creating a company where people genuinely want to work, grow, and succeed. When you have a strong employer brand backed by a clear EVP, you’re not just attracting talent—you’re building loyalty, driving innovation, and setting your company up for long-term success.
As the marketing manager here, I work closely with our recruitment consultants who talk to candidates every single day. Trust me, they hear it all—what excites people about your brand, and what’s missing. We understand how your company is perceived out there in the real world. That gives us a unique edge in helping you refine and boost your employer brand where it matters most.
So, let’s do this together. Partner with us, and let’s build the future of your workforce.
Reach out today and start attracting the talent your brand truly deserves.
