How to Attract Top Talent with a Strong Employer Brand

A strong employer brand is no longer optional, it’s essential. Your employer brand defines how candidates perceive your organization as a workplace. It has a direct impact on whether or not they submit an application, how engaged they are in the hiring process, and, in the end, whether or not they join your team. Employer branding is not just about aesthetics or a catchy tagline. It’s a strategic tool that influences recruitment outcomes, from attracting candidates to reducing hiring costs and streamlining the hiring process.

What is employer branding?

Employer branding means proactively taking steps to build a strong reputation as an employer, to attract the best candidates. You can do this by showcasing what makes your company unique, what you stand for, and why your employees enjoy working for you. If done well, you’ll create a positive buzz around your organization: satisfied employees share their pleasant experiences—online or during conversations within their network—attracting new candidates. With the right employer branding, you’ll build a team of ambassadors who make your employer brand even more attractive. But be careful: a strong employer brand is about so much more than some positive reviews and inspiring slogans on your website. It’s about consistently delivering what you promise and creating an organizational culture that genuinely resonates with the values of your employees and the talent you want to attract. This way, you’ll be able to build an employer brand that not only sounds good but also feels genuine and is embraced by everyone within the organization.

Why is a strong employer brand important?

Numerous advantages that directly contribute to your success are provided by a strong employer brand for your business. It reduces staff turnover, halves the cost per hire, and saves on recruitment costs as top candidates naturally come to you. But not only will it create a stronger pull-effect, it will also set a solid foundation for your organization when reaching out to candidates. Having a strong value proposition will give you an advantage when opening dialogues, as you provide the candidates with valuable information, making it easier for them to assess if you’re the perfect match for them. This way you are managing expectations early in the process.

Research from Glassdoor, the online platform where current and former employees review companies and share information about salaries, benefits, and culture, shows the following figures:

86% of job seekers look at company reviews and ratings to decide where to apply

75% of active job seekers are more likely to apply to companies that actively work on their reputation

In order to get a sense of the employer brand, 68% of Millennials, 54% of Gen-Xers, and 48% of Baby Boomers visit companies’ social media channels. These figures clearly demonstrate that with a positive image and a strong online presence, you can attract talent faster and better. Moreover, it’s important to realize that people prefer to work for a company with a culture they identify with. They want to be proud of their employer’s values and goals. In a nutshell, employees who are engaged, work harder, are satisfied, and stay with a company longer are those who take their employer brand seriously. And others are drawn to that. Why wouldn’t you invest in something that strengthens both your reputation and your work culture?

How to Build a Strong Employer Brand in Recruitment

Define Your Employer Value Proposition (EVP)

Your company’s unique value to employees is known as your EVP (Employer Value Proposition). It answers the critical question: Why should someone work here instead of somewhere else?

A strong EVP should balance organizational goals with employee aspirations, reflecting the “give and get” philosophy. It’s not only about offering competitive pay or benefits but also demonstrating how your company fosters professional growth, inclusivity, and meaningful work.

What Makes a Compelling EVP?

Diversity in Leadership: Candidates increasingly value representation and inclusivity at all levels. Showcase your efforts to build diverse leadership teams and provide pathways for underrepresented groups.

Ongoing Development: Highlight opportunities for employees to advance their careers through professional training, mentorship, or certifications. For instance, antiracism training or leadership programs can strengthen both employee skills and organizational values.

Strategic Objectives and Top Performance: Align your EVP with your company’s goals, such as innovation or sustainability, while rewarding employees who contribute to achieving these objectives.

Build a Positive Workplace Culture

A strong company culture is essential for fostering a sense of belonging and team cohesion among candidates and employees. Employees naturally become brand ambassadors when they feel supported and connected to the mission of their workplace.

Methods for Improving Culture:

Foster inclusivity by prioritizing diversity of background and thought in hiring and leadership roles.

Share authentic employee stories on your website and social media.

Offer professional development opportunities to show a commitment to growth.

Optimize the Candidate Experience

Every interaction a candidate has with your company shapes their perception of your brand. A positive experience helps candidates associate your company with professionalism and care, which increases their likelihood of accepting an offer.

Tips to Improve Candidate Experience:

Use a career page with clear job descriptions that is mobile-friendly.

Provide timely updates to candidates at every stage of the process.

Give all candidates, even those who aren’t chosen, helpful advice.

The importance of technology and data in employer branding

In the modern world of recruitment and employer branding, technology has become indispensable. Jasmina explains: “Technology can help you enormously in monitoring and improving your employer brand. Your best friend is data. For example, you can use technology to collect employee feedback, measure engagement, and monitor branding efforts. This gives you insight into how your brand is perceived, both internally and externally. You can then adjust your strategy accordingly.” Technology also helps finding the right talent by collecting and analyzing candidate data, allowing you to better respond to their needs and desires. This enables you to create a more customized experience for both current and potential employees.