How To Build A Strong Employer Brand To Attract Top Talents

Mary Joseph
Mary Joseph May 26, 2023
Updated 2023/05/26 at 9:35 AM
Strong employer brand

An effective employer brand has the potential to attract more job seekers and improve the calibre of candidates and new hires from job websites.

It can also positively impact financial performance by reducing hiring expenses, turnover rates, and training costs. Additionally, it has the power to enhance productivity.

However, it’s essential to understand what an employer brand is and how to establish a strong one. Presented below are ten guidelines to assist you in building your employer brand.

What Exactly Is Employer Branding?

Your employer brand comprises two elements: its identity and reputation.

The identity of your brand refers to your company’s mission, values, and culture. On the other hand, your brand’s reputation relates to how others perceive it.

This perception encompasses factors such as your company’s history, leaders, products, and notably, the treatment and value placed on employees.

An employer brand represents a company’s image and standing as an employer. It is not solely based on factual information about the company but also on the overall perception of the company as a desirable place to work. In essence, your employer brand reflects how potential employees perceive your company.

The main objective of improving your brand is to attract and retain talented individuals who will contribute to the growth of your organization.

The Importance Of Employer Branding:

Your brand and reputation are important to customers, but they also matter to job seekers. Employer branding can significantly affect your ability to attract and retain talent. With the prevalence of online review sites, employers are now subject to reviews just like products on Amazon.

These reviews, often anonymous, allow current and former employees to share their honest opinions. While not all reviews are negative, any negative feedback can have a detrimental impact on your recruitment and retention efforts.

Your employer branding strategy shapes how job seekers perceive your company, their hiring experience, and their retention once they are hired.

The main objective is to ensure that candidates grasp the value your company offers as an employer, meaning they clearly comprehend what your company can provide them in exchange for their dedication.

How To Build A Strong Employer Brand To Attract Top Talents

Evaluate Your Organization’s Culture:

To make your company attractive to job seekers, it is essential to deliver on your promises. A strong employer brand starts internally, with the company culture playing a significant role in shaping perceptions.

In the past, a visually appealing career page and carefully selected testimonials could create the illusion of an ideal workplace.

However, in today’s interconnected world, with platforms like LinkedIn and employer review sites, information about your company culture spreads rapidly.

If your branding misrepresents the actual experience you provide, candidates will discover the truth swiftly and share their negative experiences with others as a warning.

To assess the strength of your company culture, it’s essential to communicate directly with your employees. Understand their sentiments by utilizing methods like anonymous surveys or in-person meetings.

Determine what aspects they appreciate the most about working in your company and identify areas they would like to see improvements.

Lead By Your Values:

To impress job seekers, start by openly showcasing your values and company culture. This can be done by prominently featuring a webpage on your website that outlines your corporate culture and structure, or by providing a downloadable brochure about your business.

Being transparent from the beginning is crucial for creating a strong employer brand.

Examine Your Brand:

If you haven’t considered your employer brand or haven’t actively managed it, you may be unaware of how it is perceived by outsiders.

To gain a clearer understanding, conduct a brand audit. For instance, examine reviews on Glassdoor to see what employees are saying about your brand.

Additionally, customer review sites such as SiteJabber or Trustpilot can provide insights into how people view your company. Once you have this information, you can develop a plan to actively manage and enhance your employer brand.

Utilize The Current Workforce:

Job seekers who are interested in knowing more about your company’s reputation would prefer to hear from and see actual employees of your organization.

In fact, when it comes to discussing working conditions within your company, employees are considered three times more trustworthy than CEOs. Therefore, your employees serve as valuable advocates for establishing your employer brand.

Make the most of their positive views towards your business by utilizing methods such as featuring reviews and testimonials on your hiring pages or creating brief interview videos for your social media platforms.

It’s important to note that 90% of companies with successful employer brands acknowledge that the employee experience plays a crucial role in shaping their brand.

This implies that what your employees say can significantly influence how your company is perceived.

Have Values-Based Policies:

When you start developing your employer brand, consider your fundamental corporate values and create work policies that match those principles.

If your company is family-owned and emphasizes a family-oriented product, it’s important to have family-friendly workplace policies.

It’s crucial to convey a consistent message about your work to potential job candidates, new employees, and existing staff members that align with your company’s mission and brand strategy.

Create An Employee Advocacy Program:

While not all employees are recruiters, they play a crucial role in building the employer’s brand. It is beneficial to provide incentives to employees who refer potential hires, share content, and promote branded information.

It’s important to acknowledge and reward their contributions, as employees who feel valued and appreciated are more likely to support and promote the company. By doing so, they can become valuable brand ambassadors.

Encourage And Request Employee Feedback:

Your workforce has the potential to be strong supporters of your brand, but they can also harm your brand if they feel disempowered or disrespected.

Unhappy employees may negatively impact your brand through platforms like anonymous job boards and social media, which could result in the loss of potential future employees.

Create easily accessible feedback channels for all staff members and encourage them to provide feedback publicly or anonymously.

By ensuring that employees feel heard within the organization, you can reduce their frustration and discourage them from seeking other means to express their dissatisfaction.

Follow Up On Employee Feedback:

Requesting employee feedback is valuable, but it is vital to not just hear the feedback, but also take action based on it.

While collecting feedback, you may observe a consistent pattern that highlights an issue with your company’s culture or communication.

Once you identify these recurring themes, investigate further and take steps to resolve the problem.

Inform employees that their concerns have been acknowledged and explain the company’s plan for addressing them. Implement the proposed plan and keep gathering feedback to assess progress and make any necessary adjustments.

Utilize Social Media To Promote Your Brand:

It’s important for your company to be active on social media. Utilize these platforms to promote your brand by showcasing your achievements in your industry and community, along with stories about your customers.

Highlighting employee achievements is a great way to demonstrate that your company values initiative and recognition.

Additionally, sharing information about any nonprofit or community initiatives involving your company or employees can further promote your brand and empower your staff.

To encourage and keep motivated employees, demonstrate your appreciation for their involvement in charitable organizations or professional associations, even if it’s not directly affiliated with your company.

Share their achievements on your social media platforms to highlight the importance of community and professional engagement.

Provide Opportunities For Education And Growth:

One major factor leading to job dissatisfaction and employee turnover is boredom and the desire for new challenges. Fortunately, this can be easily addressed.

Demonstrating your dedication to on-the-job learning and professional growth by offering employees the chance to pursue learning opportunities and acquire new skills shows that you value their development.

Moreover, providing challenging tasks can prevent boredom in their roles, leading to improved employee retention.

Additionally, as employees gain new skills, they become more valuable assets to your company, resulting in mutual benefits.

Develop A Good Onboarding Procedure:

The initial experience of onboarding new hires is crucial, as a negative impression can lead them to seek other opportunities twice as often.

Therefore, establishing a positive company brand image begins with a well-executed onboarding process. By actively involving and energizing employees in their roles and teams right from the beginning, you are not only ensuring a seamless transition but also reducing turnover rates and promoting higher productivity among teams.

Equipping new employees with proper guidance and resources is essential for their success.


Companies can no longer rely on posting jobs and waiting for suitable candidates to approach them. They need to actively demonstrate that they are desirable employers by prioritizing their employer brand consistently.

Keep in mind that honesty is crucial for your employer’ brand. No matter how strong your branding efforts are, they cannot compensate for a mediocre work culture or dissatisfied employees. Instead of trying to portray your company as an exceptional workplace, focus on genuinely making it outstanding for your current employees. By accomplishing that, a significant portion of your branding will naturally fall into place.

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