Building a strong employer brand isn’t just about crafting catchy slogans or creating glossy videos. It’s about authentically connecting with employees and candidates, showcasing your company’s values, and proving why your organization is the right place to work.
But here’s the thing—employer branding can feel overwhelming. From defining your Employer Value Proposition (EVP) to promoting it effectively, the journey is packed with decisions. Don’t worry; we’ve got your back. In this blog, we’ll walk you through the essentials of employer branding strategies, explore the challenges, and share practical solutions that work.
So, What Is Employer Branding?
Imagine this: You’re a job seeker, scrolling through job ads. Some companies catch your eye, not because of the salary or perks, but because they stand for something meaningful. That’s the power of employer branding.
Employer branding is how you position your company as a great place to work. It’s the perception candidates and employees have about your organization. When done right, it becomes a magnet for top talent and builds lasting loyalty among your workforce.
Key Goals of Employer Branding
- Attract Top Talent: Highlight what makes your company unique and exciting.
- Boost Retention: Engage employees with a strong sense of belonging and purpose.
- Enhance Recruitment Efficiency: A compelling brand reduces time-to-hire and cost-per-hire.
- Foster Employee Engagement: Employees connected to your mission perform better and stay longer.
Companies with strong employer brands see 50% more qualified applicants and reduce turnover by 28%. (Source: Glassdoor)
Why Is Employer Branding Important?
today’s candidates aren’t just looking for a paycheck. They’re looking for purpose, growth, and a place where they belong. If your employer brand doesn’t resonate with those expectations, you could miss out on amazing talent.
Here’s why employer branding strategies are non-negotiable:
It Helps You Attract Talent
Your brand isn’t just what you say—it’s what candidates feel. Are you showing them why you’re unique? Whether it’s your commitment to innovation, growth opportunities, or employee well-being, your employer brand is your chance to make a lasting impression.
It Keeps Employees Engaged and Retained
Let’s face it: Employees stick around when they feel connected to the company’s mission and values. A strong employer brand creates that connection, making them proud to be part of the team.
It Enhances Your Reputation
How you treat your employees speaks volumes about your brand as a whole. Happy employees often become your biggest advocates, spreading the word to customers, clients, and future hires.
It Drives Diversity, Equity, and Inclusion (DEI)
A strong employer brand showcases your commitment to DEI, attracting talent from diverse backgrounds. It helps create a culture where everyone feels valued and empowered to contribute.
How to Build a Strong Employer Brand: 5 Simple Steps
1. Define Your Employer Value Proposition (EVP):
Start by identifying what makes your company unique. What can employees expect from working with you? Talk to your team, gather insights, and focus on the aspects that make your workplace stand out.
2. Showcase Your Culture Authentically:
Your employer brand should reflect your real work environment. Use employee stories, videos, and testimonials to give candidates a genuine glimpse of life at your company.
3. Leverage Social Media:
Social platforms like LinkedIn, Instagram, and TikTok are perfect for sharing your brand story. Post behind-the-scenes content, team celebrations, and even day-in-the-life features to humanize your company.
4. Engage Your Employees as Advocates:
Empower your team to share their experiences on social media and beyond. Their authentic voices are your most credible marketing tool.
5. Continuously Measure and Refine:
Track metrics like employee retention, social media engagement, and candidate feedback. Use the data to refine your strategies and ensure your employer brand remains strong and relevant.
How to Measure the Success of Your Employer Branding Effort
So, you’ve put time and effort into building your employer brand—but how do you know if it’s actually working? Measuring the success of your initiatives is crucial to understanding what’s resonating and where there’s room to improve. Let’s walk through a few simple but effective ways to track your progress.
1. Employee Surveys: Hearing It Straight from Your Team
Your employees are at the heart of your employer brand, so their feedback is invaluable. Conduct regular surveys to gauge how they feel about your workplace culture and brand. Ask questions like:
- How likely are you to recommend our company as a great place to work?
- How well does our company live up to its brand promise?
- Do you feel aligned with our mission and values?
If your scores improve over time, it’s a clear sign that your branding efforts are making an impact internally.
2. Candidate Experience: First Impressions Matter
The way candidates experience your hiring process speaks volumes about your brand. Survey candidates at different stages of the process to understand:
- How interested are you in the role and our company?
- Did you feel respected and valued during the interview process?
- Did our brand meet your expectations?
If candidates have a positive experience, they’re more likely to recommend your company—even if they don’t get the job.
3. Social Media Engagement: The Buzz About Your Brand
Your social media platforms are a window into your brand for the world. Keep an eye on how people are engaging with your content:
- Are you gaining followers on LinkedIn, Instagram, or Glassdoor?
- How often is your company mentioned or tagged in posts?
- Are your posts receiving likes, comments, and shares?
Growing engagement is a strong indicator that your employer brand is resonating with your audience and generating positive attention.
4. Industry Rankings: Where Do You Stand?
Awards and rankings matter—both to candidates and to your company’s reputation. Check if you’ve made it to lists like LinkedIn’s Top Companies or Glassdoor’s Best Places to Work.
- If you’re climbing the ranks, it’s proof that your employer branding strategies are working.
- If you’re not on the list yet, analyze what top-ranked companies are doing and adapt accordingly.
5. Data-Driven Refinements: Continuous Improvement
Employer branding isn’t a one-and-done effort. Continuously track your progress and refine your strategies using the data you collect. Look for trends, analyze what’s working, and tweak your approach to strengthen your brand over time.
Common Employer Branding Challenges and How to Overcome Them
Even the best employer branding strategies hit roadblocks. But here’s the thing—every challenge is an opportunity to refine and strengthen your approach. Let’s break down some common hurdles and how you can overcome them:
1. Lack of Executive Buy-In
Getting leadership support can be tough if they don’t see the value of employer branding.
Fix: Build a business case highlighting how it impacts metrics like cost-per-hire and retention. Start with a small pilot program to show results and involve executives in focus groups or workshops to gain their buy-in.
2. Inconsistent or Outdated Messaging
If your messaging isn’t aligned across platforms, your brand can feel disjointed.
Fix: Audit your materials regularly to ensure consistency. Align your mission, vision, and culture across your career site, social media, and job ads. Survey employees to ensure your messaging reflects their real experiences.
3. Lack of Differentiation
If your brand blends in with the competition, why would candidates choose you?
Fix: Identify what sets you apart—perks, career growth, or culture—and make it the focus of your branding efforts. Authenticity and uniqueness are key to standing out.
4. Difficulty Measuring Success
Without clear metrics, it’s hard to know what’s working.
Fix: Set KPIs like cost-per-hire, retention rates, and social media engagement. Use tools like surveys and analytics to track progress and make data-driven improvements.
How Brandemix Adds Magic to Your Employer Brand
Building a strong employer brand is easier with Brandemix by your side. We help uncover what makes your organization unique and craft an Employer Value Proposition (EVP) that resonates.
Brandemix is your go-to partner for building a compelling employer brand. We specialize in creating authentic strategies, crafting Employer Value Propositions (EVPs) that genuinely reflect your culture and values. Our team delivers engaging content across various platforms, from videos to social media campaigns, ensuring your message connects with the right audience.
We don’t stop at strategy; we offer long-term support to keep your brand fresh and relevant, adapting to trends and evolving needs. With a proven track record of helping organizations attract top talent and boost engagement, Brandemix ensures your employer brand stands out and delivers real results.
ABOUT THE AUTHOR
Jody Ordioni is the author of “The Talent Brand.” In her role as Founder and Chief Brand Officer of Brandemix, she leads the firm in creating brand-aligned talent communications that connect employees to cultures, companies, and business goals. She engages with HR professionals and corporate teams on how to build and promote talent brands, and implement best-practice talent acquisition and engagement strategies across all media and platforms. She has been named a "recruitment thought leader to follow" and her mission is to integrate marketing, human resources, internal communications, and social media to foster a seamless brand experience through the employee lifecycle.
