Why Employer Branding is Critical for Attracting and Retaining…

To stand out in today’s fiercely competitive talent market, your employer brand is more than just a nice-to-have—it’s a game-changer. In fact, 92% of HR managers agree that a positive employer brand is key to attracting the right talent (CareerArc).

The best companies know that a well-crafted employer brand isn’t just about flashy job postings; it’s about showcasing your company’s unique culture, values, and mission, allowing candidates to truly see if they align with what you stand for. This not only helps you attract top talent but also empowers candidates to self-assess their fit, which leads to higher retention and engagement.

For HR leaders and recruiters, investing in employer branding pays off in the long run. It brings in higher-caliber candidates, fosters a loyal talent community, and turns your employees into passionate advocates for your company. When done right, employer branding isn’t just about filling positions—it’s about building a thriving, committed team that will elevate your company for years to come.

Here are a few specific questions you should be able to answer about your brand:

What are three words that best describe your employer brand?
What makes your employer brand unique to your business?
Can your employees define your employer brand?

If you cannot easily answer these questions, it may be time to strategize more about what your organization believes, and strategically communicate that through branding. It’s important that your employer brand be well thought out, easily definable and communicated often to employees throughout the company who will consequently share your brand with co-workers, clients, business partners, community members, etc.

Here are the other key elements to employer branding that we’ll discuss next:

What makes up a strong employer brand
Why employer branding is important to attracting talent
Components of a successful employer brand
How to communicate your employer brand
Ways to reinforce your employer brand

What is an employer brand?

An employer brand is an important part of the employee value proposition (EVP) and is essentially what the organization communicates as its identity to both potential and current employees. Equally, if not more importantly, employer brand is also what employees communicate about their experience working for your organization. A positive employer brand communicates that the organization is a good employer and a great place to work. Wait, what’s an employee value proposition, you ask? EVP is a set of offerings that you, as an employer, provide to your employees, and use as a magnet for attracting new hires. Besides attracting candidates, your EVP can help you engage and retain employees.

TIP: Ask your employees what it’s like to work for your company.

Take note of the answers, especially the recurring themes. Do employees think it’s good, bad, inspiring, unfulfilling? If they don’t have only great things to say, you need a better employer brand! Keep reading and we will share our knowledge and best practices on how to create your aspirational employer brand.

Why is employer branding important in talent attraction?

A July 2022 report by the SHRM Executive Network found that while 73% of HR professionals believed their organization was an employer of choice, only 33% felt their company's ratings on employer review sites like Glassdoor were superior to competitors. This indicates a recognition of the need to enhance employer branding efforts. So, as you can see, having a strong employer brand that potential candidates can access at any time, especially online, allows them to see their potential fit within your company.

TIP: Make sure to showcase your employer brand on social media platforms like LinkedIn, Twitter, Instagram and Facebook as an access point for candidates to get a glimpse into your company.

According to the Society for Human Resource Management Survey "Using Social Media for Talent Acquisition- Recruitment and Screening", 84% of organizations are actively using social media channels to attract new talent and engage passive candidates. Forbes also underscores the growing importance of social media in the recruitment process, noting that it is a critical tool for both employers and job seekers. For best practices on incorporating social media into your recruitment strategy, refer to the resources section at the end of this blog.

What makes up a successful employer brand?

A successful employer brand starts with a strong mission, vision and core values, and is solidified by each employee’s voice, regardless of rank or role in the company. The accuracy with which the employer brand is portrayed is critical to success. There must be consistency between the employer brand and employment experience, company culture and values. Successful employer brands aren’t so much about companies, but about the people inside those companies, including leaders who make it their mission to find great people, develop them, engage them and provide them with enrichment opportunities.

TIP: When defining your corporate core values, spend extra time gathering feedback from not only top-tier executives, HR reps and marketing team members, but from staffers company-wide.

This well-rounded approach helps to form a mission and values consistent with who the company is and where it wants to go. This is the No. 1 way to unite employees and create a sense of shared purpose.

How should you communicate your employer brand?

Communicating your brand starts from the inside. With a strategic and solid partnership between HR and Marketing, your employer brand will have the power to positively influence your entire team at every level. Whether it means a visual display of words adorning a wall, or weekly social media posts where charity and award announcements are made, your employer brand must be portrayed accurately and often to both internal representatives and potential external employees. Additionally, all managers and supervisors should be trained to understand the employer brand, as well as reinforce it on a continual basis.

TIP: See the chart below for ideas on how to share your employer brand.

But remember, most important, beyond words on a page, are actions. Encouraging team members to participate in making your employer brand visible and well-known will make the biggest impact.

How can companies enhance their employer brand?

Remember, an employer brand is a coordinated set of messages that deliver the sense of what it’s like to work at the organization. You want your brand to be memorable and distinguishable, so focus on the stories surrounding what your company stands for and be sure to make it a consistent part of the employee experience.

“It’s really about humanizing your brand, versus just defining your products and/or services. What’s worked for us is telling personal stories showcasing our team and the important work that’s happening,” explained Arlene Jones, VP of Talent at EDSI. “I’m so proud when I see our representatives bringing our brand to life by sharing the love they have for the work they do … it makes such a positive impact on our customers, our industry, and the community.”

TIP: Designate brand ambassadors who will be champions of the brand, reiterating core values and sharing what’s great and unique about the company through storytelling and personal experience.

Employees are essential advocates who should be encouraged to communicate on their personal networks and relay the positive happenings in the company and the spirit of the brand. An incentive could even be offered to encourage participation.

Why does employer branding matter when it comes to talent retention?

Engaged and passionate employees are essential to the growth of any company. Employees who communicate satisfaction and excitement surrounding their employer and their work helps boost an employer’s image and causes interest on the part of potential candidates. Companies with strong employer brands tend to have more engaged team members who demonstrate a higher level of motivation because they are proud to work for the company.

TIP: Implement a referral program.

Employee referrals are becoming more and more common in the recruiting world. When a referral is given by a team member, it’s a good sign that the candidate is a good culture fit and will stay with the company longer, which has a positive impact on your company’s turnover rate. Using the referral method helps in saving costs and is usually a quicker process too.

Social Media and Recruitment Best Practices Resource List

25 Inspirational Recruitment Marketing Examples - By SHRM

Exploring Post-COVID Recruitment and Retention Strategies - BY SHRM

Social Media Recruiting Strategies eBook - By GaggleAMP

Social Media Marketing Strategy Guide - By Hootsuite

10 Social Media Templates- By Neil Patel, Marketing Guru

Social Media Recruiting Strategies - By Pocket HRMS

A strong employer brand is a game-changer for attracting and retaining top talent — and it directly impacts your bottom line. According to Forbes, 75% of job seekers research a company's reputation before applying, and half would decline a job offer from a company with a bad reputation, even if it included a pay increase. The message is clear: your brand matters. By following the tips in this blog, you can craft a brand that authentically reflects your company's values and mission, stands out in the market, and positions you as a top employer of choice.

Sources: Glassdoor, Jobvite, LinkedIn, Hubspot, SHRM, Forbes

Why Employer Branding is Critical for Attracting and Retaining Talent