When we think about branding, we often frame it in the context of the service we offer prospective customers. But what about prospective employees?

Why you should never overlook your employer brand

03/03/2025 16:49:39
Share
Employer brandWhen we think about company brand, we often picture the public image – colours, logos, tone of voice and house style. We frame it in the context of the service we offer our prospective customers. But what about prospective employees?
 
A company is, after all, only as strong as its people – a happy workforce pushes up profits by more than 20%. So, how can we make sure we’re attracting the right talent?
 
It’s not all about the money

Contrary to popular belief, salary is not the biggest motivator. A global survey earlier this year by Randstad showed that work life balance has overtaken pay as the top motivator at work.

Other sources show that employees are looking for:
  • Shared values
  • Work/life balance
  • Respect and fairness
  • Constructive feedback 
  • Career progression and personal development opportunities.
As employers, we all need to make sure we can communicate these benefits as part of job descriptions and in our wider communications. But how much do you really know about the perceptions of your business and your ‘employer brand’? And how much time to you spend proactively nurturing it?
 

Look at your digital footprint


Feedback from others is a great way to see your company reputation in action. With more and more digital channels cropping up every day, there’s no better way to see how your brand is perceived. 

Look your company up on sites such as:
 
Glassdoor - Glassdoor gives prospective employees the chance to look up companies based on current or former employees’ reviews. The reviews can be for the company as a whole, or top-level managers who are in the public domain – not private individuals.

All reviews are verified to make sure the person did indeed work there, so it’s a great insight into working practices and salary expectations.
 
TheJobCrowd - TheJobCrowd is similar to Glassdoor, but it focuses specifically on graduate roles or those in the early stages of their career. It also has an employer area that helps companies promote themselves as a great place to work. 
 
Google - While Google reviews, or indeed other third-party review sites such as TrustPilot, are designed for customer experience, they can impact employer brand. Some ex-employees may choose to write reviews on Google (for better or for worse!). 
 
Don’t ignore this feedback – good or bad. It’s your opportunity to respond and show the world how you’ve taken comments on board. For example, if people were disheartened by inflexible work policies, you could alert them to your new remote working scheme.
 

Shout about career development


As proponents of PR, we believe in shouting about your successes – including career progression. With professional development cited as one of the biggest recruitment incentives, it’s a great chance to show employees what you can do. Use your social networks to shine a light on the rising stars in your business, whether they’ve won an award or achieved a qualification. 

You can even cross this over with general brand PR. For example, if your whole team has achieved an industry qualification, shout about it and what it means for your customers. Many local and trade publications love a good personal development story.
 

Show and tell


If you want to foster genuine trust, you need to be able to demonstrate that you’re practicing what you preach. Perhaps you’ve made a commitment to sustainability, for example. You could publish quarterly reports on the changes you’re making. From understanding your carbon impact in the first instance, to the actions you are taking to reduce it, whether it's switching to eco-friendly suppliers, investing in an EV fleet, or cutting down on business mileage.

Remember that one of the key drivers for employees is company values. This is particularly pertinent for the emerging Generation Z workforce, who are more motivated than ever by sustainability, diversity, equity and inclusion.  
 

Refine your recruitment process


The way you recruit is a direct window into your company culture, and whether or not you’re a ‘good employer’. You can supplement your job description with an active digital footprint using all of the methods mentioned above.
 
The recruitment process shouldn’t deter. When advertising roles, remember three things: transparency, inclusivity and authenticity. For example:
  • Be transparent with the salary or salary range - don’t lead people on.
  • Offer flexible working and equal opportunities - within the scope of what works for your business.
  • Go beyond ping-pong tables - offer perks people will value.
  • Practice what you preach - sharing employee stories and the results of engagement surveys will help back up what you say about company culture.

Recruitment is evolving all the time, but the importance of strong company values remains. Just as you’d expect an employee to align with your values, you should be prepared to treat your team well. Communicating what it's like to work in - and with - your team will help your business build an authentic employer brand that resonates with the right people.

If you're unsure where to start, our Peoplefinder is here to help. We'll work with you to develop a communications strategy that will help you attract the talent you need in your business.