How to create an employer brand

Marketing Communications Executive
Share this content

Do you know how your brand is perceived by your ideal candidate? 

In a market where hiring managers are tasked with delivering more for less, it seems businesses who neglect to identify new candidate attraction techniques – such as developing an employer brand – could be missing out.

In fact, webrecruit’s latest survey revealed that just 30% have an employer brand strategy in place. Developing an employer brand strategy is thought to be a drain on resources and expensive – the last thing you need in your busy work schedule.

At webrecruit, however, we find that investing in creating this brand – no matter what size your business – will help you tap into new candidate markets, retain staff, boost response rates and even reduce your hiring spend.

What is an employer brand?

The CIPD suggests ‘a strong employer brand should connect an organisation’s values, people strategy and HR policies and be linked to the company brand’.

From the way you interact with candidates on the ‘phone – to how effective your induction process is, your employer branding is key to staff acquisition and retention. Get it right and not only will you attract the best talent, but you’ll also experience wider benefits.

Developing an employer brand

What does your company stand for? What can you offer potential recruits? Why should they pursue your opportunity over your competitors?

Start off by looking at your company’s values and visions. Employer branding isn’t a short term activity. It should be constructed with carefully thought out objectives. As such, carefully think about your EVP  and invest in research into how your brand is perceived within target audiences.

Benefits of employer branding

There are many benefits of developing an employer brand strategy. Not only can a strong employer reputation give you great bargaining power, but in times of skills shortages, it can prove to be a powerful candidate attraction tool. It can also encourage and foster employee engagement, and boost productivity and performance.

In a climate where 32% of employers say quality is their biggest recruitment challenge (according to webrecruit’s 2012 survey), surely investing the time by taking these steps to attract a different calibre of jobseeker is worth it?

Getting started

Of course creating an employer brand is easier said than done – particularly for the hiring manager or small businesses stuck for time.

So here are a few examples of how to get started:

- Collaborate with other departments to get their insight
- Employ ‘outside the box’ thinking to attract candidates
- Set realistic objectives that measure engagement
- Develop a strong EVP – after all, your employees are your brand ambassadors
- Conduct internal surveys to research what your staff actually think

Want to know more? Contact us to find out how we can help with your employer branding, or share your experiences below:


Please login or register to join the discussion.

There are currently no replies, be the first to post a reply.