What Is Employer Branding and How to Get Started

What Is Employer Branding and How to Get Started

Fancy this – your company could save up to 50% on hiring costs and reduce employee turnover by up to 28% with a proper employer branding strategy. Yet most businesses haven't got a clue how to get started. If you're nodding along, thinking, “That's us,” don't worry – you're not alone.

I've spent years helping companies transform how potential candidates see them. One thing I'm sure about is that employer branding isn't a side consideration anymore – it's essential.

What Exactly Is Employer Branding?

Employer branding is how your organisation is perceived as a place to work. Your reputation as an employer, your promise to employees, and the distinctive identity that separates you from competitors in the talent marketplace.

Think of it this way – your consumer brand sells products to customers. In contrast, your employer brand sells your workplace to potential employees.

The concept isn't new, but its importance has skyrocketed. With skills shortages across industries and candidates becoming increasingly selective about where they work, your employer brand can decide between landing that perfect hire or watching them join your competition.

According to LinkedIn research, companies with strong employer brands see 50% more qualified applicants and hire people 1-2 times faster than those with weaker reputations. They also experience 28% lower turnover rates. The maths is simple – investing in employer branding pays off.

3 Stats Nobody's Talking About (But Should Be)

1. 44% of HR leaders confess they've lost confidence in retaining top talent despite record investment in employer branding initiatives. This isn't a gap – it's a canyon between perception and reality.
2. AI-driven EVP personalisation slashes time-to-hire by 37% for early adopters, yet 68% of companies still rely on generic “best place to work” slogans.
3. Immersive employer experiences drive 55% higher engagement than digital campaigns, but 83% of talent teams remain wedded to LinkedIn spam tactics.

The 44% retention confidence crisis is the canary in the coalmine – proof that traditional employer branding has become an expensive placebo. Meanwhile, leaders like Blu Ivy Group report 1.5x profitability boosts from data-driven strategies that track candidate journeys from first touchpoint to exit interview. This isn't evolution – it's revolution.

The real game-changer? AI isn't coming for jobs – it's rebuilding employer brands from the inside out. Companies leveraging Universum's AI personalisation tools see 28% faster offer acceptance rates through hyper-targeted EVP messaging. Yet most firms still treat AI as a CV-sifting bot rather than a brand architect.

Why Employer Branding Matters Now More Than Ever

The employment landscape has undergone massive shifts. A few factors driving this change:

• Remote and hybrid work is becoming standard
• Five generations are now sharing the workplace
• Changing expectations around work-life balance
• Growing emphasis on diversity, equity and inclusion
• Increased transparency through platforms like Glassdoor
• The rise of social media allows everyone to share their workplace experiences

Gone are the days when a decent salary and relative job security were enough to attract talent. Today's workforce – particularly younger generations – seeks purpose, culture, values alignment, and work environments that support their wellbeing.

Core Components of Employer Branding

Your employer brand consists of several interconnected elements that work together:

1. Employee Value Proposition (EVP)

Your EVP is the foundation of your employer brand – the unique set of benefits employees receive in return for their skills, capabilities, and experience. A compelling EVP answers, “Why would a talented person choose to work here instead of elsewhere?”

An effective EVP needs to be:

• Authentic – based on reality, not aspirations
• Distinctive – different from what competitors offer
• Relevant – addressing what your target talent truly values
• Consistent – experienced throughout the employee lifecycle

Your EVP might include compensation, but it extends beyond that to career development opportunities, workplace culture, work-life balance, and purpose.

2. Workplace Culture Reputation

Culture is the most talked-about yet least-understood aspect of employer branding. It's not just about having a ping-pong table or Friday drinks – it's about how things get done in your organisation.

Your workplace culture encompasses the following:

• Leadership styles and accessibility
• Communication patterns and transparency
• Decision-making processes
• How conflicts are resolved
• Recognition and feedback systems
• Innovation and risk tolerance
• Work-life boundaries and flexibility

The gap between the culture you claim to have and the one employee's experience can make or break your employer's brand. According to a study by Glassdoor, 77% of adults would consider a company's culture before applying, and 56% say company culture is more important than salary.

3. Organisational Culture Storytelling

Humans connect through stories, not facts and figures. The most effective employer brands excel at storytelling – sharing authentic narratives about what it's like to work at the company.

Effective cultural storytelling:

• Features real employees and their experiences
• Highlights diverse perspectives across the organisation
• Shows rather than tells
• Addresses challenges honestly alongside successes
• Connects individual roles to a larger purpose and impact

Inkbot Design's guide to brand storytelling shows how these principles can be applied to consumer and employer branding for maximum impact.

4. Candidate Experience Optimisation

From the first job ad a candidate sees to their final interview, every touchpoint shapes their perception of your employer brand. Research shows that 78% of candidates say the overall candidate experience indicates how a company values its people.

Areas to optimise include:

• Job descriptions and application processes
• Communication frequency and transparency
• Interview experiences (in-person and virtual)
• Feedback mechanisms
• Onboarding procedures

Even rejected candidates matter – they can become brand advocates if treated with respect or detractors if they feel their time was wasted.

Creating Your Employer Branding Strategy

Now that we understand employer branding let's focus on building your strategy. This isn't a one-off project but an ongoing process that requires commitment.

Step 1: Conduct an Employer Brand Audit

Before making changes, you need to understand your current employer brand. This means gathering data from multiple sources:

1. Internal perception research: Survey and interview current employees across departments and levels to understand how they perceive working at your organisation.
2. External perception analysis: Review your Glassdoor ratings, social media mentions, and other public forums to see how outsiders view your company as an employer.
3. Competitor analysis: Examine what your talent competitors are offering and how they position themselves in the market.
4. Exit interview data: Identify patterns in why people leave your organisation.
5. Recruitment metrics: Analyse application rates, offer acceptance rates, time-to-hire, and quality of candidates.

This audit will reveal gaps between your desired employer brand and reality, providing a baseline for improvement.

Step 2: Define Your Employee Value Proposition

Based on your audit findings, define or refine your EVP. This should:

• Align with your company values and business strategy
• Differentiate yourself from competitors
• Appeal to your ideal candidates
• Be authentic and deliverable

Your EVP might emphasise different aspects depending on your industry and target talent. For tech companies, innovation and cutting-edge projects might be central. For non-profits, purpose and impact could be the focus.

Step 3: Develop Your Employer Brand Messaging Framework

With your EVP established, create a messaging framework that brings it to life. This includes:

• Key messages for different audiences (graduates, experienced hires, contractors)
• The tone of voice guidelines
• Visual identity elements
• Proof points and stories that support your claims

This framework ensures consistency across all touchpoints while allowing flexibility for different contexts.

Step 4: Implement Internal Brand Advocacy

Your employees are your most credible employer brand ambassadors. Implement programs that encourage them to share their authentic experiences:

• Employee ambassador programmes that recognise and reward advocacy
• Training on social media best practices
• Content creation support for employees who want to share their stories
• Internal communications that reinforce your EVP

According to the Inkbot Design guide on brand ambassadors, employee advocacy programmes can generate 8 times more engagement than content shared through corporate channels.

Step 5: Optimise External Recruitment Marketing

With your internal foundation in place, focus on external communications:

• Career site optimisation with authentic content and clear information
• Social media recruitment campaigns that showcase your culture
• Targeted talent attraction strategies for different segments
• Content marketing that demonstrates thought leadership
• Events and partnerships that build awareness among potential candidates

Step 6: Measure and Refine

Like any strategic initiative, employer branding requires ongoing measurement and refinement. Key metrics to track include:

• Employer brand awareness (surveys, social mentions)
• Application rates and quality
• Offer acceptance rates
• Employee engagement scores
• Retention rates
• Referral rates
• Cost-per-hire
• Time-to-fill positions

Use this data to refine your approach and demonstrate ROI to leadership continuously.

Employer Branding in Practice: Real-World Examples

Let's examine how different organisations have built successful employer brands:

Nationwide Building Society

This UK financial institution focused on emphasising its mutual status and purpose-driven approach. They created the “On your side for generations” employer brand campaign, highlighting their commitment to employee wellbeing and development alongside their customer focus.

Their approach includes:

• Prioritising internal mobility (80% of vacancies filled internally)
• Creating clear career pathways through their “Future of Work” program
• Emphasising work-life balance and mental health support
• Showcasing employee stories through video content

The results? A 23% increase in applications, an 18% reduction in recruitment costs, and an employee engagement score 10% above the financial services average.

Innocent Drinks

Known for its quirky consumer brand, Innocent carries this personality to its employer brand. Their career site immediately communicates their culture with the headline “Working at Innocent (it's not work)”.

Their approach includes:

• Transparent sharing of their values and how they live daily
• Emphasis on sustainability and purpose
• Showcasing their unique office environment (Fruit Towers)
• An honest discussion of challenges alongside successes

By maintaining authenticity between their consumer and employer brands, Innocent attracts candidates who naturally fit their culture, reducing turnover and increasing engagement.

Common Challenges and How to Overcome Them

Even with the best intentions, organisations face several challenges when developing their employer brand:

1. Leadership Buy-In

Challenge: Securing investment and commitment from leadership for long-term employer branding efforts.

Solution: Build a business case using metrics leadership cares about – recruitment cost savings, productivity improvements, and retention rates. Show how employer branding impacts the bottom line.

2. Consistency Across Touchpoints

Challenge: Ensuring candidates experience a consistent brand across all touchpoints.

Solution: Create cross-functional employer branding committees with representatives from HR, marketing, communications, and operations. Develop clear guidelines and regular audits.

3. Authenticity vs Aspiration

Challenge: Balancing the reality of your current workplace with aspirations for improvement.

Solution: Be honest about where you are while communicating your improvement journey. Candidates appreciate transparency about challenges if they see you're working to address them.

4. Measuring ROI

Challenge: Demonstrating the return on employer branding investments.

Solution: Establish baseline metrics before beginning initiatives and track changes over time. Connect employer branding efforts directly to recruitment and retention metrics.

Employer Branding for Different Company Sizes

Your approach to employer branding will vary depending on your organisation's size and resources:

Startups and Small Businesses

With limited resources but agility on your side:

• Leverage your founder's story and mission
• Emphasise growth opportunities and impact
• Use social media creatively to showcase culture
• Encourage team members to share their experiences
• Focus on authentic relationships over polished marketing

Mid-Sized Companies

With established processes but still maintaining flexibility:

• Formalise your EVP with employee input
• Develop structured ambassador programmes
• Balance local culture with growing consistency
• Invest in dedicated recruitment marketing
• Create talent communities for future hiring needs

Enterprise Organisations

With complex structures but significant resources:

• Ensure alignment between global EVP and local market adaptations
• Develop comprehensive measurement frameworks
• Balance corporate requirements with authentic storytelling
• Create centres of excellence for employer branding
• Leverage sophisticated HR marketing funnels

The Future of Employer Branding

As we look ahead to the coming years, several trends will shape employer branding:

1. Data-Driven Talent Attraction

Organisations increasingly use analytics to refine their employer branding efforts, from identifying the most effective channels to personalising the candidate journey.

2. Hyper-Personalisation

Rather than one-size-fits-all approaches, leading companies create tailored employer brand messages for talent segments based on their unique motivations and preferences.

3. Transparency as a Differentiator

With or without your participation, information about working at your company will be shared online. Progressive organisations are embracing radical transparency, discussing challenges openly alongside successes.

4. Values-Based Positioning

As candidates increasingly seek alignment with personal values, employer brands that take clear stands on important issues will attract talent that shares those values.

5. Remote and Hybrid Work Culture Branding

With distributed workforces becoming permanent, organisations must develop employer brands that communicate their unique approach to remote or hybrid work environments.

Getting Started: Your First 90 Days

Ready to begin your employer branding journey? Here's a practical 90-day plan:

Days 1-30: Research and Assessment

• Complete your employer brand audit
• Identify your current EVP strengths and weaknesses
• Benchmark against competitors
• Gather insights from recent hires and long-timers

Days 31-60: Strategy Development

• Refine your EVP based on research
• Develop your messaging framework
• Create an implementation roadmap
• Secure budget and resources

Days 61-90: Initial Implementation

• Launch internal communications about your employer's brand
• Update key external touchpoints (career site, job descriptions)
• Train recruiters and hiring managers
• Establish a measurement framework

Remember, employer branding is a marathon, not a sprint. The key is consistent implementation over time.

Employer Branding for Specific Industries

Different industries face unique employer branding challenges:

Technology

• Challenge: Intense competition for technical talent
• Focus: Innovation opportunities, cutting-edge projects, work-life balance
• Strategy: Technical thought leadership, transparent career pathways, showcase impact

Healthcare

• Challenge: Burnout and emotional demands
• Focus: Purpose, support systems, development opportunities
• Strategy: Patient impact stories, wellbeing initiatives, flexible scheduling

Retail

• Challenge: High turnover and variable hours
• Focus: Community, growth paths from an entry-level, inclusive culture
• Strategy: Success stories of internal advancement, training programs, team spirit

Professional Services

• Challenge: Work-life balance concerns, competitive landscape
• Focus: Client impact, expertise development, collegial environment
• Strategy: Employee spotlights, project case studies, mentorship opportunities

FAQS About Employer Branding

Want to take your employer brand to the next level? Request a quote from Inkbot Design for expert guidance on creating a visual identity and communication materials to make your employer brand stand out in the talent marketplace.

Hire for Success, Not Just to Fill a Seat

Your employer brand isn't just something you create – it's something you live. The most authentic employer brands are simply reflections of what's already true about working at your organisation, amplified and communicated effectively.

Whether you're just starting your employer branding journey or looking to elevate an established program, remember that consistency and authenticity will always win over flashy marketing that doesn't match reality.

The gap between what you say and employees' experience will quickly become apparent. The thriving organisations will build employment brands by creating great workplaces and effectively telling that story.

The talent wars won't be won by those who can spin the best tale but by those who can deliver on their employment promise day after day. So before you brand it, live it – your future workforce is watching.

Get it right, and your employer brand will become your most powerful talent magnet, bringing the right people through your doors even when they aren't actively looking to change jobs. Now, that's branding that works, even when you're not.