A strong employer brand shapes how people see your company. It influences how current employees feel about working there, and what future talent expects.
Yet too often, leaders reduce branding to logos and colour palettes, overlooking one of their most valuable assets – and this could be a costly mistake.
“As job seekers become more discerning and employees expect more from their workplaces, the way an organisation presents itself as an employer directly impacts its ability to attract, engage and retain top talent.”
And research shows reputation matters more than many organisations realise.
More than a nice to have
According to Glassdoor, one of the world’s largest job and recruitment sites, 92% of people would consider changing jobs if offered a role with a company with an excellent corporate reputation. And 50% say they wouldn’t work for a company with a bad reputation – even with a pay increase.
From the business side, the impact is just as clear.
89% of human resource leaders say a strong employer brand gives them a clear edge in attracting top talent, while those companies that invest in theirs don’t just hire better – they also see up to 28% lower turnover.
In the age of social media, word travels fast and perception matters more than ever.
of employees and job seekers research company reviews and ratings to decide on where to apply for a job. (Glassdoor)
Word travels fast
Today’s talent does their homework.
“Job seekers look beyond the job description. They read reviews, watch videos, scroll social media and talk to former employees.”
“They form expectations of what it’s like to work somewhere long before day one. And if the reality doesn’t match the brand, they’re more likely to leave.”
In fact, nearly 30% have left a job within the first 90 days of starting, often due to misalignment between what was promised and what they experienced.
But employer branding goes beyond recruitment.
“An authentic employer brand doesn’t just attract talent; it strengthens retention, engagement and long-term success,” says Ms Prior.
“When employees feel connected to a company’s mission and values, they’re more loyal, more engaged and more likely to promote the brand to others.”
And with more businesses struggling to find skilled talent, more leaders are waking up to the undeniable impact of employer branding on both attracting, engaging and retaining top people.
But where do you start when building out your employer brand?
Focus on people and purpose
Employee priorities are shifting. Work is no longer just about a pay cheque. People increasingly care about what they do and who they do it for. They want to understand their (and the organisation’s) impact and feel valued for their contribution.
Yet too often companies focus on surface-level perks, missing what really drives loyalty and engagement.
The promise of free lunches, gym membership and social events might get people in the door – but they won’t make them stay.
“What really matters is purpose-driven work, opportunities for personal and professional growth, well-being, flexibility and diverse career paths, and the chance to make a meaningful contribution,” says Ms Messaud.
“These are the building blocks of today’s strongest employer brands.
“You have to listen. Let employees shape your strategy by telling you what matters most. Because when people feel heard and valued, they don’t just stay – they thrive, perform better and become your most powerful brand advocates.”
Move beyond one-size-fits-all perks
With up to five generations working side-by-side, today’s workforce is more diverse than ever – in lifestyle, career stage and values. What motivates one group might mean little to another.
“You need to tap into what matters to each talent group,” explains Ms Messaud.
“If your message doesn’t resonate with their priorities, it won’t land. Relevance is everything.”
That’s why effective employer branding is tailored, speaking directly to the needs, aspirations and drivers of each talent group.
But building an employer brand is not a one-time effort, it’s an ongoing process.
Companies must regularly reassess their strategy to remain competitive, says Ms Prior.
“The frequency will vary by size, industry and external forces, but key is remaining relevant, attractive and aligned with what today’s talent truly values. It’s important that your strategy responds to feedback, market trends and changing expectations – and that it evolves with your organisation.”
''Employee voice is three times more credible than the CEO’s when it comes to talking about working conditions in that company.''
Start from within
The most powerful employer brands are built from the inside out, says Ms Prior.
Posting a mission statement is no longer enough. Employees want to see that mission reflected in how leaders make decisions and how teams collaborate.
And while leaders may set the direction, notes Ms Prior, it’s employees who bring the brand to life.
“They’re your most credible advocates – because people, particularly Millennials and Gen Z, trust real people more than professional adverts or paid spokespeople.”
One of the most effective ways to harness this power? A well-integrated internal brand ambassador programme.
Start by identifying passionate people across functions and levels. Give them the tools, messaging and platforms to tell their personal stories and share team achievements, success stories and community projects – but let them speak in their own voice. Authenticity is what brings your story to life.
But while individual stories give your brand its heartbeat, it’s how those voices connect to a bigger, consistent message that really matters, says Ms Messaud.
“The strongest employer brands amplify their stories across every channel – from career sites to LinkedIn, Instagram takeovers to internal newsletters – creating a unified, relatable and consistent presence.”
Talent chooses brands
An employer brand isn’t just a marketing tool – it’s a true reflection of your culture, your values and your people.
And in a world where talent has more choices than ever about where, and how, they work, investing in your employer brand isn’t a nice-to-have, it’s a must have.
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