What is Employer Brand Awareness?
You might have a well-known logo. Your products might fly off the shelves. But when it comes to attracting talent, recognising your consumer brand isn’t enough.
Employer brand awareness goes deeper than name recognition. It’s about being known for the right things, by the right people. And in a world of fast-changing talent expectations, it’s a crucial part of any successful strategy for employer branding.
What Is Employer Brand Awareness?
At its core, employer brand awareness reflects how well people recognize your company as an employer—and what they associate with your workplace.
It helps answer questions like:
- Are you on the radar as an employer of choice?
- Do candidates know what roles, functions, and career paths you offer?
- Do people associate your brand with meaningful work, growth, and a positive culture?
It’s important to distinguish this from consumer brand awareness. Just because someone knows your logo doesn’t mean they understand your values, mission, or employee experience.
A strong consumer brand doesn't always translate into strong employer branding. The two are connected but serve different purposes—and must be managed intentionally.
For example, a household-name cosmetic brand we work with has universal product recognition. But job seekers often assume roles are in retail, when the real hiring needs are in R&D and manufacturing.
Without a distinct employer brand strategy, those candidates don't think of that company as a place to work - even though they use their products every day.
What Drives Employer Brand Awareness?
Everything. Your logo, your consumer brand, employee stories and talent pipeline. On Wisdom, you can see the breakdown of these different factors - how do people actually know your brand?
With Wisdom, you can see where to focus your funnel. Do you have very high logo recognition - that you might want to use in your EB content? Or do lots of people know your employees - so you may want to focus on UGC? Do you have a consumer brand you should be making the most of?
How to Improve Employer Brand Awareness
- Understand where your audience spends time: Use tools like Wisdom’s Market Insights to track platform usage, job seeker behavior, and competitor trends. This helps you meet candidates where they already are.
- Use content that actually resonates: Not all content is created equal. With Wisdom’s Content Testing, you can experiment with different formats and messages to see what lands best with your target audience—before you go live.
- Tell a fuller story: Go beyond perks and job titles. Use storytelling, employee voices, and behind-the-scenes content to help people picture themselves at your company.
If you want to attract top talent, it’s not enough to be known—you need to be known for the right reasons.
Building employer brand awareness takes more than a logo and a careers page. It takes data-driven insights, meaningful storytelling, and a deep understanding of your audience.
The good news? You don’t have to guess what’s working—you can measure it. Book a demo with Wisdom, find out where you stand with potential candidates and shape a brand people want to work for.
Make your brand talented.
Book a demo below.
