What is Employer Brand?
Your consumer brand says ‘Buy Me’. Your employer brand says ‘Work Here’. It’s how your company is perceived by talent in the market.
This means your EB is the story people tell about you, shaped by what they see, hear, and experience. That includes your culture, values, benefits, and how you present this to the wider world.
Every company has an employer brand — the only question is whether you’re guiding it or letting it take shape on its own.
How to tell if your employer brand needs work?
Social Media: Your social media tells a story—and it’s not a good one. If you don’t want to look at your LinkedIn, your Glassdoor is tanking, and you're wincing every time your company is mentioned, it's a clear signal your employer brand needs work.
High Turnover: When your employer brand attracts the wrong kind of people, you end up hiring candidates who don’t truly fit—leading to quick exits, internal friction, and a revolving door that undermines culture and performance.
Low Referral Ratees: If your own people aren’t referring others, that says a lot. Low referral rates often reflect low engagement; employees won’t recommend a workplace they’re not proud of. And considering referrals are typically the most cost-effective hires, this hurts both culture and budget.
Low or Misaligned Applications: A red flag. If top talent isn’t applying—or you’re buried in CVs from people who clearly don’t align with your values—it’s likely because your employer brand isn’t clear, compelling, or consistent.
Good employer brands attract more candidates faster who fit
So how to find the right people?
1. Understand What the Market Wants
Before you can tell a compelling story, you need to know who you're talking to—and what matters to them. Use data to understand the values, expectations, and motivations of different talent segments. For example:
- What do Gen Z software engineers want from their employer vs mid-career marketers?
- How important is flexible work versus development opportunities versus DE versus pay to different people?
2. Test Your Content Before You Publish It
Assumptions are expensive. Before pushing employer brand content out into the world, test it with real audiences to see what actually resonates. Does your messaging connect emotionally? Do people understand what you’re trying to say? Are you reinforcing or challenging stereotypes?
Content testing allows you to:
- Identify the strongest messages and formats
- Spot blind spots or off-tone creative
- Tailor stories to specific segments
💡 Pre-optimise your content before you even launch a campaign - derisking your campaign spend, and meaning you can try the crazy idea you’ve always wanted to.
3. Track Your Position in the Market
You don’t operate in a vacuum. Regularly track how your employer brand stacks up against competitors and sector leaders:
- Track Brand Awareness - do people know who you are?
- Track Brand Consideration - do people think about working for you?
- Track Brand Appeal - do people like the sound of it?
This helps you spot gaps, celebrate wins, and identify where you’re falling behind - or pulling ahead.
4. Get Inspired by the Best in the Market
Benchmarking isn’t just about competition—it’s about inspiration. Research what the best-in-class brands are doing:
- What stories are they telling?
- Where are they showing up?
- How are they using content, design, and voice?
Find market leaders for different demographics, so you can know exactly what to aim for.
5. Be Where Your Audience Already Is
Once you’ve refined your message, make sure it reaches the right people. Use data to identify:
- Which platforms different sectors and roles use daily (social, forums, niche communities)
- Where they actually go to look for jobs (not just the big boards)
Then, tailor your distribution strategy so you show up early in the decision-making journey—not just at application.
Make your brand talented.
Book a demo below.
