How To Build Your Employer Branding Strategy For Top Talent

What is employer branding?

Employer branding transcends the confines of a company logo or enticing job perks. It encapsulates the deliberate efforts an organization undertakes to shape and manage the holistic perception of itself as an employer.

More than just a marketing ploy, employer branding delves into the company's identity, culture, and the overall employee experience it offers.

It's the narrative that unfolds through the eyes of both current and potential employees, reflecting the values, work environment, and opportunities available.

In essence, employer branding is the strategic art of curating an authentic and compelling employer identity, one that resonates with individuals seeking not merely a job but a fulfilling and enriching career journey.

What is an employer branding strategy?

An employer branding strategy is a proactive and intentional roadmap crafted by organizations to shape how they are perceived by both current and potential employees. It goes beyond the ad-hoc approaches of recruitment and dives into a systematic approach of the employer brand.

This strategic initiative is a deliberate endeavor to define, refine, and consistently communicate the unique attributes that make the organization an exceptional place to work.

It involves aligning organizational values, culture, and goals with the expectations and aspirations of individuals in the workforce.

An effective employer branding strategy not only attracts top talent but also resonates with the current workforce, creating a cohesive and positive identity.

Why is employer branding important for your organization?

Let's delve into 6 critical aspects that make employer branding a necessity.

1. Attracting top talent

In a world where talent is the lifeblood of any successful enterprise, attracting the best and brightest is non-negotiable.

A compelling employer brand acts as a magnetic force, drawing in top-tier professionals eager to be part of an organization that not only offers a job but promises a fulfilling career journey.

In fact, a study by LinkedIn Business shows that a strong employer brand can increase the number of qualified applicants by a whopping 50%!

2. Cultivating diversity in recruitment

Diversity and inclusion in the workplace is a proven catalyst for innovation and organizational resilience. A robust employer brand that champions inclusivity becomes a beacon for a diverse pool of candidates.

Diverse teams are not only more innovative but also better equipped to navigate challenges and serve a broad customer base effectively.

3. Reducing turnover rates

Employee turnover can be a significant drain on resources. A positive employer brand not only attracts top talent but also fosters a workplace culture that retains it.

Edelman's research revealed that 60% of participants would select their workplace based on shared beliefs and values. Articulating your company's values in your employer branding not only establishes clear expectations for new hires but also draws individuals who align with your organizational principles.

Viewing employee satisfaction as an investment in a well-defined employer brand translates to a commitment to long-term stability.

4. Establishing consumer trust

The relationship between employer branding and consumer trust is symbiotic. A workforce that believes in the company they work for becomes a powerful asset in establishing trust with consumers.

In fact, the same study by Edelman found that 58% of stakeholders will buy or advocate for brands based on their beliefs and values

5. Cultivating enthusiastic advocates

Employees who are not just satisfied but genuinely enthusiastic about their workplace become natural advocates for the brand. Their positive experiences, shared through word of mouth or online platforms, can significantly impact the company's reputation.

6. Energizing corporate communications

A strong employer brand doesn't just resonate within the organization; it energizes corporate communications externally. Positive employer branding provides a coherent and positive narrative that extends beyond recruitment efforts.

It enhances the company's overall image, influencing how it's perceived by clients, partners, and the broader community.

How to create an effective employer branding strategy

Here are eleven things you can do to create an employer branding strategy that is sure to help you attract and retain the best talent there is!

1. Evaluate current standing

Understanding your current standing is the crucial first step in crafting a powerful employer branding strategy. This involves:

• Surveying employees for feedback: Conduct anonymous surveys to gather honest opinions on the work environment, culture, and overall job satisfaction. Utilize both qualitative and quantitative questions to capture a comprehensive view of employee sentiments.
• Monitoring and responding to reviews: Regularly check online platforms for employee reviews on websites like Glassdoor or Indeed. Respond thoughtfully to both positive and negative reviews, showcasing a commitment to improvement and transparency.
• Analyzing social media insights and sentiments: Leverage social media analytics tools to gauge sentiments around your company as an employer. Identify trends, concerns, and positive feedback on platforms like LinkedIn, Twitter, and Facebook.
• Reviewing recruitment and onboarding processes: Evaluate the efficiency and effectiveness of your recruitment and onboarding procedures. Identify any pain points or areas where improvements can enhance the overall candidate and employee experience.
• Identifying content and resource gaps: Evaluate the availability and effectiveness of your employer branding content. Identify gaps in resources, such as testimonials, photos, videos, or other materials that can showcase your company culture.

2. Create an Employee Value Proposition (EVP)

The Employee Value Proposition (EVP) is the unique set of offerings that define what employees can expect from working with your organization. This involves:

• Outlining rewards: Detail all aspects of the employment package, including competitive salary, benefits, and any unique perks. Highlight growth opportunities, training programs, and initiatives that contribute to a positive work-life balance.
• Ensuring honesty in representation: Be transparent in portraying the work environment, culture, and expectations. Avoid exaggeration or misrepresentation to build trust and align expectations with reality.

3. Set goals and Key Performance Indicators (KPIs)

Ensuring the success of your employer branding strategy requires a strategic approach to goal-setting and performance measurement. Here's how to do it effectively:

• Set SMART goals: Clearly define Specific, Measurable, Achievable, Relevant, and Time-bound goals. For recruitment, this might involve targets for new hires, reducing time-to-fill, or enhancing the quality of hires.

In terms of content, goals could focus on creating a diverse range of materials, improving engagement rates, or establishing thought leadership in the industry.


• Identify Key Performance Indicators (KPIs): Determine the metrics that will measure the success of your strategy. These could include metrics like application conversion rates, employee satisfaction scores, retention rates, and the reach and engagement of your employer branding content. By regularly monitoring these KPIs, you can adjust your strategy to ensure it aligns with your overarching goals.

4. Allocate resources proactively

Efficient resource allocation is critical for the successful execution of your employer branding strategy. Consider the following:

• Define roles and responsibilities early on: Clearly outline who is responsible for each aspect of the strategy. Assign roles for content creation, social media management, employee engagement, and any other relevant areas. This ensures a cohesive and coordinated effort, avoiding duplication of work and promoting accountability.
• Invest in technology and tools: Explore and invest in tools and technologies that can streamline your employer branding efforts. Applicant tracking systems, social media analytics tools, and employee feedback platforms can provide valuable data and insights, making your strategy more data-driven and effective.

5. Identify the target audience

Understanding your target audience is pivotal in shaping an employer branding strategy that resonates. Here's how to do it effectively:

• Understand the priorities of professionals: Dive deep into the motivations and priorities of your current employees. Conduct surveys or focus group discussions to gather insights into what attracts them to the company, what keeps them engaged, and what they value in the workplace.
• Consider colleagues and work culture: Recognize that your existing employees are key stakeholders in your employer brand. Their experiences and perspectives contribute significantly to how your organization is perceived. Incorporate their feedback and experiences into your branding strategy.
• Create a profile of the ideal candidate: Develop a detailed profile of your ideal candidate. Consider their skills, values, and career aspirations. This profile will guide the creation of job descriptions, ensuring they resonate with the individuals you want to attract.

6. Specify channels and stakeholders

Choosing the right communication channels and engaging relevant stakeholders are critical aspects of a successful employer branding strategy:

• Establish individual responsibilities: Clearly define roles and responsibilities for each team member involved in the employer branding process. This may include HR professionals, marketing teams, and even current employees who serve as brand ambassadors. Engage stakeholders early on to ensure a collaborative and well-coordinated effort.
• Choose communication channels: Identify the most effective communication channels to reach your target audience. This could include social media platforms, industry events, career fairs, and even internal communication channels. Tailor your messaging to fit the characteristics and preferences of your ideal candidates.
• Utilize employee advocacy programs: Leverage the power of your existing workforce as advocates. Implement employee advocacy programs that encourage employees to share positive aspects of their work life on social media or through other channels. This can significantly amplify your employer brand.

7. Engage executive leadership

Securing buy-in from the executive leadership team is instrumental in shaping a robust employer branding strategy. Here's how to effectively engage executive leadership:

• Gain C-suite buy-in for organizational changes: Present a compelling case for the organizational changes needed to enhance the employer brand. Demonstrate the impact on recruitment, retention, and overall company success. Highlight the positive outcomes that align with the organization's strategic goals.
• Encourage C-suite involvement in day-to-day strategy: Foster a sense of commitment by involving C-suite members in the day-to-day aspects of the employer branding strategy. Their visible participation, whether through regular updates, involvement in company events, or communication with employees, reinforces the importance of the employer brand.
• Implement leadership training: Provide leadership training focused on effective communication, mentorship, and fostering a positive workplace culture. Equipping leaders with these skills ensures they contribute positively to the employer brand and overall employee experience.

8. Strengthen the onboarding process

The onboarding process is a critical touchpoint that significantly influences a new hire's perception. Pay special attention to diversity and inclusion considerations:

• Recognize onboarding as a critical first experience: Understand that onboarding sets the tone for a new employee's journey. A negative onboarding experience can have lasting consequences, influencing job satisfaction and retention. Ensure the process is informative, welcoming, and aligns with the company's values.
• Emphasize the importance of diversity and inclusion: Incorporate diversity and inclusion training into the onboarding process. Showcase the company's commitment to creating an inclusive workplace. Highlight employee resource groups, mentorship programs, and initiatives that celebrate diversity.
• Foster a sense of belonging: Create an onboarding experience that fosters a sense of belonging for every new employee. Provide resources and support networks that help individuals from different backgrounds feel valued and included from day one.

9. Provide learning and growth opportunities

Addressing the need for continuous learning and growth is pivotal in retaining and engaging employees. Here's how to provide meaningful opportunities:

• Combat boredom with new challenges: Acknowledge that employee boredom can lead to disengagement and attrition. Provide challenging projects, opportunities for skill development, and the chance to take on new responsibilities to keep employees motivated.
• Commit to on-the-job learning & professional development: Showcase your commitment to employee growth by offering on-the-job learning opportunities. Implement mentorship programs, sponsor relevant courses, and encourage participation in workshops or conferences. A culture of continuous learning reinforces your employer brand as one that invests in its workforce.

10. Craft a rollout strategy

Effectively communicating your employer brand requires a thoughtful rollout strategy. Here's how to ensure a strategic and impactful launch:

• Develop an editorial calendar for content: Plan and schedule your content releases in advance. This includes blog posts, social media updates, and any other materials that contribute to your employer branding. Consistency and relevancy are key in maintaining audience engagement.
• Utilize internal emails for feedback: Leverage internal communication channels, such as regular emails or newsletters, to gather feedback and foster employee engagement. Encourage employees to share their thoughts and experiences, creating a dialogue that strengthens the sense of community within the organization.
• Regularly encourage employees to post about open roles: Turn your employees into brand ambassadors by encouraging them to share open job roles on their personal and professional networks. Employee referrals are powerful and can attract candidates who resonate with your company culture.

11. Monitor and assess outcomes

Regularly evaluating the outcomes of your employer branding strategy ensures its effectiveness and guides necessary adjustments. Here's how to monitor and assess outcomes:

• Monitor KPIs regularly to measure success: Keep a close eye on key performance indicators (KPIs) identified earlier. Regularly assess metrics like application conversion rates, employee satisfaction scores, and engagement levels to measure the success of your strategy.
• Use tools to analyze performance: Employ analytics tools to delve deeper into the performance of your content and overall strategy. Understand which channels are most effective, which types of content resonate, and where improvements can be made. This data-driven approach allows for informed decision-making.
• Evaluate the strategy and make necessary adjustments: Act on the insights gained from monitoring and analyzing outcomes. Be agile in making adjustments to your strategy based on the feedback and performance data. Continuous improvement is key to maintaining a relevant and compelling employer brand.

Final thoughts

Beyond attracting top talent, a meticulously crafted employer branding shapes a workplace culture that fosters diversity, inclusion, and continuous growth.

As the heartbeat of organizational success, an effective strategy engages executive leadership, embraces learning, and resonates with the aspirations of both current and potential employees.

The journey doesn't end with implementation; it thrives on constant evaluation and adaptation.

Remember, your employer brand is more than a logo—it's the promise of a fulfilling career journey. In a world where talent is the driving force, a compelling employer brand is the beacon that guides, retains, and propels your organization toward enduring success.