In today’s talent market, your employer brand speaks volumes—whether you’re actively shaping it or not.
If you’re not quite sure what your employer brand is saying, don’t worry—you’re not alone. But here’s the thing: candidates do notice. They’re Googling you, reading Glassdoor reviews, and forming opinions based on everything from your job postings to how you show up (or don’t) on LinkedIn. And current employees? They’re paying attention too.
A strong employer brand isn’t just about attracting great people—it’s about keeping them long-term. So how do you build a brand that speaks to the best talent and makes them want to stay? Let’s break it down.
1. Start with what you’re known for (or what you want to be known for)
Every company has a reputation. The question is: is yours helping or hurting your hiring efforts?
Think about what makes your workplace unique—not just your values on paper, but what day-to-day life actually feels like. Are you known for promoting from within? Offering flexibility? Having strong leadership or a supportive culture?
Tip: Ask your current employees why they joined, why they stay, and what they’d tell a friend considering your company. Whatever their answer, good or bad, is the heart of your brand right there. Knowing where you're starting can give you a better view of where you need to grow.
2. Make candidate experience part of your brand
First impressions matter—and not just during interviews. From the moment someone reads your job description to the final offer (or rejection), candidates are forming opinions.
Is your hiring process organized? Is communication clear and timely? Do your interview questions reflect your values and the role’s actual demands?
Using structured tools like behavioural interview guides or assessment-based profiles ensures your process feels professional, consistent, and aligned to your brand.
Read More: Download our guide to building a strong employer brand
3. Your employees are your best brand ambassadors
Want to boost your brand? It starts inside the building.
Empowered, engaged employees naturally share their experiences—online and off. Make sure those experiences are positive. That means investing in onboarding, development, coaching, and retention strategies that show you care about growth and well-being, not just output.
Bonus: When you support your people’s success, they tend to stick around and tell others about it.
4. Tell your story—and keep it real
Employer branding isn’t just about polished careers pages. It’s about being authentic.
Showcase real voices and real stories. Share what it’s like to work on different teams. Highlight your leaders. Celebrate wins and acknowledge challenges. And above all, make sure what you’re saying externally matches what’s happening internally. Misalignment is the fastest way to lose trust.
5. Check in, tune up, and evolve
Like any brand, your employer brand isn’t “set it and forget it.”
Make space to regularly revisit what’s working and what’s not. Check in with new hires about their onboarding experience. Gather feedback from exit interviews. Monitor your reputation online. And if your workforce or leadership style is evolving (which, let’s face it, it probably is), make sure your employer brand keeps up. Consistency builds trust, but adaptability builds longevity. Keep listening, learning, and adjusting so your brand stays both relevant and real.
Read More: Check out these tips to ace your next hire
6. Leadership sets the tone
Employer brand doesn’t live in marketing or HR alone—it starts at the top. The way leaders communicate, show up, and make decisions all send strong signals about what kind of workplace you really are.
Are your leaders visible and approachable? Do they model company values? Do they support development and celebrate wins? When leadership is aligned with the brand promise, it builds trust and reinforces your culture from the top down.
Tip: Equip leaders with feedback tools (like a 360 review) to help them grow and model the behaviours your brand aspires to.
7. Measure what matters
You can’t improve what you don’t measure—and that goes for employer brand, too.
Track metrics like time-to-hire, offer acceptance rates, candidate satisfaction, employee engagement, and retention rates. What do the numbers say about your hiring experience and your internal culture? Pair that data with qualitative feedback from employees and candidates to get the full picture.
Remember, your employer brand is only as strong as how people experience it. And if something’s off, the data will tell you where to focus.
You have an employer brand whether you invest in it or not
The competition for talent isn’t slowing down. But the good news? You don’t need to be the flashiest employer out there. You just need to be clear, consistent, and true to who you are.
When your employer brand reflects your values, aligns with your candidate experience, and supports real growth for employees—you won’t just attract top talent. You’ll keep them.