It’s no secret that job seekers today are more selective than ever. In fact, a survey by Talent Now found that 84% of job seekers say a company’s reputation as an employer is a deciding factor when applying for a role and 86% of employees and job seekers research company reviews and ratings to decide where to apply for a job.
If you're struggling to hire or retain great people, it might not be a hiring problem, it could be a branding one.
Strong employer branding isn’t about glossy recruitment videos or trendy office perks. It's about clearly communicating who you are, what you stand for, and why people should want to grow their careers with you. Below, we break down how to build a brand that not only attracts the right talent but helps them stay.
Employer branding is the perception job seekers, employees, and even clients have about your company as a place to work. It’s your workplace reputation, and it directly influences the quality of candidates you attract.
Companies with a well-defined employer brand enjoy:
Up to 50% more qualified applicants per job posting
More profitability. According to Gallup, companies with highly engaged employees see 21% greater profitability.
A lower cost per hire
Stronger employee retention
Better alignment between company culture and new hires
And, in industries like homecare and retail, where turnover is a major challenge, a strong employer brand becomes a critical advantage.
Your EVP is the core of your employer brand. It's the unique set of offerings, values, and experiences you provide in return for your employees’ skills and time.
Ask yourself:
What makes your company a meaningful place to work?
How do you invest in employees beyond a paycheck?
What values are non-negotiable at your organization?
Your EVP should be more than feel-good language. Make it practical.
Include:
Growth paths: Do you promote from within? Is there leadership development?
Work-life balance: Flexible schedules? Same-day pay options?
Benefits: Health coverage, paid time off, retirement plans?
Once you’ve defined your EVP, bake it into your job descriptions, career page, interview process, and internal culture.
It’s not enough to say your workplace is supportive or inclusive; it needs to feel that way to your employees. The best brands are built from the inside out.
Start by listening:
Run anonymous employee surveys
Host open Q&A sessions with leadership
When internal sentiment aligns with what you promote externally, you build trust, not just with job seekers but also with current employees who shape your reputation through word-of-mouth and online reviews.
High-performing professionals want more than ping pong tables.
They want to:
Learn new skills
Make an impact
Feel supported by leadership
Know what comes next in their career
That’s why your employer brand needs to reflect not just your values but your investment in career development and manager training.
And don’t forget about your recruitment process. It’s often the first impression future employees have of your company. Make it fast, transparent, and people-centered.
Your best employer branding content? It’s already sitting in your inbox or on your Slack channels.
Capture real stories from employees:
Why did they join?
Why do they stay?
What advice would they give to new hires?
Use testimonials, short videos, or spotlight blog posts. Authenticity wins every time. Better yet, encourage current employees to leave reviews on platforms like Glassdoor and Indeed.
And don’t stop at employees. Your clients can be part of the brand story too. For example, in sectors like healthcare where relationships matter, a reputation for taking care of your people often translates to better service for patients and clients.
Like any good business strategy, employer branding isn’t a one-and-done project. Keep measuring and iterating:
Are you improving employee retention?
Are candidate quality and time-to-hire improving?
Are your values consistent across all touchpoints, from your careers page to exit interviews?
Technology can help. Use platforms like our HR Compliance Services to keep policies aligned and build consistency into the employee experience from day one.
Employer branding is more than a buzzword: it’s your secret weapon for sustainable growth. The companies that win aren’t necessarily the ones that pay the most. They’re the ones that communicate clearly, lead with values, and make work something people want to be part of.
Looking to make your employer brand stronger this year? Start by fixing the bottlenecks that frustrate your team, from slow time tracking to clunky onboarding.
Explore how Excelforce can help:
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