Let’s face it; times are changing. Gone are the days when job seekers accepted offers simply because the positions were available.

A company’s reputation is one of the critical considerations for potential employees and other significant stakeholders. Research shows that 83% of employees will quit their current job if they receive an offer from a more reputable organization; this is why employer branding is such a big deal today.

This article will explore employer branding, its importance, how to build an employer brand, and valuable tips for successful employer branding.

What is Employer Branding?

It refers to an organization’s reputation in the public’s eye. In essence, it is what job seekers, customers, and potential employees perceive the company to be. These perceptions are typically derived from the company’s mission, vision, values, and, most importantly, how they treat their employees.

It is essential to note that 80% of recruiters claim that employer branding significantly impacts hiring talent.

Employer Branding Importance

Why does employer branding matter?

With the world becoming a global village due to the world wide web, it is a lot easier for people to find jobs; this gives wiggle room for candidates to be picky with the job choices available. 91% of candidates will search for any online resource to assess a company’s brand before applying for a job.

Also, remember that the competition isn’t just on a local scale; now, it has gone global! Therefore, what people say about your organization online matters because it directly affects your reputation with potential candidates and employees.

Here is an excellent resource if you would like to get further information on company branding guidelines.

How to Build an Employer Brand?

What does employer branding involve? Here are three easy steps to take in the employer branding process:

Step 1: Set Specific Goals

Come up with employer branding objectives that you would like to achieve. Make them as goal-oriented and time specific as possible; this is where you decide the preferred talent you are looking to recruit, influencing the employment branding techniques you will adopt.

Step 2: Update Your Socials

Your organization’s website should be up-to-date with helpful information about job opportunities, employee testimonials, job descriptions, and hiring process details. It should also contain links to your social media pages where job seekers can interact with and gather more knowledge on your company culture.

Step 3: Grow the In-House Talent

By default, your current employees serve as your company’s brand ambassadors. Investing in their personal development is an indirect investment into your organization’s growth. After all, your company is only as good as the task force behind the day-to-day runnings of the business.

One way to develop in-house talent is by outsourcing professional coaching for your employees. Partnering with institutions of higher learning to train your staff is another excellent addition to your employer branding strategy examples.

Employer Branding Tips

1. Treat job candidates like they are your customers

Perception is everything. In this case, your organization is your marketing product, and job seekers are your target audience/customers. Employer branding Statistics 2022 report that more than 60% of job seekers are likely to apply for a job where the employer actively engages with their online audience. This interaction entails responding to reviews, social media comments, and direct messages.

2. Provide meaningful perks to your employees

Over and above the benefits your employees receive from working at your organization, it is vital to consider perks. While benefits may range from health insurance to travel allowance, bonuses may come from flexible working hours or remote options for work.

Capital One is a classic example of an employer who has nailed it with employee perks. They’ve built a friendly and informal culture that allows employees to feel like they are valuable assets to the company.

3.     Invest in your onboarding process

Onboarding refers to familiarizing an employee with an organization’s mission, vision, policies, culture, and core values. Essentially, it is your company’s attempt at a great first impression with potential candidates. A sound onboarding system will undoubtedly build your employer branding in 2023.

The new employee may have a wrong first impression of your company if this process needs to be more effectively run. As a result, they may leave the company prematurely or make it public knowledge. Either way, it’s a loss for your organization.

4.     Offer personal development opportunities for your staff

Everyone can grow, no matter how gifted or efficient they may be. If your company is going to rise to the next level, you must avoid stagnation and redundancy at all costs. What better way to achieve this than to invest in the workforce that makes up your organization?

One way to invest in your staff’s personal development is by organizing regular motivational seminars or webinars. Relevant topics to be considered may include but are not limited to mental wellness, emotional intelligence, and financial literacy.

5.     Understand that your marketing team is your secret weapon

Don’t forget that the entire essence of employer branding is to market your company to potential employees. The expertise of your marketing department will be vital in executing your employer’s branding ideas. Tableau displays this beautifully on its website.

Figure out what you want your brand to communicate, then leave the execution to the experts. After all, that’s what you’re paying them to do!

6.     Shine on social media

An old adage says, “You never get a second chance to make a first impression.”  A point to note is that 52% of job seekers browse an organization’s website and social media to find more information about their prospective employer. Hence, it matters what you put out there.

With this knowledge, you can tailor-make your content to show potential candidates why they should apply to your company over any other. But be sure to remain transparent and authentic even as you post!

7.     Make provisions for employee reviews

It’s crucial for employees to feel safe enough to give honest feedback within an organization. Open communication channels ensure that you, as the employer, are held accountable. Additionally, it promotes unity and a healthy work environment.

Eventually, this translates to increased productivity of employees, which means that your company thrives at the end of the day. So it’s a win-win all around!


A company’s success depends on its reputation when all is said and done. An organization with poor employer branding risks losing employees to companies with a better reputation.

Employer branding

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Sara Paul

I enjoy supporting ad hoc work at Biz-buzz as a primary research analyst. I usually write about marketing, business, finance, IT, and HR topics on social media, as I am more into marketing and business. As a podcaster and award-winning creative marketer, I still enjoy my pie on my couch, as should all right-thinking people.


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