How to improve your employer brand.

This Employer Branding Awareness Week take a step back and look at how prospective employees perceives your business.

We take a look at ways to find out how your brand is viewed outside of your business and what can be done to improve it.

How to improve your employer brand. Feature

A bad employer brand could be damaging your company more than you realise, worse still, it could be detracting top talent from applying to your company. Can you turn a bad employer brand around and start attracting top-quality candidates to your businesss?

You may be asking yourself, what is employer branding? It is the term used to describe a business' reputation to potential candidates and simultaneously communicating the business' values to current employees. It is one of the main aspects a prospective employee looks at when applying for a new job. Whether you have attempted to create one or not, your business has an employer brand. If job seekers have a negative view of your business, it could be affecting the quality of applicants applying for a position.

During 'Employer Branding Awareness Week,' why not sit down and assess how your business is perceived externally and what you can do to make it the best it could possibly be.

Your brand is one of the most important tools that a company can have, by having a positive employer brand that accurately reflects your business, it will help you to attract top-quality candidates when recruiting. The 2019 survey by Wonderful Workplaces (i) revealed,

- 94% of candidates would consider an employer’s brand when applying for a job

- 45% of passive job seekers would apply for a job with a brand if that company had an amazing reputation

To improve your employer brand, you first need to establish your current reputation. There are a few ways to do this, but the top of the list should be to ask your existing employees – the best way to do this is through anonymous surveys, where employees can be open and honest in their opinion of the business. What do they like or do not like? What do they think could be improved? Would they recommend working for the company to a friend? 

Other ways to assess how your business is perceived, beyond your employees, is to look online through conducting reputation monitoring and checking live reviews on websites, like Glassdoor, to see what has been written by current and former employees. After all, those negative reviews could be putting off prospective employees and stopping you from acquiring the talent you deserve.

With Careerarc (ii) reporting that only one in five applicants would apply for a company with a bad reputation, make sure that no stone is left unturned when searching for what's written about you.

As a result of analysing your research, it is time to create a mission statement for your company that accurately reflects the moral and ethical beliefs that embody your company before putting it into action. Your mission statement needs to be more than words - it has got to encompass every aspect of your business. Gone are the days of saying you put the well-being of your employees first by having a pool table in the break room or providing breakfast on a Friday. Instead, does your workforce have access to a mental health counsellor whenever they need it or, do you give them an extra day off each month to help them reconnect with friends and family post lockdown? Every interaction and initiative is a chance to improve your brand. Your actions speak louder than words – what are you doing to make sure your workplace is the best it could be for current and future employees?

Having a clear message about what your organisation stands for and managing your reputation will help you attract a higher quality of applicants during future recruitment drives. LinkedIn reported in their Employer Brand Statics report (iii) in 2020 that they found organisations with great employer brand have seen a 50% reduction in Cost Per Hires.

The first chance new employees get to get a true insight into an organisation is during the onboarding process. Do you want that first impression to be one of a caring and organised company or one that is disorganised and leaves new staff to figure it out themselves? An unorganised and chaotic onboarding process is twice as likely to drive those new starters to keep searching for another job – causing you a headache in a few months when you have to rehire and start the recruitment process again!


Build an onboarding process that will give the best first impression.

Reach is on hand to build an onboarding process that your company would be proud to use as an introduction to your company. By having all new your starter documents in the same place, you can cut down on paperwork, filing systems, and the time it would take to issue and receive the forms. Reach will allow you to cut down the time spent on recruitment admin and letting you focus on personally welcoming your new employees into your awesome company.

To find out more about how Reach ATS can benefit your business, call us on 01527 574408 or email us at [email protected].




London Taxi Company

"REACH saved our organisation £300,000 last year."

Sharon Goymer, HR Manager