Is your employer brand deterring top talent?

When it comes to branding, most businesses focus on presenting themselves in the best light to their customers. Not as many consider how they might appear to job candidates - but if you’re not building your employer brand, you could be missing out on some excellent candidates.

Is your employer brand deterring top talent? Feature

In today’s increasingly connected world, it’s never been easier for candidates to find out what it’s like to work at your organisation. In fact, research has shown that 75% of candidates consider an employer’s brand before they even apply for a job[1]. This means that if your employer brand isn’t up to scratch, you might be deterring candidates before they even engage with your recruitment process. 

So you have to ensure that your employer brand is polished across all the potential channels that candidates could use to gain an impression of your business, from your website to your social media profiles. Having strong, consistent branding across these channels can help your business to stand out in a competitive hiring market and encourage top talent to choose your organisation over your competitors. 

Ready to start building your employer brand? Here are our top tips…

Put your people first

Before you do anything else, you should engage with your current workforce - as they already work for you, their insight can be incredibly helpful when it comes to define (and in some cases, improve) your employer brand. Ask for their thoughts on the good and the bad elements of working for your company and be ready to take all of their feedback on board.

You can then feed any positive aspects they highlight - perhaps provide great flexibility for your employees, for example - into your employer brand, and take action to improve any areas you’re not doing as well in to ensure you’re providing the best possible working environment for your employees.

Tell the truth

However you choose to portray your company’s culture, make sure it’s truthful, as candidates will see through any attempts to ‘fake’ a positive employer brand. Candidates trust a company’s employees 3x more than the company to provide credible information on what it’s like to work there[2], and with websites like Glassdoor making staff reviews readily accessible to candidates, it’s never a good idea to pretend to be something you’re not.  

So be honest about your company’s culture and provide proof to support your claims wherever possible. Promote your perks - if you put lots of investment into training your employees, for example, share images and posts on social media showing the different types of training they’re receiving. Presenting an accurate depiction of what it’s like to work for you should also help you to find candidates that are the right fit for your company.

Take a human approach

When people are deciding which roles to apply for, they’re unlikely to only consider the job role itself - many candidates will be just as interested in the social and cultural aspects of the job. By taking a human approach to your employer branding, you’re far more likely to engage these candidates than by presenting them with a faceless  corporate image.

You can do this in a number of ways, such as showing the ‘fun’ side of working for your business on social media. If you’re taking your employees on an away day or a Christmas night out, for example, make sure you’re mentioning this on your website or your Instagram page! You should also ensure that all of your interactions with candidates feel personal, so that they can get a feel for the way that your organisation communicates - so make sure your organisation’s unique tone of voice comes through at all times.

Build your best employer brand with Reach ATS

At Reach, we understand how important it is for your organisation to attract the best candidates, so we make it easy for you to promote your employer brand throughout the hiring process. With our ATS, it’s simple to ensure every candidate gets a clear idea of your culture, as you can personalise everything from your job ads to the way you invite your candidates to interview.

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




St John Ambulance

We use Reach to hire several thousand volunteers each year and employees across all departments from Administration to IT to HR. We've recruited some great talent through the Reach system.

Emma Evans, HR Manager