What’s 'Employer Branding' and why does it matter?

Let’s be real, how your company is perceived as a place to work is very, very important. Employer branding is the reputation you build as an employer. It’s more than just flashy perks or a slick logo; it’s about your vibe, your values, and most importantly, how you treat your people. It’s what makes your company stand out, and the reason people are drawn to (or run from) your business.

But here’s something many companies overlook: employer branding isn’t just about attracting new talent. It’s also about keeping the talent you’ve already got. You know the saying, “Your employees are your best advocates”? Well, it’s true. Public praise and celebrating wins aren’t just for showing the outside world how great your company is; they also keep your existing talent connected to the company. When your people feel recognized, they stay engaged, and that helps them be better advocates for your employer brand. Your team writes the reviews on Glassdoor, talks about you at conferences, and pulls in new talent. So good employer branding starts with being a good employer.

Why it matters

A strong employer brand attracts top talent. A weak one? Well, it sends them straight for the exit. Employer branding gives you the chance to shout out loud to the world: This is why working here is amazing. It’s how you show people what makes your company unique, why they should want to be a part of your journey, and—most importantly—why they should invest their time (and talent) in you.

The Basics

• Know your talent audience: Who are you trying to attract? What do they care about? This is where it all begins. Get to know your “talent customer,” and speak to them in a way that shows you’re on the same page.

• Show your real culture: Ditch the stock photos and the “We’ve got a ping-pong table!” clichés. Show the real deal. Share what it’s like to work with your team—the highs, the lows, the laughs, and the hard work. Let people see what makes your workplace you.

• Be clear about who you are (and aren’t): Not everyone will be the right fit for your company, and that’s okay. Embrace it. Be clear about who you are, what you stand for, and who you’re looking for. Focus on attracting the people who truly align with your vision.

• Screen the Internet for public feedback and reviews: In today’s world, online reviews and feedback are an open window into your employer brand. Whether it's on Glassdoor, LinkedIn, or other platforms, your current and former employees are sharing their experiences. Stay proactive, search for reviews and monitor what’s being said. Knowing where your company stands will help you respond appropriately and manage your reputation.

  Here’s the thing: It's not about ignoring negative reviews or pretending everything is perfect. Instead, Listen, Reflect, and Improve. Listen to the feedback, reflect on what you can do better, and then take action to improve your workplace. Showing that you take feedback seriously and are committed to improving builds trust with both existing employees and potential candidates.

• Representation matters: both inside your company and in how you present yourself to the world. Be sure your employer brand showcases diversity, inclusivity, and authentic representation of all types of people. Whether it’s in your imagery, your values, or the voices you share, make sure every potential candidate can see themselves as part of your team. When people feel represented and included, they’re more likely to want to be a part of your mission.

Getting Started

Now that you understand the importance of employer branding, let’s talk about how to get started. The first step is figuring out where your brand is going to live. It’s not just about a job description, it’s about every touchpoint someone has with your company. So where do you start?

• Your website and job page: This is your first impression, so make it count. Don’t just list responsibilities, show what it’s really like to work with you. Add some personality, give a sneak peek into your culture, and make it easy for people to see what they're signing up for. What does your company do? What are your core values? How do you make money? And, most importantly, showcase the real people who make it all happen. Let potential candidates see who they’ll be working with, and why your team is the heart of your business.

• LinkedIn and job boards: These are great places to get your message out there. But make sure your presence is more than just a list of open roles. Share content that gives candidates a taste of what life at your company is really like. Write blogs, make videos, and share the wins and the things you're working on publicly. This not only attracts new talent, but also keeps your current employees feeling engaged and proud.

• The tone of voice: People should immediately get a sense of your company’s vibe when they read your job posts. Be authentic, whether that’s casual and fun, professional and polished, or somewhere in between.

• Customer journey: Think of it like a roadmap for how a candidate experiences your company from start to finish. From your job ads to the interview process, every step should feel cohesive and engaging. A seamless candidate journey builds trust and shows you care about the experience from both sides.

• Visual Story: Pictures speak louder than words. Show off your work environment, your team in action, or even casual moments that make your company feel real. Let candidates see themselves in the pictures or videos. When they can visualize their life at your company, they’re more likely to feel a connection and get excited about the opportunity.

So are you ready to build a stronger employer brand?

By weaving these elements into your employer branding strategy, you’re not only attracting the right people to your team but also fostering loyalty and engagement among the talent you already have. At the end of the day, your employer brand is a reflection of how you treat your people—so take good care of them, and they’ll take good care of your brand.

Having worked on employer branding for the past 7 years, I’ve seen firsthand how impactful this approach can be. If you're feeling like you could use a little help getting started or improving your employer brand, I’m here to support you. Let’s work together to make sure your company is the place top talent wants to be!

Cheers,

Maaike