Competition is tight for employers who are finding it extremely tough to locate the talent they need to grow. As a result, recruiters need to take their own brand and processes more seriously, as they can’t simply rely on talent to come to them.

Studies show that employer branding matters to job seekers. According to LinkedIn:

1. 72% of recruiting leaders believe employer branding matters.
2. 39% say employer branding is something to focus on for the long term.
3. 55% have a proactive branding strategy.
4. 75% of job seekers take employer branding into account before they apply.

What is employer branding?

Employer branding is a process in which businesses use marketing strategies to promote their company as an attractive place to work and to differentiate it from its competitors.

“Recruitment IS marketing. If you’re a recruiter nowadays and you don’t see yourself as a marketer, you’re in the wrong profession” - Mathew Jeffery, Global head of sourcing and employment brand at SAP.

The objective of employer branding is to attract, engage and retain the best talent, as well as to increase employee engagement and productivity.



At its core, employer branding is about understanding what potential employees are looking for and leveraging those insights to create an image of the company that resonates with the right people. It is about increasing a company’s visibility, building trust and credibility, and creating a strong employer brand identity.

The employer brand encompasses the company’s values and culture, the benefits and perks it offers, its vision and mission, and its career and development opportunities. Employer branding also helps to ensure that the company is represented in a positive light and will help recruiters to attract & retain top talent.

Activities involved in employer branding

Employer branding activities can include social media campaigns, website content, job postings, employee interviews, recruiting events, workplace tours, and workplace videos. It’s important to stay on top of what’s trending in the industry and to be aware of what potential employees are looking for in their next job.



The most successful employer branding strategies focus on how a company treats its employees rather than just on the services or products it provides. They focus on creating a positive and attractive working environment that appeals to the right people and encourages them to stay.

Ultimately, employer branding is about creating a positive image of the company that resonates with potential employees and makes them eager to join the team. Exceptional employer branding contributes to a company’s success by helping to attract and retain the best talent and increasing employee engagement and productivity.

Here’s how to develop your employer brand:

1: Define your employer brand
Your employer brand is the way you portray your company. Develop a clear and concise statement of your employer brand that reflects your company’s culture, values and mission.

By promoting your company through effective branding, candidates will be able to get a feel for the company culture and quickly be able to see if a job is a good fit for them. Equally, employer branding helps recruiters to find candidates that match company values and culture.

2: Invest in recruiting
Invest in recruitment and hiring resources to ensure your employer brand is represented in ads, communications, recruitment channels, and personnel.

This includes developing strong job descriptions, creating a streamlined recruitment process and investing in technology to attract and retain top talent.

Hiringmaster provides branding options to ensure your communications are sleek and on-brand.

3: Measure and optimise
Measure and optimise your employer brand to ensure you are accurately representing your company. For example, gather feedback on new employees to refine future hiring plans. You can also assess engagement stats on social media and recruitment channels.

4: Leverage employee engagement
Leverage employee engagement to amplify your employer brand.

Engaged employees are more likely to spread positive messages about your company, so retaining employees and building long-term positive relationships with them is vital. This will greatly assist the transmission of company values from one employee to another.

5: Utilise Social Media
Utilise social media to promote your employer brand. Create content that reflects your company’s values and mission and use it to engage with potential and current employees.

6: Focus on Employee Experience
Focus on the employee experience to ensure you are delivering on your employer brand promises. Invest in employee benefits, workplace amenities and learning and development opportunities to ensure your employees are engaged and motivated.

Developing employer brands

The first step to successful employer branding is identifying elements of the business that to emphasise during recruitment. This includes highlighting the company's mission, values, and culture. It is also important to consider the organisation's competitive advantages, such as competitive salaries and benefits, flexible working hours, and a unique work/life balance.



It’s also essential to highlight the advantages of working for the organisation, such as career development opportunities, meaningful work, and a supportive environment.

Employer branding also involves creating a solid online presence. Social media accounts provide insight into the business and give candidates an idea of what it’s like ‘behind the scenes’.

Finally, it is important to stay on top of trends in the recruitment industry. This includes monitoring the job market and delivering impactful candidate experiences.

The role of software
Recruitment software like Hiringmaster incorporates branding to keep communications between employers and candidates consistent.

Utilising software to streamline the recruitment process benefits both employers and candidates by providing timely communications about the progress of applications, interviews, job offers, onboarding, etc.

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Employer branding with Hiringmaster

Hiringmaster offers a suite of tools for recruiters. Our platform benefits both the business and candidates by enabling businesses to deliver an exceptional candidate experience that increases hiring outcomes.

Hiringmaster contains custom branding options to keep communications on-brand. By centralising recruitment communications and keeping team members up-to-date with the process, businesses can effectively cut through the noise and advertise their unique employer brand.

Register for a free demo today and discover what Hiringmaster can do for you!