Why you shouldn't ignore employer branding

Your employer brand is the reputation your organisation has as a place to work. It’s the story people believe about what it’s like to be part of your team.

An employer brand is made up of everything and anything that shapes how people view your company as a place to work. This could be your culture, values, leadership style, career development opportunities, benefits, and even the experience people have during the recruitment process. It includes what you say about working for your organisation, as well as what current and former employees say about you too. Your employer branding strategies will determine how you attract candidates and how long you keep them for. Creating a strong employer brand will help you to:

• Stand out in competitive talent markets
• Attract better-quality applicant
• Reduce hiring costs
• Boost retention and engagement
• Build credibility and trust with candidates before they apply

In a world where candidates research employers more than ever, employer branding shapes first impressions long before a job application is submitted and long after someone joins your organisation. So, are you controlling the narrative, or letting the market write it for you?

How to create a strong employer brand 

The good news is, you don’t need to overhaul everything at once. Good employer branding strategies include consistent, credible visibility. Which brings us neatly to the marketing tactics that make the biggest difference.

1. Display advertising - for broad reach and big impact

Display advertising is great for building awareness of your brand. It puts you in front of people who might be thinking about changing jobs, or who could have their heads turned (which is a surprising amount of people!) It’s a great way to plant seeds - the more familiar you are, the more likely people are to engage when they’re ready to move.

2. Digital out of home (DOOH) ads - for visibility in real places

Digital billboards, screens in shopping centres, gyms and train stations help you to be visible where your ideal candidates hang out. DOOH makes your employer brand part of their everyday landscape, boosting recognition and credibility without any hard sell.

3. Search engine marketing for recruitment

If display and DOOH are the top-of-funnel channels, search engine marketing for recruitment is your high-intent tool. When people search for particular roles based on what they’ve seen on display ads and out of home ads, your brand needs to be at the top of the search results page. Using search engine marketing for recruitment means you don’t lose warm candidates to competitors simply because they showed up first.

The bottom line

Employer branding ensures the right people know who you are, what you stand for, and why working for you is worth their time. Today candidates have more choice than ever before, so it’s more important than ever to show up in the right place at the right time.

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