Why a Strong Employer Brand is Key for Winning the War for Talent

By Sarah Woodhouse, AMBITIOUS

UK businesses are facing intense competition in attracting and retaining top talent. According to a recent ManpowerGroup report, 75% of UK business corporations are struggling to fill roles, with industries such as IT, healthcare, engineering, and construction being particularly hard hit. With talent scarcity on the rise, having a well-defined and communicated employer brand is no longer a nice-to-have, but a necessity.

The great talent shortage

The UK’s talent market, still driven by post-pandemic shifts and evolving worker expectations is also facing shortages driven by Brexit and demographic changes. These impacts combined leaves businesses scrambling to find the skills they need.

This competitive job market means employers need to differentiate themselves from others if they are to attract high-quality candidates. This is where a strong employer brand can make all the difference.

What is an employer brand?

An employer brand is much more than your reputation as an employer. It’s the entire perception people have of your organisation, including your company culture, values, and the employee experience. A compelling employer brand tells a story that resonates with both potential and current employees, making them feel like they belong and want to be part of your journey. Crucially, it must be authentic, aligned with your corporate brand, and actively communicated across various channels, including social media, job boards, and your company’s own platforms.

A successful employer brand helps potential candidates understand what your organisation stands for, what makes it unique, and what they can expect if they join. It also allows you to showcase your commitment to providing a positive working environment, opportunities for growth, and, increasingly, how you contribute to social and environmental causes.

In an era where employees will consider quitting if an employer doesn’t share their values , crafting an authentic employer brand that reflects the essence of your organisation can tip the scales in your favour.

Why organisations need an employer brand

According to Glassdoor, companies with strong employer brands see a 50% reduction in the cost per hire. When your organisation’s reputation precedes you, the best talent will come knocking on your door without the need for expensive recruitment campaigns. You’ll also enjoy higher retention rates, as employees are more likely to stay with a company whose values and culture they identify with.

With talent in short supply, candidates have the luxury of being selective. In this environment, an employer brand that communicates stability, career growth, and a strong company culture can be a defining factor. Not only will it attract the right candidates, but it will also give your business a competitive advantage, helping you thrive even when the talent pool is limited.

What to highlight to potential employees

For your employer brand to resonate with candidates, it needs to reflect the aspects of your organisation that matter most to them. Here are some key areas to highlight in your employer branding communications:

Company culture: A positive, inclusive, and flexible company culture is one of the most important aspects that candidates look for. Highlight how your organisation fosters collaboration, values diversity, and supports work-life balance. Be transparent about how employees can expect to grow and contribute within your organisation.

Career development opportunities: Candidates are drawn to employers that offer opportunities for professional growth. Share how you invest in employee training, provide clear career progression paths, and nurture internal talent. Highlight any mentorship programmes or support for further education.

Sustainability and ESG: Today’s employees want to work for companies that have a positive impact on society and the wider environment. Your employer brand should reflect your sustainability and ESG initiatives, whether it’s through carbon reduction efforts, charitable partnerships, or your commitment to diversity and inclusion.

Flexibility and work-life balance: In the post-pandemic world, flexible working arrangements are a key priority for many candidates. Showcase how your organisation supports hybrid or remote working and what measures are in place to help employees manage their work-life balance.

How to get current employees involved

One of the most effective ways to strengthen your employer brand is by involving your current employees. After all, who better to communicate the benefits of working at your organisation than those who live it every day? Authentic, employee-driven content can lend credibility and relatability to your employer brand.

Here are a few strategies to get employees engaged in employer branding:

Employee advocacy: Encourage employees to share their positive experiences on social media and other platforms. Creating a culture where employees feel proud to talk about their workplace can have a significant impact. In fact, content shared by employees generates eight times more engagement than content shared by a brand’s official channels.

Testimonials and case studies: Feature employee testimonials or case studies on your careers page and in recruitment content. Potential candidates are much more likely to trust the experiences of current employees than a corporate voice.

Involve employees in recruitment: Get employees involved in the hiring process. Whether it’s through referral schemes or having them participate in interviews, your staff can help attract like-minded candidates who will fit well with your company culture.

Attracting a diverse workforce

A strong employer brand is also a key driver in building a diverse and inclusive workforce. When you showcase your commitment to diversity, equity, and inclusion (DEI) in your branding efforts, you naturally appeal to a broader range of candidates.

Emphasising diversity in your messaging and making it clear that your organisation celebrates and supports different perspectives will not only help you attract talent from varied backgrounds but also enrich your company culture and drive innovation.

In a competitive talent market, a well-crafted employer brand can be the difference between attracting top-tier talent and struggling with vacancies. Remember, it’s not just about standing out—it’s about standing for something that people want to be part of.