Unlocking the Power of Employer Branding: Attract, Engage, and Retain Top Talent 

by: Michelle Krier, Senior Vice President, Marketing |
October 18, 2023
Man staring out from a crowd

A brand is more than just a logo or a catchy slogan—it’s a promise. For consumers, brands like Apple signal innovation, creativity, and intuitive design. But branding isn’t just for customers; it’s equally vital in the world of talent acquisition.

Your employer brand is the promise you make to your employees and candidates about what it’s like to work at your company. And in today’s competitive talent market, that promise can make or break your hiring success. 

According to our Q1 Hire Report, optimism for 2025 centers around the power of a strong employer brand. When asked, “What are you MOST optimistic about in 2025?” the top response wasn’t just about finding great talent or improving the candidate experience—it was about strengthening the employer brand. 

What is employer branding? 

Employer branding is the perception of your company as a place to work. It’s what employees and candidates experience when interacting with your organization—from what gets them excited to come to work in the morning to how they feel about growth opportunities and company culture. It answers key questions: 

What’s it like to work here? 
Will I feel valued and supported? 
Does this company align with my values? 

A strong employer brand is built intentionally through every interaction—from job descriptions and interviews to onboarding and employee engagement. It’s not just about polished social media posts or a fancy careers page; it’s about creating an emotional connection that attracts, engages, and retains top talent. 

Your employer brand should be an authentic extension of your corporate brand. A strong corporate brand communicates expectations to customers, while an employer brand sets expectations for employees. If a corporate brand is a promise to consumers, an employer brand is a promise to your team.   

“Your brand is what other people say about you when you’re not in the room.” — Jeff Bezos 

Why is employer branding important? 

A strong employer brand is essential for talent acquisition and employee retention. Organizations that live up to their brand promises attract top talent more easily and build loyalty among employees. 

Consider this: 92% of employees would consider leaving their current job for one with a company that has an excellent employer reputation—even without a salary increase. Conversely, more than 80% of candidates won’t consider applying to an organization with a poor reputation. This demonstrates how critical it is for companies to invest in shaping their employer brand. 

Beyond attracting talent, a strong employer brand sets clear expectations for candidates and helps them decide if your company is the right fit for their career goals. When you deliver on those promises, employees are more likely to stay with the company, reducing turnover and increasing engagement—just as customers stick with brands that deliver on their promises. 

Need more proof? Check out these stats on the ROI of a strong employer brand: 

  • 50% lower cost-per-hire for companies with strong employer brands 
  • 28% reduction in turnover rates when employees feel connected to company values 
  • 75% of job seekers consider an employer’s brand before applying 
  • 92% of employees would leave their current job for a company with an excellent reputation—even without a salary increase 

How to build a compelling employer brand 

Your employer brand starts with a deep understanding of your people and their experiences. Here are five steps to help you define and strengthen your employer brand: 

1. Define your EVP (Employee Value Proposition) 
Your EVP is the core of your employer brand. It’s the commitment you make to your employees and candidates and what you pledge to deliver in terms of culture, career development, and overall employee experience.  It answers the question, “Why should someone work here?” To define your EVP, consider factors like company culture, growth opportunities, benefits, and work-life balance. 

2. Listen to employees and candidates 
To effectively shape your employer brand, listen to your workforce—past, present, and future. Conduct surveys, analyze feedback from review sites, and use social listening tools to understand how employees and candidates perceive your organization’s promises and how well you deliver on them. This is not a one-time activity, though. Establish regular feedback loops to ensure you maintain a clear picture of your employer brand’s health.  

3. Align with your organization’s core values and mission. 
Your company’s mission and core values should serve as the foundation of your employer brand. This alignment not only strengthens your brand identity but also resonates with employees who feel a sense of purpose in their work. Employees who believe in your organization’s mission are more motivated, engaged, and fulfilled. 

4. Leverage employee stories 
Real voices make your brand more relatable. Share testimonials, “day-in-the-life” spotlights, and success stories to give candidates an insider’s view of your company. 

5. Align internal and external messaging 
Make sure what you say externally matches the actual employee experience. Misalignment can damage trust and hurt your employer reputation. 

Ready to define or leverage your employer brand? 

A well-defined employer brand is a powerful tool for building a committed workforce. It can reduce hiring time, lower turnover rates, and improve overall recruitment efficiency—all while reinforcing your corporate brand and boosting your bottom line. 

At Advanced RPO, we help organizations uncover, define, and leverage their employer brand to improve recruiting results, reduce turnover, and create workplaces where employees thrive. Reach out if you need help building an authentic and compelling employer brand to attract and retain top talent for your organization.