In today’s competitive job market, a strong employer brand isn’t just a nice-to-have – it’s an essential. Why? Because it’ll attract top talent, improve employee engagement and even boost customer trust. In this article we’re going to explore why a strong employer-brand strategy matters and how to implement one effectively.

What's employer branding?

The reputation your company has as a workplace. It’s current, former and potential employees’ perception of what it’s like to work for you. It includes your company’s values, culture and employee experience. 

Why is employer branding important?

1. It improves retention

Employees who work for a well-regarded company are more likely to stay engaged, loyal and productive. All of which will reduce turnover costs in the long run.

2. It builds customer trust

As well as affecting how employers see your company, your employer brand can shape how customers view you too. A reputation for treating your people well will almost certainly carry over to how the public see you.

3. It helps attract the best talent

Top candidates want to work for businesses that share their values, give them the chance to grow and have great workplace cultures.

A step-by-step guide to strengthen your employer brand

Building an employer brand that makes a difference requires strategy, consistency and commitment. Here are five steps to follow to do that effectively. 

1. Define your employer value proposition

Your employer value proposition clarifies the benefits, opportunities and values your company offers employees. It also forms the basis of your employer brand. That’s because it communicates what your people can expect from you when it comes to culture, opportunities for growth, work-life balance and recognition. Why is that important? Well, it’ll help you attract people with similar values to your own, increase employee loyalty and engagement, and differentiate you in a crowded job market. In short, it’ll make your employer brand more compelling and authentic.

To develop your value proposition, identify what sets you apart and makes your company a great place to work. That could be anything from committing to professional development to building an inclusive work culture. Think about:

• your culture
• your values and vision
• the benefits your offer
• the opportunities for career growth

It’s a good idea to involve your current employees in this process. One way to do this is by running internal surveys or focus groups.

Once you’ve established your value proposition, check it reflects both your company’s values and long-term goals. For example, if sustainability is one of your core values, your value proposition should show that you’re committed to being eco-friendly in the workplace.

2. Communicate your brand

A solid workplace culture doesn’t happen overnight. You’ll have to put in some legwork.

Be transparent and open
If your employees feel informed and involved, they’re more likely to stay engaged and satisfied. Keep people in the loop about company decisions and other news.

Live your values
Don’t just say you value something – show it. Create initiatives or policies that prove you’re committed to putting your values into action, every day. For example, if flexibility is part of your employer value proposition, make sure employees actually have it.  

Celebrate your wins
Share your employees’ success stories and hard work. That could be as simple as a shout-out in a team meeting. Or you could create a more formal recognition programme like monthly or quarterly awards. 

3. Build a solid online presence

Being visible online isn’t just about selling products or services. It’s also a brilliant way to build credibility for your brand. You could dedicate a section of your website to your company culture, for example.

Make sure you’re regularly posting on social media too. Share updates, employee achievements and testimonials, behind-the-scenes photos, details of company events, and so on. Don’t forget to engage with your followers either. Reply promptly to comments and messages to help build a sense of community, and show you’re invested in your brand.

Encourage employees to share positive experiences of working with you too. If they’re proud of where they work, they’ll naturally become authentic brand ambassadors.

Don’t forget that your job postings should also reflect your employer brand. Instead of just listing requirements, talk about the values, development opportunities and workplace culture that new employees can expect.

4. Invest in your employees

Today’s employees aren’t just looking for jobs – they want workplaces where they can grow. Investing in professional development is a great way to improve your employer brand. Make sure you offer lots of opportunities for skills training and career planning to help employees feel that their growth is a priority. This will make them more likely to invest in your company in return.

Wellbeing initiatives, like mental health support or flexible work hours, are another great way to show you care about your employees as people. And in today’s job market, they can be a powerful factor when it comes to choosing an employer.

5. Measure your progress

Building an employer brand isn’t a one-off task. You’ll need to regularly check how effective it is. One way to do this is by asking people their opinion of your company during the hiring process. Their feedback can give you valuable insights into what’s working well – and what needs improving.

Another way to check on the strength of your brand is using an employee engagement survey. Best Employers Eastern Region, our flagship employee engagement programme, could be your secret weapon here. Based around an anonymous employee survey, it’s a great way to find out what your people really think about you as an employer. Since it started in 2012, 45,000 employees have filled in the survey from 560 organisations. These companies are using the insights gained from their surveys to build inclusive and forward-thinking workplaces that put their employees first.

Best Employers is more than just a survey. We’ll collate your results and turn them into a report and action plan. These will summarise your people’s opinions on your employer brand, values and leadership style, and tell you what you might like to work on. We’ll also include benchmarking data comparing your results to other organisations in your sector and region.

To find out more about Best Employers 2025, head to the website.