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Employer Branding



Employer branding is a company’s reputation as a workplace, to the outside world. It’s the image you, as a business, project to recruit and retain top talent and about how appealing your company is to potential employees to work at.

CIPD research defines an employer brand as ‘…a set of attributes and qualities, often intangible, that makes an organisation distinctive, promises a particular kind of employment experience, and appeals to those people who will thrive and perform best in its culture‘.

A strong employer brand helps a company to attract top talent, improve employee retention, and boost employee engagement.

Why is Employer Branding Important?

All organisations need to understand what their employees, stakeholders, and customers think of them. Think of it like this: your company brand attracts customers, while your employer brand attracts employees. Both are crucial for success.

In today’s competitive job market, it’s more important than ever for companies to have a strong employer brand. With so many businesses vying for the attention of the best and brightest workers, a strong employer brand can help you stand out from the crowd.

The ultimate goal of employer branding is to be seen as the “employer of choice” in your industry. This can give you a significant advantage in attracting and recruiting the best. Ensuring you keep your employees happy, will benefit your business with increased productivity, lower turnover rates, and a stronger overall business.

Some of the benefits of having a strong employer brand:

  • Attract top talent: When talented candidates are considering a new job, they’ll be looking for a company that can offer them more than just a paycheck. A strong employer brand will help you to attract the best and brightest workers.
  • Improve employee retention: A strong employer brand can help you to improve employee retention by creating a workplace where employees feel valued and appreciated. When employees feel like they are being well financially rewarded, as well as valued by their employer, they’re less likely to leave for another job.
  • Boost employee engagement: A strong employer brand can help you to boost employee engagement by creating a workplace where employees feel llike they’re making a difference. When employees are engaged, they’re more productive and more likely to go the extra mile.
  • Reduce recruiting costs: A strong employer brand can help you slash your recruiting costs by attracting more qualified candidates and reducing the amount of time it takes to fill open positions.

How to Build a Strong Employer Brand

There are a number of things you can do to build a strong employer brand. HR teams need to play their part by working collaboratively with colleagues in marketing, public relations, internal communications, and corporate responsibility, to share expertise and achieve maximum benefits from developing a strong employer brand.

  • Focus on your company culture: Your company culture is the heart of your employer brand. It’s the personality of your business and what it’s like to work there. Make sure your company culture is something that you’re proud of and will appeal to your target audience.
  • Develop a compelling Employee Value Proposition: Salary packages and Benefits are an important part of any employer brand. When potential employees are considering a job offer, they’ll be looking at the full package, not just the salary and benefits package. Career Development, Environment, and Culture are just as important, so it’s key to ensure your offer is, at least, competitive with other employers in your industry.
  • Promote your company culture: Once you’ve developed a strong company culture, be sure to promote it! Work with your internal end external PR and comms team, through your social media channels and your careers page. Work closely with your HR department to embed this into your employee recruitment and onboarding process.
  • Get your employees involved: Your employees are your best brand ambassadors. Encourage them to share their positive experiences working at your company on social media and other online platforms.
  • Be authentic: Don’t try to be something you’re not. Your employer brand should be authentic and reflect the true culture and values of your company. It’s important that the Employer Brand is not just rhetoric restating the organisation’s values, but reflects the actual experience of its employees.
  • Ethical Practice: developing an employer brand requires careful consideration of ethical practice. Both ESG and DEE&I have become essential and expected for brands. Employees and potential candidates look to their Employers to take a lead.

Work with your recruitment team

Most important in this process is to ensure that both your internal and external recruitment teams fully understand the company’s Employer Branding and Employee Value Proposition. They must be accurately communicating this to all potential candidates. 

In today’s highly competitive market, Candidates look to a company’s EB and EVP.  Since Covid-19, this has become even more relevant. Long gone are the days when a salary, a travel card loan, and Friday drinks were considered generous. 

At BoldMove, before starting the PR and comms recruitment process, we work closely with our clients to help clearly understand their Employer Branding and Employee Value Proposition. Our job is to share the best and most rewarding opportunities with the candidates. We know that it’s important to them to work for a company with strong values that align with theirs, as well as provide them with a good financial and benefits package.


Employer branding is an important part of any talent acquisition strategy. Developing a positive and strong employer brand will help you attract and keep top talent.

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