Employer branding and how to do it

Having an attractive website, writing nice job profiles and relying on your most outgoing line manager to dazzle interviewees will no longer cut it in the cut and thrust of the labour market, especially when we are talking about the most in demand fields like software development and devops.


Competition is strong then ever as a Recruiters job navigates more towards that of a Marketeer. With Millennials and (soon Generation Z) being the focus of recruitment campaigns, employers need to hone their attraction techniques if they are to stand a chance. Millennials don’t do talking, they do clicking.


The starting point


How is your organisation perceived both internally and to new prospective employees?

Breaking this down this equates to how your company is viewed, how your employees conduct themselves, and what is it like to work for your organisation. Done well employer branding gives organisations the opportunity to portray themselves as a great place to work full of passionate, fun-loving people all focussed on creating novel, even life changing products.


Enhancing your employer brand


Consider how to communicate the key factors in branding: values, personality and culture. Do this by answering the following questions:

  • What are the most attractive and compelling attributes of the organisation to both current and potential employees?
  • What are the current perceptions of working within the organisation?
  • What are the typical characteristics and attributes of employees that have been successful within the organisation?
  • What skills gaps do you foresee in the near future?
  • Where do you want to go in the future?



The Attraction process


When advertising or approaching candidates the quality of your offering will directly represent the quality of your responses. So a quick job profile recycled from 2012 is not the way to stand out from the crowd. Here’s how to strengthen your employer proposition:


  • Promote culture, rewards and flexibility
  • Show what success in the organisation looks like
  • Introduce current employees (where possible, i.e. on your careers page)
  • Promote awards and accreditations such as ‘Top 100 employers’ or ‘Investors in People’
  • Promote your commitment to career development and training
  • Reject with courtesy, therefore encouraging unsuccessful applicants to become ‘followers’


Live the brand


Employer branding can be the kick-start your organisation needs to effect cultural change, but only when your external image is either aligned to the internal reality or a strong message of intent is widely communicated. Your employees will be your strongest brand ambassadors, or your biggest critics so choosing who represents the organisation with interviews is worth consideration.

The best employer brands accentuate the positive aspects of the organisation but are also realistic and create a picture people can relate to.


The benefits of a strong employer brand


Employer branding should be a coherent end to end programme that start with candidate attraction but includes onboarding, training and development, support, career paths, benefits and incentives, right through to a gracious exit from the organisation and beyond.


  • Expect improved application rates and quality
  • Build talent pools consisting of brand advocates waiting for the right opportunity to join
  • Increased engagement and motivation from employees means increased productivity and retention rates
  • See the benefits of horizontal hiring, with your employees doing some of the attraction
  • Lower spend on advertising and recruitment agencies




Advising on and developing employee branding forms part of the Start-up recruitment process outsourcing services offer by Affinity. Get in touch to see how this could benefit your organisation at info@affinitytalentsolutions.com

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