Put yourself in the shoes of someone about to apply to your company. How do they see you? What do they already know about your organization? Are they excited about the opportunity, or are they unsure of what to expect? These questions go beyond job descriptions—they delve into how your company is perceived as a place to work, also known as your employer brand.
Employer branding is the way you showcase your workplace culture, values, and employee experience to attract and retain top talent. It’s about creating an identity that potential candidates and current employees are proud to associate with.
As an employer, a strong brand can help you stand out, build trust, and foster loyalty. This article highlights just that—how your company can appear attractive to the best and brightest talent.
What is Employer Branding?
Employer branding describes how you shape and communicate your company’s reputation. It reflects how your organization is perceived by potential job candidates, current employees, and the wider public.
While employer branding focuses on your identity as a workplace, corporate branding highlights your organization’s overall reputation among customers, investors, external stakeholders, and the general public. Together, they form a cohesive image, but employer branding specifically addresses the employee experience.
Why Employer Branding Matters
A strong employer brand isn’t just a look-good marketing strategy—it’s a practical investment in your company’s future. Here’s how employer branding delivers measurable benefits:
Helps attract top talent
A compelling employer brand can turn the heads of skilled professionals, even those who may not be actively job-hunting. For instance, companies like Google are renowned not just for their innovative products but for their commitment to employee satisfaction, sustainability, and work-life balance.
When candidates see that your workplace aligns with their values and career goals, they’re more likely to apply.
Helps retain current employees
Employer branding doesn’t stop at recruitment but continues to play a crucial role in keeping your existing workforce happy. Employees who feel valued, supported, and proud of their workplace develop into loyal team members, helping reduce turnover rates.
This factor is crucial, considering how expensive employee turnover is. Replacing a single employee can cost twice or more of their salary. Building a positive brand helps minimize turnover and save resources.
Reduces recruitment costs
A well-established employer brand can significantly lower hiring expenses. With your company’s positive reputation, more candidates will be quick to respond to your job ads.
Boost company reputation
As mentioned, employer branding and corporate branding work synergistically. Think about how it might look to customers if a company with a good corporate image has a reputation for neglecting employees. Similarly, a great employer brand won’t be much help if a company’s corporate branding performs poorly to the public.
Your employer brand contributes to your organization’s credibility and trustworthiness, both in the job market and the business world. When employees speak positively about your company, it enhances your reputation not only as an employer but also as a reliable business.
How to Improve Employer Branding: 6 Ways
Building a strong employer brand requires intentional effort and a clear understanding of what makes your company unique as a workplace. You can create an authentic and appealing identity that attracts the right talent and strengthens your organization from within by focusing on specific strategies.
1. Define your employee value proposition (EVP)
Your is what sets your company apart as an employer. It encompasses the unique benefits, values, and experiences you offer your employees.
For example, a tech company might emphasize its cutting-edge projects, while a nonprofit may highlight its social impact.
Clearly defining your EVP ensures that your messaging resonates with candidates who prioritize what you have to offer.
Oatly is a company that produces non-dairy substitutes. Thanks to the recent rise in popularity of such products, it has rebranded to be a fun, hip company that doesn’t take itself too seriously—perfect for its target market and primary talent pool. Its EVP follows the corporate brand of being less serious and, therefore, much more appealing to candidates.
2. Promote a positive work culture
As Nicolai Chiong, Marketing Manager at Manila Recruitment, aptly puts it, “Company culture is a part of your organization’s identity. Much like one’s own personality, you cannot please everyone. However, you can position your organization to appeal to your target candidates based on how you express your company culture through employer branding.”
This perspective underscores how a well-defined company culture can serve as a powerful foundation for employer branding, attracting talent that aligns with your values and skills needs.
Work-life balance initiatives, for instance, can help achieve that type of positive work culture that’s so attractive to today’s professionals.
3. Leverage employee advocacy
Your employees are your best ambassadors. Encouraging them to share their positive experiences—whether through testimonials, social media, or referrals—can significantly enhance your employer brand.
For instance, companies like HubSpot encourage team members to post about their day-to-day wins and the company’s supportive culture, creating authentic and relatable content that attracts like-minded talent.
4. Optimize your online presence
Your online presence is often the first impression potential candidates get of your company. Ensure your careers page reflects your EVP, values, and culture. Social media platforms can highlight your regular activities, while positive reviews on Glassdoor or Indeed can reinforce your brand.
Ideally, your website includes a visually appealing careers page with employee testimonials and behind-the-scenes content to humanize your brand and build trust.
5. Showcase employee success stories
Nothing illustrates your employer brand better than real examples of growth and achievement within your company. They also serve the purpose of publicly celebrating employee achievements.
Share testimonials from employees who have advanced their careers or achieved personal milestones with your support. Here, spotlighting a junior employee’s journey to a leadership position can demonstrate your commitment to professional development.
6. Invest in employer branding campaigns
A worthwhile project is to collaborate with marketing and HR teams for campaigns that enhance your employer branding. These efforts may include videos showcasing your company culture, social media campaigns celebrating employee milestones, or recruitment ads that highlight your EVP.
Just make sure your efforts feel authentic. Unlike customers, employees will eventually see “behind the curtain” of how your business functions. If your employer branding doesn’t align with the actual employee experience, it can lead to dissatisfaction and high turnover.
Transparency and consistency between your messaging and workplace reality are key to building trust. Employees who feel that your branding reflects their genuine experience will be more willing to become advocates for your company.
Measuring the Effectiveness of Employer Branding: KPIs and Metrics to Track
Alongside implementing employer branding strategies, you should also assess their impact. Tracking key metrics lets you identify what works and what areas need improvement. While there are many potential employer branding indicators, here are some of the essentials:
1. Time to hire
This metric is the average time it takes your team to fill a role, from posting the job to a candidate accepting the offer.
A shorter time to hire may often indicate a strong employer brand because candidates are more likely to apply and move through the recruitment process quickly. Efficient hiring processes not only save time but also help secure top talent before competitors do.
2. Quality of hire
Quality of hire reflects the percentage of new hires who meet or exceed your hiring checklist during their initial period. This metric demonstrates how well your employer brand attracts candidates with the right skills, qualifications, and cultural fit.
It should go without saying that a clear and authentic employer brand can attract professionals who align with your values, leading to better long-term success.
3. Cost per hire
Cost per hire tracks the total recruitment expenses divided by the number of new hires. This measurement includes advertising, agency fees, and onboarding costs.
A strong employer brand can reduce these expenses by encouraging organic applications and referrals, minimizing the need for costly external recruitment efforts. Lower hiring costs also indicate greater efficiency in the hiring process.
4. Employee retention
Retention rates measure how well your company keeps employees over time. High retention rates reflect a positive workplace environment and alignment between your branding and the actual employee experience. Strong retention saves costs associated with turnover and fosters a stable, productive workforce.
5. Offer acceptance
This metric pertains to the percentage of job offers accepted by candidates. A high acceptance rate suggests that candidates view your company as an attractive employer and are excited to join your team. If your offer acceptance rate is low, it may indicate a misalignment in expectations or competition from other employers.
The Key to Talent Success
Employer branding is more than a buzzword—it’s a critical strategy for attracting top talent, fostering employee loyalty, and enhancing your company’s reputation. By defining your EVP, promoting a positive work culture, and leveraging measurable metrics, you can build a workplace identity that resonates with both current and future employees.
If you’re ready to take your employer branding to the next level, Manila Recruitment is here to help. We’ll connect you with top-tier talent in the Philippines who are as committed to excellence as you are. Contact our recruitment company in the Philippines for your hiring needs!
Passionate about promoting the ingenuity of Filipino talent, Arvin is a sought-after resource person in the field of career development. He regularly delivers keynote speeches and conducts workshops throughout the Philippines, sharing his insights and strategies for improving employability and promotability.
- How to Hire Top Filipino Computer Programmers: 8 Tips - March 12, 2025
- Employer Branding: Why It Matters and How to Improve It - March 12, 2025
- Exit Interviews and How Much They Impact Your Recruitment Process - March 11, 2025
