employer branding: how to be a magnet for top talent.

Not sure if your company has what it takes to attract A-listers in a competitive talent market? It’s time for a fresh look at your employer branding. Move beyond bland mission statements and predictable corporate imagery. Today's top candidates are searching for more — they want to be convinced you’re offering a role with purpose and an environment where they can flourish.

what is employer branding?

At its core, employer branding is about how your organization is perceived as a place to work. It's your company's story as an employer, shaping your attractiveness to candidates and influencing your current team’s loyalty and engagement. 

There are no shortcuts to an outstanding employer brand. It’s the authentic representation of your company’s culture, values and the unique experiences you offer. If those aspects don’t resonate genuinely, no amount of flashy TikToks and slick LinkedIn posts will compensate.

employee value proposition (EVP) vs employer brand: what’s the difference?

Your employee value proposition (EVP) is the cornerstone of your employer brand. It's the promise you make to your employees, encompassing everything from salary to work-life balance, from career development to environmental impact.

While closely linked, your employee value proposition (EVP) and employer brand are distinct. Imagine a financial services firm that offers exceptional career development opportunities. That’s their EVP. When these opportunities lead to high employee satisfaction and success stories, that becomes a key chapter in the company’s employer brand narrative.

5 tips for improving your employer brand

Let's assume you already have an excellent employee value proposition (EVP). Here are some essential steps to bridge the gap between a great EVP and an attractive employer brand:

1. engage your employees

Your employees are your most powerful brand ambassadors. Encourage them to share their positive experiences and achievements. This boosts morale and shows off your company as a place buzzing with growth and opportunity. For instance, you could set up an “employee spotlight” section on your website to shine a light on the different journeys and wins in your team. It’s a great way to show how your company invests in its people.

2. communicate consistently

Try to let your company's main values shine through in everything you say and do. If your branding is all over the place, it can make job seekers wary and unclear about what you stand for, making it harder to draw in the best talent. On the flip side, using the same tone and key phrases everywhere — from your job ads to your Instagram stories — really hammers home what your brand's about.

3. keep polishing your brand

A solid motto for employer branding is: “If it ain’t broke, find ways to make it better.” Staying in touch with what your team thinks and feels is key to keeping your brand fresh and attractive. Use surveys and group discussions for regular “brand health checks.” That way, you make sure your brand stays in step with the changing needs and desires of your workforce. 

4. emphasize real-world impact

Let people see how your company actually changes things for the better. You can spotlight your involvement in local community projects, your commitment to sustainability or how you're tackling big challenges in your industry. Sharing these stories makes your brand feel more down-to-earth and appealing. This approach resonates especially with Generation Z candidates, many of whom want to make a meaningful difference and contribute to a purpose greater than themselves.

5. showcase DEI in action

Promoting your dedication to diversity, equity and inclusion goes way beyond a good-sounding mission statement. It's about showing the specific actions you've taken. Share stories of your diversity initiatives and how inclusivity has changed things for the better in your workplace, or talk about the steps you've taken to create a welcoming space for everyone. By showing how you walk the talk, you’ll appeal to a broader, more diverse talent pool.

Ready to enhance your employer brand and EVP? Partner with Randstad for talent solutions, technical projects, change management and more. Get in touch with us today to discover how we can help elevate your brand and attract top talent.