how to accelerate talent acquisition through a stellar employer brand.

Unsure if your company has what it takes to attract A-list talent in a fiercely competitive market? It’s time for your employer brand refresh! Move past dull mission statements and predictable corporate visuals. The 2024 Randstad Employer Brand Research reflects what top candidates really aspire for. Today’s top talent seeks more — they need to be convinced you’re offering a role with purpose and an environment where they can truly thrive.

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 cultivating an outstanding employer brand. It needs to genuinely reflect your company's culture, values, and the unique experiences you provide. Without this authenticity, even the most polished TikToks and LinkedIn posts won't make a difference.

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 represent your brand’s most powerful ambassadors. Motivate your team to share their positive experiences and accomplishments. This enhances morale and presents your company as a vibrant place of growth and opportunity. For instance, you could create an 'employee spotlight' section on your website to showcase individual journeys and successes. It’s an excellent way to demonstrate your company’s dedication to 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

An effective motto for employer branding is: 'If it’s not broken, strive to make it even 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. By doing so, you guarantee your brand keeps pace with the shifting needs and expectations of your employees.

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. Generation Z candidates, in particular, resonate with this approach as they seek to make a significant difference and be part of something 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.