Ready to attract the best talent to your team? It all starts with building a strong employer brand across the right channels.
As a recruiter, if your company isn’t visible in the right places, you’re missing out on great opportunities.
Your employer brand is how people perceive your company, reflecting your culture, values, and how you treat your team.
We’ve identified five essential branding channels to help you get noticed and attract the talent you need.
Plus, we’ll share simple strategies to put them into action. Let’s take a look!
Why is employer branding important?
A strong employer brand sets your organization apart and gives candidates a clear sense of how they could thrive within your culture.
This positive perception makes your outreach more impactful, increasing interest and engagement from potential hires.
Over time, a well-defined brand strategy delivers impactful results across the entire talent lifecycle, including:
- Building credibility – A trusted reputation earns respect from job seekers and clients, making recruitment more straightforward.
- Attracting the right people – Individuals who align with your values are more likely to make meaningful contributions and stay long-term.
- Reducing hiring costs – When qualified candidates come to you, the process becomes faster and more efficient.
- Strengthening team loyalty – Employees who feel connected to the brand are more engaged and less likely to leave.
- Encouraging advocacy – A compelling identity motivates staff to share opportunities and recommend your organization to others.
Top 5 channels to strengthen your employer brand
1. Optimized website
Your website is often a candidate’s first stop, so it should reflect what it’s like to work at your company.
A well-crafted careers page can do just that. It gives people a clear idea of your culture, what you value, and why they should consider joining you.
Focus on what sets your team apart.
Share real photos, highlight significant benefits, and feature employee voices through short stories or quotes.
Even a short video can make it engaging and personal.
Just make sure everything stays current, as outdated roles or stale content can quickly turn interest into hesitation.
If you’re looking for an easy way to keep your career pages fresh and aligned with your company’s vibe, Recruit Craft can help.
It’s a fully customizable platform that lets you create and update your career pages and candidate portals in just minutes, all without needing any code.
With over 5.24 billion people using social media worldwide, these platforms offer unmatched potential to boost your employer brand.
LinkedIn, Facebook, Instagram, and even TikTok give you space to share your team’s personality, values, and everyday moments that define your workplace.
In fact, 58% of people learn about businesses through social channels, making them a crucial part of any recruitment strategy.
To get the most out of them, plan a content calendar that includes company news, employee spotlights, behind-the-scenes glimpses, and industry updates.
Consistency is essential. Regular posts keep your brand visible and build recognition over time.
3. Amplified employee voices
Your employees are your most credible advocates.
When they share their honest experiences, it helps others see the reality of your workplace and builds trust with potential candidates.
Invite them to speak openly on social media or review platforms, but always let it be their choice.
Authentic stories make a strong impression, but anything that seems forced can easily backfire.
You can also build momentum through a referral program.
When team members recommend your company to people they know, it adds authenticity, and a small incentive after a successful hire can make it even more effective.
4. Enhanced job board presence
Many applicants go to job boards like Glassdoor, Indeed, and LinkedIn Jobs to evaluate a company before applying
These platforms let you create detailed employer profiles that appear directly alongside your job listings, offering helpful context at the moment candidates are deciding whether to apply.
Use strong visuals, highlight key benefits, and link to your careers page and social media to give a well-rounded view.
When writing job descriptions, include more than just role requirements.
Explain how your company supports its people and why someone would want to be part of the team.
5. Impactful industry events
Career fairs, conferences, and networking events provide valuable opportunities to connect with potential applicants in person.
These face-to-face interactions help you leave a lasting impression that’s hard to replicate online.
Ensure your booth, materials, and team members clearly communicate what your company stands for.
- Prepare your team to speak confidently about your values and what your company offers.
- Consider hosting a session or participating in a panel to increase visibility and show your expertise.
- After the event, follow up with people you met. Even if they’re not currently looking, staying in touch can lead to future opportunities.
6 actionable strategies to make your employer brand unforgettable
1. Build a compelling employee value proposition
To create a strong employee value proposition (EVP), start by identifying what makes your organization stand out.
Go beyond benefits and focus on the overall employee experience.
This might include growth opportunities, flexibility, recognition, or a clear sense of purpose.
Talk to your team directly to understand what they value most. Their feedback can uncover strengths you may not have considered and help make your EVP feel genuine.
Once defined, bring your EVP into job descriptions, your careers page, and onboarding.
A clear and consistent message attracts the right people and sets the tone from day one.
2. Connect with individuals sharing experiences online
When potential candidates or employees mention your company on social media, it’s a great chance to engage and amplify their message.
Start by tracking your social media mentions and responding quickly to both positive and negative comments.
Simple gestures like thanking people for sharing positive experiences or professionally addressing concerns can make a big difference.
You can also use a social listening tool to monitor mentions across platforms. If you come across impactful stories or testimonials, ask for permission to share them or engage with the post to show you’re listening.
User-generated content often feels more genuine to job seekers than company-created content.
3. Showcase behind-the-scenes content and office culture
Applicants are eager to get an authentic look at your workplace, beyond the typical corporate image.
Sharing behind-the-scenes content offers them a glimpse into everyday life at your company.
If you’re in a physical office, share photos or videos of team meetings, office events, or employees collaborating.
For remote teams, consider sharing snapshots from company meetups or virtual gatherings to showcase the culture.
Feature employees from different departments to highlight diversity and various career paths.
4. Create and maintain a captivating company blog
A company blog serves multiple purposes in your employer branding strategy.
It positions your organization as a thought leader in the industry and provides valuable information to potential candidates.
Regular blog content also improves your website’s SEO, which actually makes it easier for candidates to find you when searching for job opportunities.
We suggest developing a content strategy that balances industry insights, company news, and culture-focused content.
You could even invite employees from various departments to contribute posts about their expertise or experiences.
This not only provides diverse perspectives but also showcases the talent within your organization.
The best part is that you can get multiple uses from this content because it can become social media posts, the topic of a webinar, and much more.
5. Use targeted ads for key hiring needs
Organic content is essential for employer branding, but paid ads can help you reach the right candidates faster.
The average return on investment for PPC ads is about 200%, and for hiring, this number can be even higher.
Platforms like LinkedIn, Facebook, and Indeed let you target specific candidates based on skills, experience, or interests.
Tailor your messaging to fit different roles. What excites a software developer might differ from what attracts a marketing manager.
Be smart with your ad budget and focus on hard-to-fill positions or areas where you need to grow your talent pool.
Track your campaigns to see what’s working and adjust your strategy along the way.
6. Gather and apply feedback to improve your brand
Effective employer branding is an ongoing effort that requires regular review and adjustment.
Collect feedback from candidates about their experience throughout the hiring process, focusing on how they perceived your brand at each stage.
Survey new hires to understand what attracted them to your company and which messages resonated most.
Track metrics like application rates, candidate quality, and offer acceptance to gain a clearer picture of your recruiting success.
Use this feedback to highlight strengths and refine areas that need improvement.
Frequently asked questions
1. What should I do if my employer brand has a negative reputation online?
If your employer brand has a negative reputation, it’s crucial to address it proactively.
Start by identifying the source of dissatisfaction (e.g., employee reviews, public opinions), then engage in transparent communication about the steps your company is taking to address those concerns.
Implement changes that genuinely improve the employee experience and communicate these changes clearly to both current employees and candidates.
2. How can I build a consistent employer brand when my company is rapidly growing or changing?
During periods of growth or change, it’s essential to ensure that your employer brand remains consistent.
Keep open communication with your employees about the changes happening and how they align with the company’s mission and values.
Update your employer branding materials to reflect these changes, ensuring that all touchpoints continue to align with the evolving culture and growth trajectory.
Author bio
Syed Balkhi is the founder of WPBeginner, the largest free WordPress resource site. With over 10 years of experience, he’s the leading WordPress expert in the industry. You can learn more about Syed and his portfolio of companies by following him on his social media networks.
