6 Ways Your Business Can Improve Its Employer Brand

Dean Mathews

April 4 2024

In today’s fiercely competitive job market, attracting and retaining top talent has become more challenging than ever. To stay ahead of the game, businesses need to focus on enhancing their employer brand — the reputation and perception of their organization as a great place to work.

Almost all (95%) candidates consider a company’s reputation when exploring new career opportunities. A strong employer brand not only helps in attracting qualified candidates but also boosts employee satisfaction and retention.

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We’ll explore six effective ways your business can improve its employer brand. By implementing these strategies, you can enhance your company’s image, create a compelling workplace culture, and attract the best and brightest talent. 

What Is Employer Branding?

Employer branding refers to the process of actively shaping and promoting a company’s reputation and their image as an attractive employer. It involves creating a distinct identity and showcasing the company’s values, culture, and work environment to attract and retain top talent.

Employer branding goes beyond traditional marketing efforts. It focuses on building a strong employer reputation that reflects the organization’s commitment to its employees, their well-being, and career development. It encompasses various elements such as the company’s mission, values, employee benefits, work-life balance, opportunities for growth, and the overall employee experience.


Why Companies Need to Improve the Way They Position Their Brand

The goal of employer branding is to position the company as an employer of choice, making it highly desirable for talented individuals to join and stay with the organization. In a competitive job market, a strong employer brand can give companies a significant edge in attracting and retaining top talent, ultimately leading to increased productivity, improved reputation, and long-term success. 

Attract Top Talent

Improving the way a company positions its brand as an employer helps attract top talent. In a competitive job market, talented candidates have multiple options to choose from. By showcasing a strong employer brand, companies can stand out and attract the best candidates who are aligned with their values and culture. Recent research revealed that 86% of employees research companies online when deciding where to apply for a job.

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Retain Skilled Employees

A positive employer brand can enhance employee satisfaction and engagement, leading to higher retention rates. When employees feel valued, supported, and connected to the organization’s mission and values, they are more likely to stay for the long term, reducing turnover and the associated costs.

Enhance Company Reputation

A strong employer brand can enhance the overall reputation of a company. It signals to job seekers, clients, customers, and investors that the company prioritizes its employees, workplace culture, and values. A positive reputation as an employer can attract better business opportunities and create a favorable impression in the market.

Increase Employee Referrals 

When employees have a positive experience working for a company, they are more likely to recommend it to others. By improving their employer brand, companies can increase employee referrals, which are a valuable source of high-quality candidates and often lead to better retention rates.

Boost Productivity and Performance

A strong employer brand can positively impact employee motivation, engagement, and productivity. When employees feel connected to the company and its values, they are more likely to go the extra mile and contribute to their fullest potential. This, in turn, leads to improved business outcomes and performance.

Stand Out From the Competition 

As the job market becomes increasingly competitive, companies need to differentiate themselves from their competitors to attract top talent. A well-positioned employer brand helps a company stand out and gives it a unique identity that sets it apart from the competition. It creates a compelling story that resonates with candidates seeking a meaningful and fulfilling work experience.

6 Strategies for Improved Employer Branding

Employer branding is an ongoing process that requires consistent effort and adaptation. By implementing these strategies, you can strengthen your employer brand and position your company as an employer of choice in the market.

1. Define and Communicate Your Employer Value Proposition (EVP)

Clearly articulate the unique benefits and value that employees can expect from working at your company. Identify what sets your organization apart and communicate this consistently in your job postings, career websites, and other recruitment materials.

2. Enhance Your Company Culture

Foster a positive and inclusive work environment that aligns with your core values. Invest in initiatives that promote employee well-being, work-life balance, and professional development. Encourage open communication, provide opportunities for collaboration, and celebrate achievements to create a strong sense of belonging and engagement among employees.

3. Optimize the Candidate Experience

Improve every stage of the recruiting process to ensure a positive experience for candidates. Streamline application processes, work with an experienced background check provider, provide timely and personalized communication, and offer transparency about the company’s culture, benefits, and future opportunities. Treating candidates with respect and care, regardless of the outcome, can significantly impact your employer brand.

4. Leverage Social Media and Online Platforms

Utilize social media platforms, professional networks, and online review sites to showcase your company’s culture, values, and employee success stories. Actively engage with potential candidates, respond to reviews, and leverage user-generated content to build trust and amplify your employer brand message.

5. Develop Employee Advocates

Encourage and empower your employees to be ambassadors of your employer brand. Provide them with opportunities to share their experiences and insights through social media, guest blog posts, or speaking at industry events. Authentic testimonials from satisfied employees can be a powerful tool for attracting talent and boosting your employer brand.

6. Prioritize Employee Development and Recognition

Invest in employee training and development programs to foster continuous learning and growth. Provide opportunities for career advancement and recognition of achievements. By creating a culture of support and investing in employee development, you will not only attract top talent but also retain and engage existing employees, contributing to a positive employer brand image.

Ultimately, a strong employer brand is crucial for attracting and retaining top talent, enhancing company reputation, and driving overall business success. By implementing the six strategies outlined in this blog post — defining your EVP, enhancing company culture, optimizing the candidate experience, leveraging social media, developing employee advocates, and prioritizing employee development and recognition — your business can significantly improve its employer brand. Investing time and effort into these areas will not only attract the best candidates but also foster a positive work environment that nurtures employee engagement and loyalty. Remember, employer branding is an ongoing effort that requires consistent attention and adaptation.

About Dean Mathews

Dean Mathews is the founder and CEO of OnTheClock, an employee time tracking app that helps over 15,000 companies all around the world track time. 

Dean has over 20 years of experience designing and developing business apps. He views software development as a form of art. If the artist creates a masterpiece, many people’s lives are touched and changed for the better. 

When he is not perfecting time tracking, Dean enjoys expanding his faith, spending time with family and friends, and finding ways to make the world just a little better. You can connect with him on Linkedin.

About InfoMart

InfoMart has been revolutionizing the global background and identity screening industry for 30 years, providing businesses the information they need to make informed hiring decisions. They develop innovative technology that modernizes talent onboarding, including a first-to-market biometric identity authentication application and a verified sanctions search. The WBENC-certified company is a founding member of the Professional Background Screening Association, and they have achieved PBSA accreditation in recognition of their consistent business practices and commitment to compliance with the FCRA. The company is dedicated to customer service, speed, and accuracy, and it has been recognized for its success, workplace culture, and corporate citizenship with over 45 industry awards. To Get the Whole Story on InfoMart, please visit, follow @InfoMartUSA, or call (770) 984-2727.

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