January 2024

How to Create a Strong Employer Brand


How To Create An Employer Brand That Sets Your Business Apart From The Rest

In today’s competitive job market, attracting and retaining top talent is imperative for businesses, and a company’s reputation can be one of the biggest drivers to attract top talent.

Having a strong employer brand is a huge asset to any company and can generate real results.

What is an ‘Employer Brand’?

An employer brand is your organisation’s reputation and identity as an employer. It encompasses the values, culture, and overall perceptions that potential and current employees have about your organisation and can differentiate you from competitors as a great place to work.  Strong employer brands can help to attract motivated job seekers, retain top talent that align with your company’s values and culture, and create a positive perception for other stakeholders within your industry.


What makes a good Employer Brand?

There are several elements that can contribute to a strong employer brand. Many of these may be included in your Employee Value Proposition.

Culture and Values

Clearly defined and shared values and a positive culture that aligns with these values. A Common example of a shared value is respect, with a culture that lives this value through diversity and inclusion initiatives and providing team members with a sense of belonging.

Work/Life Balance

A good employer brand is built on positive experiences employees have within the company and, for many employees, a priority is having good workplace flexibility and work/life balance.


Open and honest communication with employees, stakeholders, and potential hires about the company’s goals, successes, and challenges fosters trust and transparency.

Career Development

Opportunities for growth and career advancement are crucial. Employees want to know that their skills are valued and that there are pathways for advancement within the organization.

Benefits and Perks

Competitive salaries, comprehensive benefits packages, flexible work arrangements, and other perks play a significant role in attracting and retaining top talent.

Feedback and Recognition

Providing regular feedback, recognition for achievements, and creating a culture of appreciation contribute to a positive employer brand.

External Reputation

How the company is perceived externally, including media coverage, reviews on job sites, and social media presence, can significantly impact its employer brand.



How can you build a strong employer brand?

Define Your Values

Identify and articulate the core values that define your organisation’s culture.

Showcase Your Culture

Use your company’s website, social media, and recruitment materials to showcase your workplace culture, values, and employee experiences.

Provide Growth Opportunities

Highlight professional development and growth opportunities within your organisation.

Prioritise Employee Well-being

Share programs and initiatives that support employees’ well-being and work-life balance, like employee wellness programs, Employee Assistance Programs etc.

Encourage Employee Advocacy

Empower employees to share their experiences on social media and other platforms.

Deliver on Promises

Ensure that the experiences you promise align with the reality of working at your organisation.

create a strong employer brand to attract and retain top talent


Creating and maintaining a strong employer brand is not just about aesthetics; it’s about developing an identity that resonates with your employees and potential candidates. Building a positive employer brand will help your organisation attract and retain top talent, foster engagement, and position your organisation for long-term success.


If you need assistance or guidance on how your business can create a stand out employer brand, get in touch! Our team of Organisational Development experts will be able to help.



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