Today’s HR teams wear two hats: talent finder and employee brand marketer. Beyond obtaining and retaining top talent, recruiters spotlight the organization’s values, mission, and culture to position it as the employer of choice.
But while 72% of recruitment leaders agree that employer branding significantly impacts hiring outcomes, 40% of companies lack formal employer branding strategies. Others struggle with consistency, inauthentic messaging, and difficulty linking branding efforts to business outcomes.
The good news? There is a path forward.
Below are eight time-tested strategies ProIQ’s recruitment marketing specialists have implemented and perfected. No fluff, just guidance that actually works.
Employer branding is your company’s reputation as a place to work. It’s what candidates hear about you from employees, see on social media, read in reviews, and experience throughout the hiring process. Whether you actively manage it or not, your employer brand already exists.
Ideally, you want your current team to rave about your workplace, spread the good word, and attract top-shelf talent. What branding boils down to is your promise to applicants, prioritizing authenticity and aligning your business with what people want in an employer.
And with compelling employer brands drawing 50% more qualified applicants and reducing cost-per-hire by half, a strong employer brand strategy is something you simply can’t ignore.
At the heart of all effective talent branding strategies is a clear Employee Value Proposition (EVP).
Your EVP answers one simple question: Why should someone work here instead of somewhere else?
This goes far beyond salary. A strong EVP clearly communicates:
The key to success here is honesty and authenticity. The most effective EVPs aren’t aspirational slogans. They’re grounded in real employee experiences.
Not sure what your EVP is? Ask your people. What do they appreciate most? Why did they join? Why do they stay? Those answers are the foundation of an EVP that resonates with the right candidates.
If there’s one employer branding strategy that consistently outperforms the rest, it’s employee advocacy.
Because people trust people like them. In fact, applicants are three times more likely to trust one of your employees than your CEO.
When your team shares their experiences, whether it’s a LinkedIn post, a testimonial, or a referral, it adds credibility that no marketing copy can match.
You don’t need scripted content. The less polished, the better. Encourage employees to:
When employees genuinely enjoy where they work, that enthusiasm is contagious, and it’s one of the most powerful ways to build trust with prospective talent.
One of the top employer branding mistakes companies are guilty of is inconsistency.
If your website talks about flexibility and autonomy, but your LinkedIn posts feel corporate and stuffy, candidates notice.
Consistency means your employer brand is unified across platforms, including:
Everything should reinforce the same story. When messaging, tone, and experience align, candidates feel confident they know what they’re walking into. That confidence goes a long way in competitive markets.
DEI is something candidates actively look for. Over three-fourths of job seekers said diversity is important when considering job offers, and 80% would work for a business that values DEI issues.
But here’s the catch: candidates can spot performative DEI efforts instantly. Authentic DEI shows up in actions, not just statements. That might include:
When DEI is genuinely embedded into your culture, it strengthens your employer brand and signals that your organization is thoughtful, forward-looking, and people-first.
People are naturally wired for storytelling. Stories help candidates picture themselves at your company. They turn abstract ideas into tangible, relatable realities.
Some of the most effective storytelling formats include:
You don’t need a production crew, just authenticity. When candidates see themselves reflected in your stories, they’re far more likely to engage and apply.
Employer reviews can feel intimidating. Nobody likes to see negative feedback from past employees. But they’re also an opportunity for enhancing your employer brand.
Sites like Glassdoor, Indeed, and LinkedIn play a major role in shaping perception. Candidates want transparency and respect.
Make it a habit to:
How you respond says more about your culture than the review itself. A calm, respectful response shows accountability and maturity, building trust with future candidates.
You can’t improve what you don’t measure.
Employer branding is all about impact. Some key metrics to track include:
Want to optimize your branding even further? Consider using AI marketing analytics to increase efficiency, deepen insights, and improve decision-making.
Building a strong employer brand doesn’t happen overnight, and it’s not something you should have to figure out alone.
That’s why we’ve created a comprehensive Employer Branding eBook that goes deeper into the strategies, frameworks, and real-world examples behind successful employer brands.
Inside, you’ll find practical guidance on:
It’s designed to be actionable, not theoretical. something you can use whether you’re just getting started or refining an established brand.
Today, employer branding is everything. Companies that show up with clarity, authenticity, and consistency attract the best-in-class candidates before the competition. And that leads to better outcomes, stronger teams, and long-term success.
If you’re ready to elevate how talent sees your organization, start with your employer brand.
Download our Employer Branding eBook and partner with ProIQ to build an employer brand that truly stands out and brings the right people to your door.