In a job market that never seems to slow down, employer branding has moved from the ‘nice-to-have’ column firmly into the ‘strategic imperative’ box. The real question for any forward-thinking organisation isn’t whether you should invest in it, but how you do it in a way that truly makes a difference.
Many of us start with the best intentions, don’t we? We carefully craft an Employee Value Proposition (EVP) that ticks all the boxes: benefits, beliefs and culture. But then comes the temptation to go for broad appeal, casting the net as wide as possible to attract a flood of applications. The result is predictable: a mountain of CVs that just don’t fit, creating a false sense of momentum while wasting everyone’s time and eroding trust.
There’s a much smarter way to play this game, one that prioritises influence over sheer visibility. It’s about being known for something clear, credible and consistent, not just being the loudest voice in the room. It’s about creating an employer brand that resonates deeply with the right people, the very ones who will help your organisation thrive.
Why Your Board Should Actually Care About Employer Branding
Across the UK and far beyond, we’re all seeing a fundamental power shift in the labour market. With unemployment rates near historic lows, top talent is firmly in the driver’s seat. Companies are under immense pressure to be more than just employers; you have to become a destination.
Today’s candidates are doing their homework. They’re looking past the job description for a sense of purpose, agility and genuine alignment with their own values. And they’re using platforms like Glassdoor, LinkedIn and their own peer networks to conduct their due diligence.
In this climate, your employer brand is your single greatest competitive edge. It’s what makes you stand out from the noise. But just having a presence isn’t enough, you need a presence with substance. You need to be seen as trustworthy, transparent and genuinely engaging.
Visibility or Influence? Let’s Be Honest About What Works
Branding for visibility is like plastering your advert on every billboard in London; it’s all about reach. Yet, as we know, reach without resonance just leads to mismatches. The inbox might look full, but the quality of your pipeline suffers.
Branding for influence, on the other hand, is much more like curating an invitation-only event. You might attract fewer people, but they’ll be the ones you actually want in the room. It’s a deeper, more strategic approach, one rooted in your values, your authenticity, and a clear sense of alignment.
And the results we’re seeing back this up:
- Organisations that focus on influencing the right talent report a significant jump in the quality of applicants.
- New hire turnover drops, sometimes dramatically, because you’re getting a much better cultural fit from day one.
- Hiring standards naturally improve because your recruitment efforts are aligned with the long-term capabilities your business needs.
Building a Brand That Influences from the Inside Out
Shifting from a scattergun approach to one of surgical precision requires both intention and courage. Here’s where to start.
🔹 First, what problem are you solving?
Let’s begin with absolute clarity. What’s the real challenge you need to tackle? Are you battling high attrition in your frontline teams, or are you struggling to find those needles in a haystack for niche technical roles? Grounding your brand strategy in business reality is what keeps it honest and effective.
🔹 Pinpoint the roles that truly move the needle
Not all vacancies are created equal, are they? You need to identify the talent segments that are genuinely critical to your future, whether they’re your next software engineers, regional managers, or data analysts. This allows you to prioritise and craft brand messages that speak directly to their world.
🔹 Craft an EVP that actually resonates
Your Employee Value Proposition isn’t just a glossy benefits brochure; it’s the core promise you make to your people. To make it real:
- Dig deep into your employee feedback, survey data, and the latest market trends. What’s actually being said?
- Run focus groups. You need to get under the skin of what truly motivates and drives your best teams.
- Test your EVP live. Try it out with your internal champions and a few trusted external candidates to see if it lands.
A powerful EVP needs to reflect both where you are today and where you’re heading. If you’re building a more inclusive culture or moving towards a hybrid model, say so. Candidates value honesty far more than perfection.
🔹 Communicate with heart, not just corporate-speak
Don’t just create content to tick a box. Tell real stories, human ones.
- Use genuine employee narratives to paint an authentic picture of what life is like at your company.
- Be explicit about your approach to flexibility, your learning culture, or your pathways for progression.
- Show the real work happening behind the scenes, not just the polished, airbrushed campaign imagery.
Above all, you must be consistent. Your brand’s voice and message should feel the same everywhere, from a job board post to your onboarding pack and the posters on the office walls.
🔹 Measure what actually matters
This isn’t a one-and-done project. Just like your culture, your employer brand needs constant stewardship. Keep a close eye on the key indicators:
- The quality of your hires (not just the quantity).
- Retention rates, especially in those critical roles you identified.
- Internal engagement and pulse survey scores.
Let the data guide your decisions, but never lose sight of the human stories that sit behind the numbers.
The Common Traps (and How to Sidestep Them)
Overpromising and underdelivering is the cardinal sin of employer branding. When the shiny promise you made during recruitment doesn’t match the day-to-day reality, disillusionment sets in incredibly fast.
Another classic misstep? Leading with perks that are just papering over deeper cracks. Free snacks and a ping-pong table don’t make up for a lack of progression or poor leadership. Today’s candidates are savvy; they see right through it.
The very best employer brands reflect the whole truth, and that includes the parts that are still a work-in-progress. That honesty is precisely where authentic trust is built.
Five Ways to Strengthen Your Employer Brand Today
- Engage the Quiet Observers
Use carefully targeted messaging to connect with passive candidates. These are the talented people who aren’t actively looking but could be persuaded by the right story at the right time. - Focus on the Experience, Not Just the Message
Every single candidate touchpoint, from navigating your careers page to the final interview, should be a living, breathing echo of your core values. - Leverage Smart Tools
Tap into platforms that use AI for initial screening or interactive elements to make the recruitment journey both more efficient for you and more memorable for them. - Put Your People in the Spotlight
Real employee stories and authentic voices are your most persuasive assets. They are far more powerful than any corporate statement you could ever write. - Think in Seasons, Not Sprints
Build your employer brand for the long haul. It needs to be adaptable, credible and strong enough to weather the inevitable business cycles ahead.
A Final Thought: Adopting the Influence Mindset
When you make the shift from trying to appeal broadly to aiming to influence meaningfully, you don’t just fill jobs; you build cohesive, resilient teams. You foster genuine connection, reduce painful churn, and shape a culture where people actively choose to stay and grow.
This is so much more than a branding tactic. It’s a complete mindset, one that chooses depth over dazzle, and meaning over marketing fluff.
As the competition for talent only gets more intense, those of us who embrace influence will find we’re not just recruiting; we’re resonating.
Let’s Keep the Conversation Going
If this perspective on employer branding struck a chord, think of it as just the beginning of the conversation. Follow me for regular insights at that crucial intersection of people, leadership and organisational culture. Whether you’re shaping your first EVP or completely rebuilding your retention strategy from the ground up, I’ll be sharing practical ideas, real-world case studies, and smart tools to support you on your journey.
Let’s build better workplaces together: one insight, one leader, and one team at a time.
