5 tips to improve your employer branding

Employer branding is not a luxury; it is a necessity. In a job market where everyone is fighting for the same candidates, your employer brand is the difference between "the inbox is overflowing with resumes" and "no one wants to work here."

It's time to take a strategic approach to your employer branding. No vague promises, but concrete steps that make an impact. Here are 5 tips that will help you make your organization attractive to the best candidates - and ensure that your current employees remain proud to work for you.

1. Make employees proud so they promote your brand

A strong employer brand starts internally. Your current employees are your best ambassadors - if they are proud of their work, they will naturally share that with the outside world. But if they don't feel appreciated? Then the outside world knows it faster than you think.

How do you make employees proud ambassadors?

• Listen actively: Regularly ask your team what they find valuable in their work, and what could be improved. This can be done through surveys, but also through personal conversations.
• Show successes: Employees want recognition. Whether it's a new contract or a brilliant solution to a problem, celebrate the small and big accomplishments.
• Encourage sharing: Encourage employees to share their work experiences on social media. This could be a team outing, a completed project or an inspiring moment.

Why this works
Companies with strong internal ambassadors see up to 50% more job applications through recommendations.(Source: LinkedIn Talent Solutions)

Action Item: Launch an "employee spotlight" campaign this month in which employees share a short story about why they love working at your organization.

2. Stop marketing talk and be honest about your culture

Authenticity is your superpower. Candidates pierce right through marketing talk and want to know: What is working at this company really like?

How do you tell an honest story?

• Get employees talking: Employee stories are more powerful than a corporate video. Show how they experience working at your organization.
• Name challenges: Every business has challenges. Candidates appreciate honesty, as long as you also show how you deal with them.
• Use real images: No stock photos, but snapshots of your team, office and events.

Example: Imagine a video in which an HR manager tells how they successfully managed a reorganization with a small team. Not a perfect story, but real and relatable.

Action Item: Create a short video in which three staff members talk about a typical project and how they handled it.

3. Onboarding is your secret weapon: use it well

Your employer branding doesn't stop when a candidate is hired - it really starts when someone starts. A strong onboarding experience can make the difference between an ambassador or an early departure.

How do you improve onboarding?

• Make it personal: Tailor the onboarding to the new employee's role and team.
• Create connection: Introduce new employees to different colleagues, departments and company culture.
• Be clear: Share a roadmap outlining what they can expect in the first few months and how you will support them.

Why is this important
Organizations with a strong onboarding experience see 69% of their employees stay longer than 3 years.

Action Item: Introduce a welcome box with personal items, such as a handwritten letter from the CEO, company materials and something unique that highlights your culture.

4. Strengthen your online presence: show who you are

In a digital world, your online presence is the showcase of your employer brand. Candidates research your organization before they apply - make sure you give them something to get excited about.

How do you make an impression online?

• Optimize your "working at" page: Make it more than a list of jobs. Showcase your culture, share employee stories and use videos and photos.
• Use social media smartly: Share success stories, show a behind-the-scenes look, and show your team in action.
• Encourage reviews: Ask employees to review your organization on platforms such as Glassdoor or Indeed.

Action Item: Schedule a monthly "behind the scenes" post on LinkedIn, showcasing a unique aspect of your culture.

5. Provide a top-notch experience during the application process

Every interaction with a candidate is an opportunity to strengthen - or ruin - your employer brand. A bad experience sticks, even with candidates who are rejected.

How do you improve the candidate experience?

• Communicate quickly and clearly: Candidates want to know where they stand. Provide a clear process and quick updates.
• Give valuable feedback: After a rejection, let candidates know what they did well and where they can grow.
• Ask for feedback: Use surveys to gain insight into what candidates think of your application process.

Action Item: Add a personal element, such as a follow-up phone call after a rejection. This shows that you value their time.

How a strong employer brand delivers results

At People&, we helped a client in the tech sector improve their employer branding. Here's what we did:

1. Employee-centered: They started with videos in which employees told about their work.
2. Empowering online: Their LinkedIn page was transformed into an inspiring platform with stories and updates.
3. Focus on candidates: The application process became more transparent and personal.

Result: Within 6 months, applications increased by 35%, and 80% of new hires indicated that the employer brand was an important reason for applying.

Conclusion: Employer branding is your ticket to the right candidate

Employer branding is not a marketing trick - it's at the heart of how you attract and retain talent. Whether you're just starting out or looking to strengthen your brand, these 5 tips will help you make an impact.

What are you doing this week to improve your employer branding? Want a strategy that works? At People&, we have the tools, insights and experience to transform your employer brand. Contact us and let's get started together!

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