Employer branding22

If your employer brand walked into AC-12, would it come out clean? As David Ogilvy once said, “Interrogate the product until it confesses.” But swap “product” for employer brand and suddenly you’re staring down the barrel of something a lot more relevant. Too many companies act like they’ve got nothing to prove. They trot out their values like a checklist, talk about their “great culture,” maybe throw in a dog-friendly office and a vague promise of “flexibility.”

And they expect talent to just buy it.

Jesus, Mary, Joseph and the wee donkey

But as Line of Duty’s Ted Hastings often said, “I’m interested in one thing and one thing only – the truth.” And that’s exactly what your employer brand needs to reveal.

The truth about what it’s really like to work there. The truth behind the slogans. The truth you’ll only find by putting your EVP in the interview room and turning up the heat. Because right now, too many employer brands are giving us the same jargon-filled script. “We’re innovative, collaborative, and passionate.”

People don’t buy a quarter-inch drill. They buy a quarter-inch hole

Theodore Levitt observed that people don’t buy products or services, they buy solutions to their problems. Same goes for jobs. People don’t care about your headline perks – they care what this job means for their life, their ambitions, their identity.

Especially if you’re not the biggest name in the market. Because when you’re the underdog, you don’t get to phone it in. You don’t get to play it safe. You have to go deeper. You have to ask tougher questions of yourself.

Interrogate your EVP like you’re leading an AC12 investigation

Surveil your culture. Interview your people. Dig into exit interviews like cold cases. Cross-reference what you say with what actually happens. Burn the boilerplate. Freeze the clichés. Shake the shiny surface until something real and raw falls out. What’s the truth at the core of your employer brand that no one else is brave enough to say? Because that’s the stuff talent notices. That’s the thing they remember when choosing where to put their time, energy, and future.

In short

Big organisations have the luxury of reputation. You may not. But you do have an advantage: the power to be real. So put your employer brand under surveillance. Ask it the hard questions. And don’t stop until you have them bang to rights. And then we’ll be sucking diesel.

Need a little help?

We hope you’ve found this article helpful. If you need help, support, or just a chat about your employer brand or talent strategy, please don’t hesitate to contact us. Between you and me, much of our best work has started with a cup of tea, a chocolate Hobnob and a video call.

Employer Branding sounds like one of those things only big, shiny companies with massive HR teams worry about. But in reality? It matters to every business that wants to attract great people, keep them around, and make work feel… well, like a good place to be. Whether you’re a start-up or a seasoned name in your industry, your employer brand is already out there. It’s in your job ads, your Glassdoor reviews, your interview processes. It’s even in what your people say about you at the pub. So, this blog is here to help you make the case for why investing in your employer brand (on purpose, not by accident) is one of the smartest moves you can make. We’ll keep it simple.

People want more than a job. They want a reason

Gone are the days when a decent salary and a desk were enough. Today’s candidates want to feel something about where they work. Purpose. Progress. Personality. They want to know what you stand for and whether it matches what matters to them. The numbers back it up. 92% of people would consider leaving their current job for one with a better reputation. (smartdreamers.com) And 76% are more likely to stay with a company that has a strong employer brand. So, if you’re not showing up with a clear, compelling story about why your workplace is worth joining, the chances are your competitors are.

You already have the story. You just need to tell it well

Good news – you don’t have to invent some glossy, made-up narrative. Your employer brand isn’t a pitch. It’s a reflection of what already makes your company great (or different, or quirky, or cool). Is it the people? The energy? The way you laugh through the tough times? Whatever makes your culture tick, that’s your superpower. The key is to tell that story clearly, consistently, and stick it where the right people can see it. It’s not about perfection. It’s about being honest, interesting, and you.

It makes hiring easier, faster, and cheaper

Here’s the really good bit: when people like what they see about your company, they’re way more likely to apply. And if your brand is strong, they’re more likely to be a good fit and say yes when the offer comes in. That means fewer wasted interviews, shorter time-to-hire, and less pressure on your team. In fact, companies with strong employer brands cut their cost-per-hire by 43%. (tmpw.co.uk) That’s going to make a big difference to that all important bottom line. Plus, when your reputation is doing some of the heavy lifting, you don’t have to work as hard (or pay as much) to stand out in the crowd.

First impressions last. Make them count

The candidate experience isn’t just about efficiency. It’s your first chance to show people what you’re like to work with. Every email, every phone call, every delay or no-show interview sends a message. And here’s the thing: 55% of job seekers ditch applications after reading a bad review (inc.com) and 78% see the application process as a reflection of how a company treats its people. (impress.ai) So there’s no doubt about it. It matters. Even if someone doesn’t get the job, they should walk away thinking, “Hey, I’d still recommend that place.”

It keeps your best people around

Hiring’s only half the job. The other half? Keeping your people happy, engaged and (most importantly) not on LinkedIn job alerts every week. A solid employer brand helps you deliver on your promises. When your culture, values, and day-to-day experience actually match up, people notice. And they stick around. Companies with strong employer brands see 40% less turnover. That means fewer exit interviews and way less time spent wondering why your best people are disappearing.

It strengthens your entire brand

Your employer brand doesn’t just sit in the HR corner. It touches everything. When people love where they work, they talk about it. They post. They share. They attract others. And it’s not just warm fuzzies. The employee voice is three times more credible than the CEO’s (qualtrics.com) when it comes to talking about life at a company. That kind of advocacy? You really can’t buy it. And when potential customers or partners see a company full of happy, engaged people, it builds trust. Your reputation grows in all the right ways.

In short

You’re already being judged as an employer every day. The only question is whether you’re actively shaping that reputation or letting it take on a life of its own. A strong employer brand helps you hire better, retain longer, save money, and boost your reputation. And best of all? It doesn’t have to cost the earth. Sometimes it just starts with being more honest, more human, and more intentional about how you show up. So, if you’ve been waiting for a reason to invest in your employer brand, this is it. Because in a world full of noise, people don’t just want a job. They want to feel like they belong. The question is: are you giving them a reason to?

Need a little help?

If you’d like some help, support or even a little chat around defining your employer value proposition, developing your employer brand or any aspect of your talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a biscuit.

It’s a question I get asked all the time: “How often should we update our EVP?” And honestly, it’s a fair one. With the fast pace of change these days, and all the noise around employer branding, it can feel like you need to refresh your EVP every time something shifts in the business. But before rushing to rewrite, let’s take a step back.

Think of your EVP – your Employee Value Proposition – as something alive and evolving. It’s not a one-off project you tick off the to-do list. If your organisation hasn’t changed much, there’s usually no need for a complete reset.

When is it time to rethink your Employee Value Proposition (EVP)?

There are definitely moments that call for a proper review. Big shifts, like a merger, acquisition, major growth or downsizing, are good reasons to step back and ask: “Does our current EVP still reflect who we are now?” Because let’s face it, your company might not be the same place people joined a year or two ago. The culture, the work, the experience – it’s probably evolved. And your EVP should reflect that.

It’s about being honest and accurate. If the business has genuinely changed, your messaging to both current and future employees needs to catch up. People notice when it doesn’t.

But not every change means a new EVP

A new Head of Talent Acquisition? A competitor winning some awards? A few comments that the EVP “feels a bit tired”? These aren’t bad prompts to check in on your messaging, but they don’t mean you need to tear everything up and start again.

Unless the employee experience has genuinely shifted, your EVP likely still holds water. If your organisation hasn’t changed much, forcing a new EVP can actually dilute your message and confuse your people.

It’s not all or nothing

It doesn’t have to be a big yes-or-no decision. Instead of thinking in black and white, think of your EVP as something you tune, like tweaking an engine to keep it running at its best. Small, thoughtful updates based on feedback from new joiners, exit interviews, engagement data, and day-to-day observations can keep your EVP aligned and relevant. It’s about refinement, not reinvention.

The problem with changing too often

Here’s something to consider: if you’re refreshing your EVP every three or four years without any significant business changes behind it, you could be sending mixed signals. What are you saying to people? That last year’s message doesn’t apply anymore? That this year’s pitch is completely different?

That kind of flip-flopping can lead people to question whether your EVP was ever real in the first place. If they don’t see real change in the organisation, but they keep hearing a new story, it starts to feel like marketing fluff, and trust begins to slip.

So how do you know when a change is needed?

Good news: you don’t have to rely on guesswork. There are plenty of indicators you can track to figure out whether your EVP still hits the mark. If you’re not already measuring some of these, it might be time to start:

• How many hires are coming from key competitors?
• How are those teams performing after those hires?
• What’s engagement like after three months for new joiners?
• How many new hires are even aware of your EVP?
• Are candidates being lost to counteroffers?
• What percentage of new joiners turn into top performers?
• How long are they staying?
• Are they willing to share their stories?

These insights can paint a clear picture. If things are heading in the wrong direction, make some targeted adjustments to your EVP. But if the numbers are holding up well, that’s a good sign it’s still working.

In short

So, when should you change your EVP? Only when your organisation has gone through a meaningful shift. Otherwise, keep an eye on it, listen to what the data’s telling you, and make the occasional tweak to stay sharp and relevant. Your EVP doesn’t need constant reinvention, but it does need regular care and attention.

Need a little help?

We hope you’ve found this article helpful. If you need help, support, or just a chat about your employer brand or talent strategy, please don’t hesitate to contact us. Between you and me, much of our best work has started with a cup of tea, a chocolate Hobnob and a video call.

Is employer branding misunderstood? I frequently encounter this question, and those who ask it can be forgiven for assuming the answer is ‘yes’. Too often, how companies present themselves to current and prospective employees feels unimaginative or formulaic. There seems to be a lack of appreciation for what strong employer branding can achieve. Somewhere along the way, many organisations have confused its purpose. Employer branding is less about promotion and more about persuasion.

Consider the difference between these two approaches. Promotion is broadcasting a message: job postings, benefit summaries, and corporate slogans. A careers page that simply says, “We’re hiring – apply now.” The office tour video that focuses on the free snacks or the social posts listing your awards, rewards and perks. Promotion is all about visibility. But its impact often stops there. It tells but doesn’t connect.

Persuasion, by contrast, is about storytelling, articulating culture, and building an emotional connection. It’s about showing – not telling – people why your organisation is a great place to work. It’s about crafting an authentic narrative that resonates with individuals, whether they’re candidates, colleagues, or ex-employees. Great employer brands use persuasion to build trust, foster loyalty, and spark genuine excitement. They invite people into something bigger: a shared purpose, an inclusive organisation and a culture worth being part of.

This means a slight shift in mindset for our friends working in talent acquisition. To move away from sourcing candidates, generating applications and creating shortlists, and towards persuading the right people to believe in, invest in, and champion your culture. And that includes those people who already work for you. If we capture the hearts and minds of people, their bodies and talent will quickly follow.

In short

Next time you review your employer branding efforts, ask yourself: how much of it leans on promotion versus persuasion? And consider how to tip the balance decisively toward the latter.

Need a little help?

We hope you’ve found this article helpful. If you want help, support or even just a chat about this or any aspect of your employer brand or talent strategy, then drop us a line. Between you and I, much of our best work has started with a cup of tea, chocolate Hobnob and a video call.

If you’re in talent acquisition right now, you may well be juggling a long list of open roles, increasing candidate drop-off rates, more turnover, and rising recruitment costs. It may well be that your employer brand isn’t doing what it should. The good news? It’s totally fixable. The sooner you address it, the better – it’s cheaper to tackle the problem before it snowballs into something bigger. Think of us as your employer brand doctor – here to help prevent problems before they start!

Stick with us, and we’ll show you exactly how a weak employer brand can be bad for business, plus some simple, cost-effective ways to turn things around.

So, what exactly is your employer brand?

In a nutshell: it’s everything. It’s how potential candidates view you, not how you see yourself. In today’s job market, your brand needs to stay fresh and appealing to attract top talent and keep them around. Crucially, your brand impacts more than just hiring. It influences your reputation with customers, investors, and even stakeholders too.

The stats are clear: 88% of job seekers take your employer brand into account before applying, and companies with a strong brand are three times more likely to hire quality candidates. On the flip side, 69% of candidates say they’d turn down a job offer from a company with a poor reputation – even if they’re unemployed. If you want to get ahead and keep top talent coming in, making sure your employer brand is solid is more important than ever.

(Source: MRINetwork)

The cost implications of a poor employer brand

A weak employer brand isn’t just an image problem – it hits you where it hurts: your wallet. It’s often hard to see at first, but over time, a weak employer brand can cost you big in ways you might not even realise. From recruitment expenses to lost productivity, here’s a rundown of where your brand is draining your resources:

The cost of candidate fallout

If your brand is a turn-off, candidates will be dropping off too.  A 2024 Cronofy report found that 43% of candidates bail on interviews because of scheduling delays. And it doesn’t stop there – drop-off rates are high at every stage: 22% during application, 24% at screening, and 25% at interviews.

The cost of increased turnover and poor candidate quality

With a poor employer brand, you’re going to attract lower-quality candidates, which means higher recruitment costs and more turnover. Companies with weak brands may need to bump up salaries by 10% to attract talent (source: Harvard Business Review), and you’ll probably spend more time filling roles, which can hurt your operations. On the flip side, companies with strong brands experience 28% less turnover. That’s huge, considering replacing an employee can cost up to 200% of their salary!

The cost of increased reliance on agencies

When your employer brand is weak, you might lean more heavily on recruitment agencies. And guess what? Those fees can run anywhere from 15% to 30% of a candidate’s first-year salary – sometimes even higher for hard-to-fill roles. 

The cost of low engagement and productivity

Engaged employees are happy employees. Companies with engaged employees see 23% higher profitability and 17% more productivity. In contrast, disengaged workers are contributing to a global loss of $8.8 trillion in productivity each year. So, poor engagement can definitely hurt your bottom line.

In short, a poor employer brand might seem like a minor issue now, but it adds up fast – and it’s costing you more than you think. Fixing it is a smart way to save money in the long run and stay competitive.

Time to fix your employer brand?

Your employer brand doesn’t stay fixed – it’s always evolving. With the way things are changing in the job market (think shifting employee expectations, more hybrid work, and a bigger focus on purpose-driven workplaces) your brand could probably use a refresh to stay competitive. Brands need regular attention, so let’s make sure yours stays attractive to the best talent out there.

Review your employer value proposition (EVP)

Today’s employees expect more than just a salary. They want things like flexible working, mental health support, and psychological safety. DEI is no longer just about policies. It’s about action and creating an inclusive culture. Plus, your EVP needs to adapt to the changing landscape of job roles, especially with AI and automation on the rise, and increased demands for pay transparency and career progression.

If your EVP isn’t aligned with these evolving needs, it’s time to rethink it. A little investment now could make a huge difference in how your brand is perceived and how you attract and keep top talent. For more guidance, check out How to Make Your EVP Work Harder by our friends at BrandPointZero.

Adapt your EVP for different audiences

Just as consumer brands tweak their messages for different customer groups, your employer brand should speak to the unique needs of each team within your company. Salesforce are nailing this by using LinkedIn to showcase diverse content for different roles within their organisation. Similarly, Marriott does a great job with Instagram reels, highlighting everything from hospitality to corporate roles.

These brands understand that one-size-fits-all doesn’t work. Platforms like LinkedIn, TikTok, and Instagram Reels are really popular with brand right now who are using them to show behind-the-scenes peeks at their workplace cultures. This authentic, real-life content helps you connect with the right people.

If you need inspiration, check out our case study with NFU Mutual, where we helped them create a super-targeted EVP for their pricing team.

Don’t stop at the candidate experience

The candidate experience is a big deal, and rightly so. If candidates drop out of your hiring process, you lose time and money, plus you might end up paying agency fees to fill the role. A bad candidate experience can even hurt your reputation and make it harder to hire top talent in the future.

AI is changing the game. Companies like Chipotle have slashed hiring times from 12 days to just 4 using AI-powered assistants. Also, fairness and ethical practices in hiring is a must have. By creating clear, unbiased hiring criteria and offering equal opportunities to all applicants, you’ll boost your employer brand and attract a more diverse pool of candidates. And with remote work now a staple, it’s crucial that your hiring and onboarding processes are seamless, even virtually. Clear communication is key, and making remote hires feel valued from the start will help ensure a smooth transition.

Check out our article ‘Candidate experience: How to meet and exceed their expectations’ but don’t forget to carry those good experiences through into equally good on-boarding as that’s the time new hires will be evaluating promises against reality.

Re-engage candidates with your employer brand

Once you’ve nailed your employer brand story, it’s time to get it out there. Encourage your employees to share their real experiences on LinkedIn, TikTok, and Instagram. Trust us – real stories from real employees resonate way more than polished corporate ads. Companies that embrace employee-generated content see up to twice as much engagement. If you want to dive deeper into this, check out ‘Content marketing for recruiters. Engaging candidates with your employer brand’.

In conclusion

A weak employer brand is probably costing you more than you think. It’s not just about recruitment fees – it impacts your reputation and even customer loyalty. If you let things slide, it’ll only get harder to fix. So, take a moment to ask yourself: Is your EVP still delivering what your employees want? A little tweak could make a huge difference. And let’s face it – a strong employer brand isn’t just a feel-good thing – it pays off hugely in the long run. If you need help, we’re here to chat!

Want some help?

If you feel you’d like some help, support or even a little chat around your careers website or aspects of your employer brand and talent attraction strategy just drop us a line. After all, much of our best work has started with a cup of tea and a Zoom call.