Employer Branding: A Key to Attracting Top Talent

For this thought leadership piece, our Head of Marketing, Fiona Frudd, provides her insights into the importance of building a strong employer brand in today’s competitive market. Drawing from over 20 years of experience across diverse industries, Fiona explains how a well-crafted Employer Value Proposition (EVP) not only attracts top talent but also helps retain it, ultimately driving long-term business success. From showcasing company values to learning through employer awards, Fiona shares actionable advice for businesses looking to stand out and thrive in an evolving recruitment landscape.

-------

As a marketing and communications professional with over 20 years of experience, I’ve had the privilege of working across a diverse range of industries, from commercial to creative sectors. When I rejoined SF Recruitment in April 2022—after a brief hiatus during COVID—I returned with a fresh understanding of what employers needed to do to stand out in the new (post-COVID) way of working in an increasingly competitive market.

In today’s recruitment landscape, it’s no longer just about finding qualified candidates, it’s about finding people who align with your company’s values, culture, and long-term vision. Candidates are more in tune with these issues than ever before. Employer branding, or your Employer Value Proposition (EVP), is essential for businesses of all sizes. I believe it’s one of the most effective tools to ensure that your company not only fills vacancies, but also attracts and retains the best talent in the market, which in turn helps businesses become more profitable.

Candidates have more choices than ever before. With the rise of platforms like LinkedIn, Glassdoor, and other job review sites, prospective employees are encouraged to research potential employers and make informed decisions about where they want to work. A competitive salary and benefits package is no longer enough to win over top talent.

That’s where a strong employer brand comes in. Employer branding goes beyond just promoting job vacancies, it’s about telling the story of your company, your culture, your values, and what sets you apart from your competitors. It’s about giving candidates a glimpse into the day-to-day life of your organisation, showing them why they should want to be part of your team.

The Impact of a Strong Employer Brand

A powerful employer brand doesn’t just help attract talent—it helps retain it, too. Employees who feel connected to their company’s values and culture are more likely to stay engaged and committed over the long term.

Take our Inspiring Women interview series, for instance. This initiative was designed to showcase the stories of successful women across various industries, inspiring our audience while reinforcing our commitment to diversity and inclusion. This campaign not only helped to enhance our external employer brand, but has also created a sense of pride and engagement within our team. Research shows that employees want to work for companies that actively promote values like diversity, equality, and opportunity.

Why Employer Branding Matters for Businesses of All Sizes

Whether you’re a start-up or an established company, having a clear and compelling employer brand can give you a significant edge in the talent market. It’s not just large corporations that benefit from employer branding; smaller businesses often have a unique advantage as they can offer employees a more personal, flexible, and growth-oriented environment. To leverage that advantage, it’s key that they effectively communicate their story to the right audience.

From my conversations with the consultants here at SF Recruitment, they all attest to the fact that it’s much easier to fill a vacancy when the employer has a great EVP!

Crafting an Authentic Employer Brand

One of the key takeaways I’ve learned over the years is that authenticity is everything when it comes to employer branding. Candidates are savvy and can easily spot inauthentic messages. If your brand promises a culture of inclusion, development, and flexibility, your workplace must deliver on those promises. Empty words will cause you to lose talent fast—which is damaging for both your bottom line and your reputation.

A strong employer brand is built from the inside out, and it starts at the top. When senior leaders model and live the brand values, it has a cascading effect throughout the entire business.

The Importance of Award Wins

Entering and winning employer awards is a fantastic way to enhance your employer brand. The process itself is valuable - whether or not you win. When applying for these awards, you’re required to think holistically about your business, reflecting on what makes it stand out as a great place to work. This reflection process often reveals areas where you can improve, refine, or develop your employee experience.

Plus, you learn from others in your industry. By analysing winning companies, you gain insights into what sets them apart, which you can then apply to your own strategy. It’s an ongoing process of improvement and refinement, and each time you enter, your EVP becomes more robust.

Additionally, there’s strong evidence that employer awards positively impact recruitment and retention. According to LinkedIn research, companies with strong employer brands see a 43% decrease in cost per hire, and retention rates increase by 28%. These statistics demonstrate the real benefits of investing in your employer brand and being recognised as an industry leader. Winning employer awards signals to potential employees that your company is a great place to work, whilst reinforcing with current employees pride in their workplace.

The Future of Employer Branding

The job market is evolving, and so too are candidates’ expectations. Flexibility, diversity, sustainability, and opportunities for personal and professional growth are now top of mind for job seekers. Looking ahead, I believe employer branding will continue to play a serious role in helping businesses navigate these changing demands.

A well-defined employer brand helps differentiate a company in a competitive market by showcasing its commitment to diversity, equality, and a positive workplace culture. This not only attracts high-quality candidates but also fosters loyalty among existing employees. An effective employer branding strategy should be aligned with a company’s core values, ensuring authenticity in its message. Regularly engaging with employees and adapting the brand based on feedback will help maintain its relevance and appeal. As the saying goes: Happy bees make tasty honey!