How's your Employer Branding?

What is Employer Branding?

?? The AI answer: Employer branding is how a company presents itself to potential employees and builds its reputation as an attractive place to work. It’s about shaping a positive perception by showcasing your company’s values, culture, work environment, and opportunities for career growth. The goal is to attract and retain top talent who align with your mission and vision.

While this definition is accurate, it simplifies the concept by focusing solely on creating a “positive perception.” In reality, developing a strong employer brand goes far beyond just appearances—it’s about fostering a genuine, meaningful workplace culture that resonates with your employees and attracts the right talent.

How Do You Know If You Have a Strong Employer Brand?

The best way to measure your employer brand is by asking your employees directly. Have you conducted an anonymous employee survey to gauge what your team really thinks about your company and work environment? If not, now’s the time to start!

In the survey, ask what changes they’d like to see, what they wish you did more of, or what they’d like to experience at work. Their feedback will give you invaluable insights into your organisation’s strengths and areas for improvement. If the feedback is glowing, that's great—but be sure to share it with the world!

On the flip side, if your survey reveals some weak spots, take action. Don’t fall into the trap of running surveys but failing to implement any changes. If you’re not open to making improvements, the results will never change. It's essential to act on feedback, even the tough stuff.

Don’t Rely Too Much on Third-Party Reviews

Platforms like Glassdoor can help assess your reputation, but they can sometimes give a skewed perspective—especially if disgruntled former employees dominate the reviews. While negative feedback can be valuable, it often outweighs the positive, creating a distorted image of your organisation.

Encourage your current employees to leave positive reviews if they’re happy with your company. Word-of-mouth from satisfied team members can be a powerful tool in building a strong employer brand.

Why Can’t We Attract Talent, Even if We’re a Great Place to Work?

If you’re confident that your company is a great place to work, the next step is asking: How can we show the world just how great we are?

In the IT channel, it’s important to look around and evaluate what your competitors are doing. Consider the following:

• What benefits do they offer that you don’t?
• How competitive is your salary and commission structure?
• Do you offer hybrid or remote work options?
• How attractive is your training and development program?
• How diverse and inclusive is your workplace?

Many companies mistakenly believe that offering perks like free fruit, coffee, or occasional social events (P*ss ups) is enough to claim “great place to work” status. But these perks are just surface-level. The best companies are those that foster an environment of trust, freedom, and respect. Empower your employees, treat them like the responsible adults they are, and give them the flexibility they need to thrive.

Key Stats to Consider:

• Nvidia and Apple employees report high job satisfaction, with strong company culture playing a key role.
• Companies like Salesforce, which rank highly for employee benefits, offer comprehensive health insurance, wellness programs, and financial planning assistance.
• 70% of employees at top-rated companies agree that their company actively promotes diversity and inclusion.
• 85% of employees say their organisations encourage continuous learning and development.
• Flexible work schedules and remote work options are now standard offerings at the top 10% of companies.

Wrapping Up

While this article is brief, it aims to spark thoughtful reflection. If your organisation struggles with high turnover or attracting the right talent, it’s time to ask some serious questions. What’s working in your employer brand? What’s not? And how can you make meaningful changes that will truly resonate with current and potential employees?

If you'd like a deeper dive into strengthening your employer branding strategy, feel free to reach out. Our team isn’t afraid to ask the tough questions and help you take the necessary steps toward becoming an employer of choice!