Employer branding is one of the most important (yet often overlooked!) keys to business success. You’d be surprised how many companies underestimate its impact or fail to realize that it needs constant attention and refinement.

That’s exactly what inspired our third live event, Cradle to Grave: The Importance of Employer Branding. Our very own Glenn Southam, Vice President of Insights, Success & Marketing, joined forces with Lara Langdon, Head of People at Ramarketing, for an in-depth conversation about what makes a truly strong employer brand.

To everyone who tuned in and got stuck into the conversation, thank you! For those who couldn’t quite make it, you’re in luck! We’re coming to you with a round-up of five key lessons from the session, so you can supercharge your employer brand, make an impact, and reap the rewards.

1.    Employer Brand is a Team Effort

 Employer branding isn’t just an HR thing – far from it! Building a strong employer brand requires a collective effort from every corner of your organization. Executives, managers, and employees all have a role to play in promoting and living the company’s values and culture.

Glenn put it perfectly during the session: “It is the people who make the difference, and you have to give them that platform to talk and share.” See, the more empowered your team feels to share their experiences – both the good and the not-so-good – the more authentic your employer brand becomes. And that authenticity? It’s what really strengthens your brand.

“Companies should get comfortable in talking about the good, the bad, and the ugly,” Glenn added, driving home the importance of transparency.   

Lara was on the same page, emphasizing the need for constant engagement. “Make sure there’s an engagement funnel there for staff to constantly have their voices heard. You build trust with your employees so that they feel comfortable coming to you with feedback and they know that change can happen. Celebrate your successes but don’t shy away from anything where you need to show that humility.”

So, what’s the takeaway? Building an authentic employer brand is about making sure your company’s values align with the actual employee experience ­– and that requires actively seeking feedback, making improvements, and creating a space where everyone can be heard.  

2.    Your Employer Brand Drives Business Success

A strong employer brand doesn’t just attract top talent – it also directly impacts business performance. That’s because when employees feel connected to the company’s mission and values, they’re more engaged, motivated and productive, and that leads to bigger, better business results.  

On the flip side, if there’s a disconnect between the promise made to potential employees and the reality they experience, there’s a high chance you’ll see high turnover, which is not only disruptive but costly. “If there’s a misalignment between what the promise was and what the reality is, they’ll leave,” Glenn explained. “The reality is if people leave it will cost you money.”

What’s more, in today’s values-driven world, the alignment between employer branding and consumer branding is more important than ever. Lara points out, “If you’ve got the reputation that you’re not a good place to work…then you’re potentially putting barriers in place to stop that talent coming to you.”

So, don’t make the mistake of thinking of employer branding as a ‘nice-to-have.’ It’s a strategic investment that can pay off in recruitment, business performance, customer relationships, and even sales.

3.    Employer Branding is More Than Attracting Talent

Employer branding isn’t just about getting people in the door – it’s about creating an experience that lasts from day one through to when they leave, and even beyond. Every touchpoint, from the interview process to onboarding, and even exit interviews, plays a part in shaping your employer brand.

As Glenn puts it, “There’s a misconception that employer brand is all about attraction. We get lost in that in recruitment certainly, in that it’s all about attracting people to the business but it’s not. It’s about creating a talent pool for people who might not be interested in joining, then it’s attracting them, making them have a desire to join but then it goes through to your interviewing process, onboarding process, your first 90 days in the business, your two years in the business, retention and how you leave. That is all part of your employer brand.”

Lara also highlighted how we often shy away from discussing employees leaving as part of the natural lifecycle, but it’s the truth is, you should view departing employees as potential ambassadors for your brand, ensuring that their experience remains positive even after they’ve moved on.  

Long story short: an effective employer brand isn’t a one-time project. It needs constant nurturing, and it’s all about creating an engaging, inclusive environment that reflects the company’s core values. By prioritizing that, you create a brand that resonates with potential candidates, strengthens the bond with your current workforce, and leaves a positive lasting impression on those who move on.

4.    Ongoing Engagement Builds a Stronger Brand

Building and maintaining a successful employer brand takes constant engagement and continuous feedback. So, if you want to know what your employees really think? Ask them!

“You have to engage the workforce – ask them, how is it working here, what would you change?” Lara said. Getting that input and creating an environment where employees feel heard is key to fostering trust and driving improvement.

As Glenn puts it, “An employer brand is hundreds of tiny things that all come together to create that experience and reputation.” Small changes, based on feedback, can add up to make a big difference in shaping the company’s overall brand.

And don’t forget to showcase what makes your company unique, whether that’s career advancement opportunities, work-life balance, and a supportive culture. By consistently communicating these values throughout the employee lifecycle, from onboarding to long-term retention, you can create a brand that not only attracts but keeps top talent.  

5.    Aligning Values is More Important Than Ever

More than ever, employees want to work for organizations that share their values, particularly with things like social responsibility, diversity and work-life balance. In fact, companies that fail to reflect these values risk losing talent to competitors who do.

Glenn summed it up nicely: “We’re increasingly becoming a population who are more values-led. People make their purchasing decisions based on values alignment, so there’s a crossover now between employer brand and consumer brand.” In that sense, employees want to know how their work contributes to making the world a better place, not just the company.

Lara added, “The new generation coming into the workforce, they want to know what positive impact we’re going to leave. It’s not just about the company, but actually, how are we making the world better.” 

In other words, alignment between company values and employee expectations is a necessary ingredient to long-term success. And as Glenn emphasized, “Employer branding is a never-ending project.” Audiences are always changing, and their needs and values are too. So, stop assuming, start asking – and adapt as you go.  

Glenn and Lara packed this session with valuable and actionable insights on how to build a winning employer brand. If you missed it, make sure to check out the full session recording for more. And if you’re ready to take your employer brand to the next level, feel free to reach out to Glenn directly at glenn@peoplewithchemistry.com.