Building a Strong Employer Brand: Strategies to Assess, Understand, and Promote for Attracting, Hiring, and Keeping the Right Talent

Building a robust employer brand is a powerful tool in today’s competitive job market. It can significantly impact an organisation’s ability to attract, hire, and keep the right talent. In this comprehensive guide, we will delve into the key strategies for assessing, understanding, and promoting your employer brand to ensure that it aligns with your company’s values, culture, and work environment, ultimately helping you attract, hire, and keep the right people.

1. Assessing Your Employer Brand

i. Conduct Internal Culture Audits: Initiate culture assessments to understand your organisation’s values, beliefs, and work atmosphere. Engage employees at all levels to gain comprehensive insights.

ii.Employee Surveys and Feedback: Administer regular surveys to collect feedback from employees on various aspects like job             satisfaction, work-life balance, and overall engagement.

iii. Analyse Employee Reviews: Monitor online platforms, such as Glassdoor and Indeed, for candid reviews from both current and former employees. Pay attention to recurring themes and sentiments.

iv. Candidate Experience Evaluation: Assess the experience of candidates during the hiring process to understand their perception of your employer brand.

2. Understanding Your Employer Brand

i. Define Your Employee Value Proposition (EVP): Clearly articulate what makes your organisation a unique and attractive employer. Emphasise the benefits, opportunities, and culture employees can expect.

ii. Identify Employer Brand Strengths and Weaknesses: Analyse the data collected from surveys and feedback to recognise areas where your employer brand excels and areas that need improvement.

iii. Benchmark against Competitors: Evaluate your employer brand against key competitors to understand how you compare in the eyes of potential candidates.

iv. Gather Insights from Employees: Organise focus groups or one-on-one meetings to delve deeper into employees’ perceptions, experiences, and what they value most about the organisation.

3.  Promoting Your Employer Brand

i. Showcase Your Culture: Leverage social media, company blogs, and videos to give candidates an authentic glimpse into your workplace culture and the employee experience.

ii. Employee Advocacy: Encourage your employees to become brand ambassadors. Motivated employees can share positive experiences, strengthening your employer brand.

iii. Engage with Potential Candidates: Interact with candidates through social media platforms and talent communities to create a strong online presence and build a positive employer brand image.

iv. Employer Branding Content: Create compelling content that highlights success stories, employee testimonials, and the impact your organisation makes.

4.  Attracting the Right People

i. Align Job Descriptions with Your EVP: Ensure that your job descriptions accurately portray your company’s values and what makes it an appealing place to work.

ii. Personalised Candidate Outreach: Tailor your communications to prospective candidates, addressing their specific skills, interests, and values.

iii. Targeted Recruitment Efforts: Focus on platforms and channels where your ideal candidates are likely to be present.

iv. Emphasise Growth Opportunities: Showcase career development and growth prospects to attract ambitious candidates who are eager to learn and advance.

5. Hiring the Right People

i. Conduct Values-Based Interviews: Structure interviews to assess how well candidates align with your organisation’s values and culture.

ii. Transparent Communication: Set clear expectations during the hiring process to avoid any mismatch between candidates’ expectations and the actual work environment.

iii. Involve Your Team: Enlist employees from different departments in the interview process to gain diverse perspectives on potential candidates.

iv. Consider Cultural Fit: Prioritise candidates who not only possess the required skills but also align with your organisation’s culture and values.

6. Keeping the Right People

i. Onboarding Experience: Provide a comprehensive onboarding process to integrate new employees into the company culture and their roles effectively.

ii. Continuous Employee Development: Invest in training and professional development opportunities to foster employee growth and retention.

iii. Recognition and Rewards: Recognise and reward employees who exemplify the organisation’s values and contribute significantly to its success.

iv. Employee Feedback Mechanisms: Implement regular feedback sessions to listen to employees’ concerns, suggestions, and feedback to address any issues promptly.


Assessing, understanding, and promoting your employer brand are critical steps to attract, hire, and keep the right talent for your organisation. By being authentic, transparent, and strategic in your approach, you can build a compelling employer brand that resonates with potential candidates and fosters a positive work environment for your current employees. A strong employer brand not only attracts top talent but also cultivates a loyal and engaged workforce, contributing to your company’s long-term success. If you need any support with any aspect of that process we are happy to chat. Please get in touch!