Employer branding is an essential part of making businesses stand out to employees, setting your organisation up as a good place to work. It becomes tied to your brand reputation and can be harnessed as an attraction point for prospecting employees. In this blog, we will cover what employer branding is and how to build it to attract top talent.
What is Employer Branding?
Employer branding is the process of managing and influencing your company’s reputation as an employer. It covers the company culture, values and work-life balance organisations offer. This affects the perception of current and prospective employees.
Components of Employer Branding:
- Company culture: This encompasses the shared values, belief systems and practices of an organisation.
- Employee experience: This covers the day-to-day benefits and work-life balance an organisation offers to its employees.
- Reputation in the job market: This refers to how organisations are perceived by job applicants and industry professionals.
- External and internal perception: This balances how employees, the public and internal stakeholders view an organisation.
Employer Branding vs Company Branding:
Company branding focuses on how the public and customers view a business and its products. Whereas employer branding focuses on how employees and potential prospects view an organisation as a place to work.

Why Is Employer Branding Important?
- Attracting Top Talent: By offering a strong work-life balance and building a reputation as an organisation with a positive company culture, companies can attract top talent. This can be done through offering benefits or showcasing a strong diversity and inclusion culture.
- Employee Retention: Companies that have built a positive employer brand report to have reduced turnover rates as employees are happy and looked after.
- Cost Savings: There are high costs in recruitment, so by establishing a strong employer branding strategy organisations can save costs on recruitment. A happy team is also more productive, helping to boost business performance.
- Enhancing Reputation: Having employees report a positive employee experience can enhance an organisation’s reputation in the industry but also to the general public. Customers like to support organisations that look after their organisation.
- Supporting Business Growth: By attracting top talent through employer branding, organisations can boost their long-term success.

How to Build a Strong Employer Brand
Building a strong employer brand takes a holistic approach, here are our top tips to do so:
1. Define Your Employer Value Proposition (EVP)
Defining an employer value proposition (EVP) helps direct an organisation’s overall employer branding strategy. It is the foundation of values, benefits and company culture an organisation wants to build.
2. Enhance Company Culture
Building a positive company culture begins with having an inclusive and diverse workplace where everyone feels welcome and valued. This is key for attracting top talent as a diverse team is an organisation’s greatest asset for innovation and progress.
Here are some ways to enhance company culture:
- Actively seek employee feedback.
- Introduce workplace benefits that matter.
- Organise team-building activities to foster engagement.
3. Leverage Employee Advocacy
Another way to improve an organisation’s employer branding is by encouraging employee engagement and authentic stories about their experiences working at the organisation. This can look at sharing their stories on social media channels or writing testimonials on platforms like glass door.
4. Improve Candidate Experience
Building a reputation for a smooth hiring process can help build an organisation’s employer branding as it shapes how potential hires perceive an organisation. This can be improved by:
- Maintaining clear communication throughout the recruitment process.
- Providing timely feedback.
- Ensuring a supportive onboarding experience.
5. Monitor & Manage Employer Brand Reputation
Although it can be beneficial for employees to leave reviews of their experience on platforms such as Glassdoor, Seek and LinkedIn, if it is a disgruntled employee it can do more harm than good. Actively monitoring an organisation’s reputation on these platforms helps ensure the right image is projected to the public.

When Should You Hire Employer Branding Consultants?
Although an organisation may not feel the need to build a strong employer reputation, there will be telltale signs that the organisation may need help.
Signs You Need Professional Help
Here are the top signs to look out for:
- High employee turnover
- Difficulty attracting top talent
- Poor online reviews from employees
- Lack of internal resources to handle employer branding
Benefits of Working with Consultants
It can be very helpful to gain an outside perspective on what may be causing the problem of poor employer branding reputation. They can provide industry expertise and advice, tailoring strategies to the specific industry and overarching business goals.
What to Look for in Employer Branding Consultants
When selecting employer branding consultants, it is important to look for these three key aspects:
- Experience in your industry.
- Proven track record with case studies.
- Strong understanding of Australian workplace dynamics.
If an organisation follows these three markers, it can effectively find consultants who can support its organisation in building a strong employer branding strategy that will not only attract top talent but also increase its reputation in the public eye.

Measuring the Success of Your Employer Branding Strategy
It is all good and well to have an employer branding strategy but if an organisation does not have key metrics to refer to, it is difficult to measure the success.
Here are our top metric suggestions to track:
- Time-to-Hire: How long it takes to fill open positions.
- Quality of Hire: The calibre of candidates you attract.
- Employee Retention Rate: The percentage of employees who stay with your company over time.
- Employee Engagement Scores: Measures of employee satisfaction and commitment.
- Net Promoter Score (NPS): How likely employees are to recommend your company as a workplace.
Tools and Techniques:
Using platforms like LinkedIn Talent Insights and Glassdoor Analytics can be another helpful tool when tracking and analysing an employer’s branding.

Conclusion
Employer branding has become a central part of how attractive an organisation appears to be. To attract top talent organisations must take careful consideration when building out their values, company benefits and company culture. By mapping out a strong employee branding strategy, organisations can ensure they build a positive employer brand image.
At E.L Blue, we specialise in providing holistic outsourcing HR services to organisations, tailoring employer branding strategies to meet your organisation’s unique needs. Get in touch today for a free audit of your employer’s branding efforts.