How to Create an Employer Brand That Stands Out

By Garth Brunner on March 9, 2024

When a new job listing pops up, job seekers will often go to the company’s website and do some research on the employer brand before they even hit apply, just like you do your research into a candidate! They want to know what they are getting into.

Having a prominent employer brand is extremely important in hiring and keeping new employees. It is your reputation that job seekers hear and read about before even applying to your company. Think of your employer brand as your resume. It shows who you are and why you are the right fit for the employees. You want employees to be the right fit, but they want to fit in too.

You need to prove to your new and prospective workers that your company is special and worth applying to. They often want to know your values, your culture, and your story. You might know your employer brand, but how do you go about actually writing it down and making it easy for job seekers to find? Whether it is on your website, your social media pages, or on paper, your employer brand is important to unlock and explain.

via Pexels

Understand Your Company

First, you need to fully understand what your company does and what you stand for. Sure, you could make something up that you think sounds good or what would draw in the most employees, but this needs to be honest. If job seekers are hired, start working, and find that the brand is not as promised, they will likely leave, leaving you to find another employee. This can cause a vicious cycle.

For example, do not promise a work-life balance and then expect employees to stay for unpaid overtime every day once hired. This is not what your brand promotes and will not look good on you or your brand. Therefore, reflecting your brand accurately is extremely important. Ask current employees what they think of the brand and curate the information for new job seekers to find.

You should also understand the story of your company. How did you start and how did you get to where you are today? Telling this story gives background, understanding, and personality. You are more than just a name, you are a person or group of people who have dreams.

Write Compelling Website Copy

The copy for your job postings, benefits, about us, and all other parts of your website need to compel your jobseekers! Again, you need to be honest with this, but make it interesting. Is your company a fun place to work? Reflect that in your website copy! Are you always keeping up with the latest and greatest? Ensure it shows! Instead, are you a traditional company that knows what you are doing and how to do it well? You can reflect that in your writing without sounding boring. Nothing is wrong with tradition! Having accurate website copy ensures that people who want your type of environment will apply, work, and stay with you.

Whatever you do, do not use AI to write your copy. Artificial intelligence has been booming all over the world for a variety of different uses. While AI sites can churn out copy that might sound compelling to you, it often sounds lifeless. Readers can tell there is no real heart behind it.

Make Your Benefits Easy to Find and Understand

Whether you include the benefits of working at your company on the job posting or on a different tap on your website, job seekers need to find and understand them. Finding them is easy enough, but understanding them? While you think the benefits sound self-explanatory it might cause confusion to potential candidates that might turn them away.

Take, for instance, unlimited PTO. Someone might assume they can take any time off without requesting. However, work still needs to be done! Phrase your benefits well so people know what they are getting into without confusion. While they may still have questions, you want to be as clear as you can. This helps get your employer brand across as someone who does not hide anything from their employees with secretive or unwritten rules.

Explain Your Values

Does your company value diversity? A work-life balance? Whatever it is, tell your prospective employees! Plenty of people want to work somewhere where they share the same values. Being the odd one out is never fun and people often want those shared values in their workplace. Do not leave it up to speculation!

You get what you put into your employer brand, so put thought, care, and hard work into it. Accurately reflecting your company guarantees that candidates will want to work with you and stay with you. Overall, do not create your employer brand with words you think someone will want to hear. Write the truth so people know what they are getting into and will keep the job.

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