In a time where there is a shortage of talent, organisations must invest in their employer brand in order to attract and retain the best candidates to grow their business. This document is co-produced with Creed Comms, an employer brand specialist, and will run through what an employer brand is made up of and who is doing it well.

1. Yes, employer branding is important
Find out what makes up an employer brand and gain inspiration on how to enhance yours.
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2. Candidate is king
The war for talent is tougher than ever.The UK has seen a 26%
increase in the number of vacancies in 2015 compared to last year.

3. Be a magnet to talent. Employers must start investing in their employer
brand to achieve their hiring goals.

4. Ask yourself the following questions
• What is your employer brand?
• What are you known for?
• What do you offer to current and future talent?

5. It’s important that all your ducks are in a row. By answering the previous
questions you will be able to launch a defined employer brand.

6. Your employer brand has a broad impact and can bring an ROI across
many business areas. Getting it right is important, not only to gain
buy-in internally but to fuel consistency of brand across the business.

7. Here is a complete overview of the employer brand experience; assess what you
can achieve with the resource you have available and tackle them one at a time.

8. The impact of your employer brand and return on investment can be
measured throughout these areas.

9. Here are some examples of companies that get a big thumbs up for
attracting candidates to their business.

10. COMMUNICATION
A careers page or site is a given
if you want people to apply for
jobs directly with you. It’s a
chance to showcase all of your
employer branding in one hit.
Example: Turning Point
Why they do it well: varied options of how
potential employees can find out more about
working for them and easy access to job search
and application functionalities and all connected
with a dynamic brand.

11. COMMUNICATION
Video interviews of your current
team is a modern and insightful
way of giving potential applicants
the inside scoop of the job and
who their future colleagues could
be.
52% of marketing professionals
worldwide name video as the
type of content with the best
ROI.
Example: MyDentist
Why they do it well: they have an extensive
library of video interviews with employees from
every area of their business

12. Example: Deloitte
Why they do it well: This gamification video from
Deloitte is not necessarily what you would expect
from them but that’s exactly why it’s so brilliant. This
is a communication tool demonstrating their values
and culture and goes against their straight-laced
stereotype.
COMMUNICATION
A company video can be created in-
house or professionally and is a great
indication of your culture and business
ethos. Any content uploaded onto
YouTube that is tagged correctly will
also nudge up your SEO score.

13. COMMUNICATION
Invest in advertising to increase
the reach of your employer
brand.
Example: Assurant
What they do well: a mix of offline and
online proactive communications that
highlight the benefits of joining their company
whilst raising their brand awareness.

14. Being upfront with regard to your
recruitment process can save a lot
of time by early screening of
candidates that aren’t comfortable
with hiring stages such as
presentations and tests.
Example: Coop Bank
Why they do it well: the application process is
online for all to see. It is clear and concise so
everyone can understand the hiring journey in
advance.
RECRUITMENT

15. Increase the amount of ways you
can meet potential employees.
TOUCH POINTS
Examples: Channel 4 have created a wide
range of avenues that present opportunities
to engage with future hires. Meet ups are
another effective way to connect with talent
and meet the people behind the CVs.

16. WORKING ENVIRONMENT
Every company has staff photos
from socials and christmas parties. If
you are a company that prides
themselves on being fun then show
it, flaunt it, celebrate it.
No photos yet? Employee
testimonials are a quick win to build
up a picture of your employer
brand.
Example: Talend
What they do well: They are proud of their
work hard, play hard culture and reflect this
in their comms.

17. WORKING ENVIRONMENT
On average we spend 1842
hours a year at work, promote
your working environment in
different ways.

18. WORKING ENVIRONMENT
Work-life balance is important. If your
company actively promotes this for
your employees you should reflect it in
your messaging - it is a massive selling
point.
Example: Keystone Law
What they do well: they have created a lifestyle
calculator that measures how much better it could
be to work for them.

19. REWARD AND RECOGNITION
It may seem obvious but being an
award winning company increases
the chances of people wanting to
work with you: winners attract
winners.
Apply for awards that can highlight
your great working environment.
Remember to tell the world that
you’ve been shortlisted or won.

20. REWARD AND RECOGNITION
Salary will always be a critical factor to
attracting people to jobs. Use salary
benchmarking to ensure you are
competitive.

21. BENEFITS
It’s important you make potential
employees aware of everything
your company offers. Benefits can
be both great attraction and
retention tools.
Examples: House of Fraser
Why they do it well: they have an extensive
career site with a sturdy range of benefits
clearly stated.

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We hope this sparked some inspiration and helps you build an employer
brand that attracts the best talent.

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